The right pricing for your online golf coaching offer

Imagine you have developed an online golf coaching programme that is fantastic and really helps your clients to improve their skills. But then comes the question: what’s the right price? If you set it too high, you risk putting customers off. If you set it too low, people might think your offer isn’t worth much.

In this article of the Golf Business Marketing Blog, you’ll learn how to find the optimal price for your (online) coaching offer. We talk about value communication, market analysis, psychological pricing strategies and how your business model influences your pricing.

Sounds good?

Understanding & communicating the value of your coaching programme

Many coaches make the mistake of basing the price on the number of coaching hours. But what sells? Time or a desired result? Let’s look at it from the client’s point of view.

What does the customer want? 10 coaching hours or would he like to hit ier drive 10 metres further? He wants to hit 10 metres further and probably doesn’t care whether it takes 30 minutes or 3 hours. The result is more important than the number of hours. A golfer who gains 10 metres more distance in his swing has an immense advantage in the long term – that’s the real value, not the 60 minutes you spent with him.

Let’s be honest, if the hour costs €200, you’re not paying for the hour – you’re paying for the experience. The years of experience that make it possible to solve the problem in a short time.

Here are three tips for understanding and communicating the value of your coaching programme:

1. identify the added value: what exactly are you doing? How exactly are you improving your clients’ lives?
2. sell the transformation, not the hours: Nobody buys coaching – people buy the success they achieve through your coaching.
3. value before price: If your coaching is worth €500, don’t set the price at €69 – your offer should be perceived as high quality.

 

Market analysis & competition

Now we know what our coaching is worth, but what is a realistic price range? In this situation, many people ask themselves: What do other golf instructors charge?

Good research and market analysis can help you to determine a realistic price range. The current price range for (online) golf lessons / golf offers is huge and can vary between 30 and 500 euros, depending on the trainer, package and added value offered.

Sometimes it is difficult to set a price by analysing the competition, as it is not always possible to see exactly what is included in the package or the added value offered. But by analysing them, you can derive a price range for your own offer.

The majority of coaches base their pricing on the competition before making individual adjustments.

Here are two tips for your next market analysis:

1. research: what are other trainers charging? What do they offer for this price?
2. quality and added value: Does your offering justify a higher price? For example, do you have special analysis tools or exclusive content that your competitors don’t have? What distinguishes your offer from theirs?

You can also use price differentiation to appeal to different customer groups. If you offer different price models, e.g. entry-level vs. premium package, you can address and attract different customers.

Psychological pricing strategies

Did you know that people are more likely to pay €199 than €200? That’s because of price psychology! In my opinion, this is a very exciting topic when determining your pricing strategy, but one that is still underestimated from time to time.

Let’s take a look at two interesting aspects of psychological pricing strategy:

• Round prices: Prices with a 9 at the end (e.g. €199) often seem more favourable than round numbers.
• Limited offers: The willingness to buy a offer can be increased if the offer is limited. This can be time or the number of places ‘Only 5 places available!’. Have you ever thought about only opening your calendar for three days every 6 weeks and thus limiting the offer for hourly bookings?

Keep the following tips in mind when setting prices:

1. avoid round numbers: €97 instead of €100 can be smarter in terms of sales psychology.
2. limited offer: limit your offer in terms of time or quantity. This can also be a time-limited bonus.

 

Pricing based on your business model and goals

Of course, your pricing also depends on what you offer – individual coaching sessions, group coaching sessions or digital products.

• Scalable products such as digital products, for example online courses or training plans, can help to increase your income.
• Develop a long-term strategy: Do you want many customers or a few but exclusive ones? This can have an impact on your pricing and strategy.
• What does your pricing model look like? Do you choose a model where your customers buy packages and pay in full straight away, or service against payment directly, or can you pay monthly? Monthly payments can also help to generate regular income. So what does your pricing model look like?

 

Pricing your Golf Offer

The right pricing is the key to a sustainable online golf coaching business. Remember: A high price can increase your value. Be confident, communicate the added value clearly and strategise your pricing.

Let’s summarise the article once again:

• The price of your coaching should reflect the perceived value.
• A good market analysis will help you set a competitive price.
• Psychological pricing strategies can help you attract more clients.
• Think long-term: Your pricing strategy should match your business model.

 

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Here you can find more articles on the topic of marketing for Golf Coaches:

• E-Mail-Marketing Fore! the success
• Offline & online customer acquisition: How to master the challenge as a golf coach
• Golf Marketing: successful online strategies for golf coaches

 

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