Discussing trust is an uphill battle because it has become a meaningless buzzword in business circles. Since trust is difficult to measure, the term is often used without a real, practical application. It’s interesting, then, that so many of the questions that come from business owners surround a concept that is inexorably linked to trust:

How much should I charge?

Can we really answer this question without discussing how trust impacts the work we do or a potential client’s decision to buy? Trust needs to be more than a buzzword. It is the basis of all successful (and unsuccessful) client relationships. A clear understanding of trust and its components can transform the way coaches approach their relationships and ensure lasting success.

The Role of Trust in Coaching

How much you charge for coaching is a function of both how much it costs you to provide your services and the value someone receives from them. Trust plays a critical role in creating a price point that exceeds your costs and matches or undercuts the perceived value to the clients. Then, you are making a profit, and the client is getting a deal. Also, clients who trust their coach are more likely to stick with programs, invest in premium offerings, and refer other clients.

On the flip side, if trust fades, clients are less likely to purchase or stay with you.

So, what is trust? Trust is the willingness to be vulnerable to another person and take risks based on that relationship. With that definition, coaching is an extremely high-trust business. Clients often put their physical and emotional well-being in the hands of their coach, whether that means tackling a new fitness goal, managing an injury, or navigating a challenging period in their lives.

The Three Pillars of Trust

Research on trust highlights three core components: ability, integrity, and benevolence, with each playing a unique role in building and maintaining strong relationships:

• Ability relates to a coach’s competence—the skills, experience, and expertise necessary to deliver results. Clients must believe their coach is capable of helping them achieve their goals. So, while you might want your certifications or laurels to speak for you, you should constantly be conscious of demonstrating your ability (in a palatable, helpful way) to clients—especially new clients.
• Integrity comes from reliability and honesty—both consistently. Coaches build trust by following through on promises, being punctual, and maintaining transparent communication. This can be a tough one because while integrity is built slowly, it is easy to lose ground. Minor lapses—such as arriving late to a session—can immediately erode trust.
• Benevolence is the perception that the coach genuinely cares about the client’s well-being. Small gestures, such as checking in after a missed workout or celebrating a client’s milestones, show that the coach values the relationship beyond transactional interactions. It is difficult to fake benevolence, which makes it important to work with clients you actually care about.

Practical Strategies for Building and Repairing Trust

Trust changes over time and with each client and each interaction with people, meaning that trust requires ongoing attention and proactive steps to establish, grow, and repair:

1. Establish Trust Early: First impressions matter, and the initial stages of a coaching relationship are critical. Focus on delivering immediate value—such as fixing a long-standing technique issue or helping a client set a personal record. Early successes go a long way to demonstrating ability.
2. Consistency is Key: Strive for consistent communication, punctuality, and quality in your services. If you haven’t already, start creating systems and standard operating procedures for all your client interactions. Whether delivering timely feedback or honoring commitments, consistent actions have a big impact.
3. Handle Missteps with Care: Mistakes happen, and how you respond can make all the difference. Look for real actions to rebuild trust through consistent, high-quality service. There is no quick fix for trust, such as offering a discount or a free session. Patterns of reliability and care restore confidence more effectively than one-time concessions.
4. Go Beyond the Basics: You show benevolence without showing you care. Look for ways to demonstrate benevolence. Remembering birthdays, asking about family, and bringing up past comments all help.

The Trust Framework in Action

Use the trust framework as a guide to evaluate and improve client interactions. Spending some time thinking about how your service demonstrates ability, integrity, and benevolence may reveal opportunities for improvement. Additionally, actively seeking client feedback on what they value most can provide actionable insights to enhance the coaching experience. From there, figuring out what to charge becomes a more lucrative equation.

This material was recently covered in the Business of Coaching Workshop, a series designed to help coaches grow their businesses by mastering key principles like trust, pricing, and delivering value. Each session dives into actionable strategies to build better client relationships and drive success. Want to take your coaching practice to the next level? Join us for the next workshop—it’s free.