People do not hire a coach for sessions. They hire a coach because they are stuck: a promotion that keeps not happening, a business that grew faster than the founder's habits, a career change that has been "next year" for three years. A coaching proposal should talk about that change first and the sessions second.
This template is written for business, executive, leadership and career coaches who work with clients over a defined program. It frames goals in the client's words, sets out the program structure and support between sessions, deals with confidentiality (including when an employer is paying), and offers package pricing with a clear rescheduling policy. Once the client says yes, pair it with a coaching agreement for the full terms.
TL;DR
The coaching proposal template sets out the client's goals, a program of a fixed length with session count and cadence, between-session support, assessments, confidentiality terms for individual and sponsor-paid coaching, rescheduling rules and package pricing with installment options. Send it within a day of the chemistry call. The key practice is selling a three to six month program rather than single sessions, because lasting change rarely happens in one hour.
What's inside
- What you told me: the client's situation and goals, in their words.
- Program outcomes: what will be different by the end.
- Program structure: length, session count, session length and format.
- Between-session support: messaging access, response times and limits.
- Assessments and tools: any profiles or 360 feedback included.
- Confidentiality: what stays private, and what a sponsor receives.
- Scheduling and rescheduling: notice periods and missed sessions.
- Investment: packages, payment options and acceptance.
When to use it
Send it after a discovery or chemistry call, when the client has said they want to work with you and asked about options. It suits individual clients paying themselves and employer-sponsored coaching, where a manager or HR contact needs to approve the spend.
For one-off strategy sessions, a short freelance quote is enough. For group programs and courses, a sales page usually works better than a proposal. For therapy or counseling, this template is not appropriate. Different professional rules apply, and the therapists solutions page is a better starting point.
Structuring a coaching package
A coaching package should be easy to understand at a glance. Three variables do most of the work:
- Program length. Three months suits one focused goal. Six months suits a leadership transition or a bigger behavior change. Twelve months suits founders or executives who want an ongoing thinking partner.
- Cadence and session length. Weekly or fortnightly sessions of 45 to 90 minutes are typical. Fortnightly is a good default, giving the client time to act between sessions.
- Support between sessions. Message access for quick questions, a review of a document, or a short call before a big meeting. Set limits: "Messages answered within one business day, Monday to Friday" is a boundary that protects both of you.
Many coaches offer two or three packages and an installment plan. Pay-in-full can carry a small discount. Avoid open-ended per-session pricing for new clients, because momentum often fades after the third session.
Confidentiality when someone else is paying
Sponsored coaching has three parties: the coachee, the sponsor (manager or HR) and you. Most problems come from not agreeing up front what the sponsor will hear.
A common approach is:
- Session content stays confidential between coach and coachee.
- The sponsor receives attendance information and, at agreed points, a progress summary that the coachee has reviewed.
- A three-way meeting happens at the start to agree goals and at the end to review progress.
- Confidentiality has limits where someone's safety is at risk, or where disclosure is required by law.
Write this into the proposal so the coachee feels safe and the sponsor knows what they are paying for. The coaching agreement can then set out the details.
Include one line on scope too: coaching is not therapy, and if mental health concerns come up you will suggest the client see a qualified professional.
Customize it in your COLO workspace
Save your packages as reusable proposal templates in COLO Proposals, with sessions, assessments and support as line items and a discount line for pay-in-full. The client accepts in the client portal and the accepted proposal converts into an invoice, which they can pay by card or PayPal from the portal. Partial payments make installment plans simple to record.
For between-session support, COLO chat gives each client a real-time project conversation, so messages, worksheets and session notes you choose to share stay in one place rather than across text and email.
Common mistakes
- Leading with your method. Lead with the client's goals.
- Single-session pricing. It undermines commitment and results.
- Unlimited messaging. Set response times and boundaries.
- Vague sponsor reporting. Agree what the employer will see before session one.
- No rescheduling rule. Late cancellations add up quickly across a client list.
FAQ
Q: What should a coaching proposal include?
The client's goals in their own words, the program structure (length, number and length of sessions), between-session support, any assessments, confidentiality terms, rescheduling policy, the investment and payment options, and how to begin.
Q: How long should a coaching program be?
Three to six months is common for business and executive coaching, with sessions every one or two weeks. Shorter programs can work for a single focused goal, such as preparing for a promotion or a negotiation.
Q: Should coaches charge per session or per package?
Packages are more common than single sessions, because change takes time and packages encourage commitment. Many coaches offer a paid-in-full price and an installment option.
Q: How does confidentiality work when an employer pays for coaching?
Agree it in writing before starting. A typical approach is that session content stays between coach and client, while the sponsor receives agreed information such as attendance and progress against goals the client has approved for sharing.
Q: Is coaching the same as therapy?
No. Coaching focuses on goals, performance and future actions. It is not a substitute for mental health treatment, and a proposal should say that the coach will suggest a qualified professional if issues arise that are outside coaching. See solutions for coaches.