In this episode of the Women in the Coaching Arena podcast, business mentor and ICF accredited coach Jo Lott discusses the topic of "People Who Pay, Pay Attention." Jo explains why coaches should not feel guilty for charging high professional prices for their services. She believes that when clients pay a high price for coaching, they perceive more value in the service being offered, which leads to a higher level of commitment and motivation to achieve their desired results. Jo emphasises the importance of accountability, expertise, and recognition of the value of coaching services.Introduction [00:00:00]Jo introduces herself and the podcast.Value Perception [00:02:24]Jo explains why clients who pay high prices for coaching perceive more value and are more committed to achieving their goals.Expertise [00:08:20]Jo discusses how coaches who charge high prices often have invested significant time and resources into their education and training, and can provide clients with more advanced strategies and techniques.Commitment [00:10:36]Clients who invest in high-priced coaching make a significant financial commitment to their growth and development, leading to a higher level of commitment to their goals and a willingness to do whatever it takes to achieve them.Focus [00:12:35]Clients who pay for coaching are often more focused on their goals and the steps necessary to achieve them, dedicating more time and energy to their growth and development.Value of Coaching Services [00:15:47]It's important to recognise the value of coaching services and charge accordingly, as people who pay for coaching perceive more value in the services being offered, receive a higher level of accountability, and make a significant financial commitment to their growth and development.Useful LinksConnect with Jo on LinkedInJoanna Lott's websiteDownload the 12 ways to get clients nowRate and Review the PodcastIf you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: [email protected] This Episode? Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.Mentioned in this episode:✨ 2026 Coaches’ Planner – Your Three Ways to Join InA few years ago, I couldn’t find a planner that truly supported coaches - something that balanced growing a business with growing as a person. So, I created one. Three years on, it’s become a trusted tool for hundreds of coaches to plan an aligned and prosperous year. You can now choose the option that suits you best (links below) 1️⃣ Free Digital Download – Get instant access to the online version of the 2026 Coaches’ Planner. 2️⃣ Printed Planner on Amazon – Order your copy to write in and keep by your side

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