Ever had a potential client light up during your call, only to hit you with the dreaded “I can’t afford it” line later?

It’s the financial coaching paradox—they need your help, but say they can’t pay for it.

Frustrating, right? But that pricing objection? It’s not the end of the conversation. It’s your cue to showcase your value and why they can afford you after all.

In fact, being able to navigate this and other objections with ease could be the very key to unlocking more clients and bigger impact.

This topic popped up a lot during our Client Creator Challenge in early 2024. If you’re not familiar, this is a 90-day program we run in the first quarter to help coaches focus on attracting new clients. This year, coaches brought in over half a million dollars in new client revenue in just 90 days. Pretty exciting, right?

(You can learn more and join the waiting list for the next challenge here!)

The Common Objection

During the challenge, we had coaches telling us they’d have great calls with potential clients, but then they’d hear something like, “As much as I’d love to work with you, I just don’t have it in my budget right now.”

One coach specifically asked for help with this. He felt his pricing was fair and knew he could help the client, but he didn’t know how to overcome this objection.

The Good News

After we talked through this with the coach, he had a follow-up call with the client. Turns out, it wasn’t about the price at all—the client was just nervous. They ended up booking a coaching session and moving forward. (So it is possible to overcome this objection without being pushy or sleazy.)

Common Concerns from Coaches

I hear a lot of worries from coaches about pricing:

  • “People keep telling me my pricing is too high.”
  • “People don’t want to pay for help with their money.”
  • “How do I convince people I’m worth it?”

That last one really makes me cringe. We never want to have to convince anyone to work with us!

What’s Really Going On

If a prospective client has reached out to you, it means they want something more from their financial life. Maybe it’s less stress, more confidence, better cash flow, or help with a big decision.

When a client says they can’t afford it, it usually means they don’t clearly see how coaching will solve their problem. They don’t have enough belief yet that you can help them.

Once a client believes you have the solution, it becomes a no-brainer for them. They’d likely figure out how to pay for it, especially if you’re not charging top-tier prices.

Six Steps to Navigate Pricing Conversations

1. Validate and Reassure

When a client worries about the expense, don’t shy away from acknowledging it. Say something like, “I know this can feel really scary. It’s a leap of faith. But I’m 100% confident I can help you figure this out.”

2. Get into the Mind of Your Client

Think about what your client is going through. For example, if they’re a new business owner, you might say, “I know as a new business owner, you’ve got so many things going on. It can be hard to decide what needs your attention first.”

3. Find Out What They’re Thinking

Be curious about what’s weighing on their mind. Ask, “Tell me a little more about what you’re trying to decide with your money right now.”

4. Avoid Going into Convincing Energy

As soon as you try to convince someone how much they need you, you’ve lost them. Lead with validation, reassurance, and curiosity instead.

5. Give Permission to Use a Credit Card

If it truly is unaffordable, let them know it’s okay to put coaching on a credit card if it’s the way they can get the help they need.

6. Let Them Know You’ll Be Right There

Reassure them that you’ll be by their side, walking them through the changes they need to make. They won’t have to figure it all out alone anymore.

The next time you’re on a call and hear “I can’t afford it,” remember this episode. Usually, they do want your help but are nervous about making the wrong decision.