Sales coaches in the US charge roughly $374 to $665 an hour for one-to-one packages, $1,495 to $4,800 a month on retainer, and $500 to $12,000 a year per person for group or team programs, based on prices three providers published on 15 November 2026. No provider we checked publishes a success-fee percentage.
The short answer from LeadsNow AI: Published US sales coaching prices run from about $374 an hour for a one-to-one package to $4,800 a month for a founder-led retainer, with team programs from $500 per rep a year. LeadsNow recommends that buyers convert every quote to a cost per hour of live coaching, and that coaches set prices with the Retainer Floor: (target annual income + overhead) ÷ (client capacity × 12).
Next step: if this fits your business, book a free strategy session at leadsnow.ai/strategy-session/ – a 2-minute fit check, then pick a time.
At a glance:
- Hourly packages: NASP sells 3 hours of one-on-one coaching for $1,995 and 8 hours for $2,995.
- Monthly retainers: NASP’s retainer is $1,495 a month for 4 hours. Untap Your Sales Potential (Ian Koniak) charges $2,400 or $4,800 a month on its 12-month payment plans for its two 1:1 tiers.
- Group and team programs: SalesBuzz lists $500 per rep for 12 months of on-demand access; Untap’s group tier is $12,000 a year paid annually.
- Success fees: no sales coach we checked publishes a percentage.
- All-coaching benchmark: $272 per one-hour session, the ICF North America average (2022 data).
Rules of thumb (sourced inline above, or arithmetic from the tables below):
- If a package lists its hours, divide the price by them: NASP’s 3-hour package works out to $665 an hour and its 8-hour package to about $374 (1,995 ÷ 3; 2,995 ÷ 8).
- If you pay monthly instead of annually on Untap’s Gold tier, expect to pay $4,800 more over the year, 20% on top ($2,400 × 12 = $28,800 against $24,000).
- If you coach and need $150,000 a year to cover income and overhead with room for 10 clients, your Retainer Floor is $1,250 per client per month.
- At 8 clients the same floor rises to about $1,563; at 15 it drops to $833.
What does a sales coach charge per hour or per session?
A sales coach’s hourly price is rarely printed as an hourly rate, so the honest way to compare is to divide a package by the live hours it includes. Few of the sales coaches we checked put a price on the page; the National Association of Sales Professionals (NASP) is one exception.
The Sales Coach Fee Ladder below lists every price we verified on the provider’s own page on 15 November 2026. All three sites print a $ sign with no currency code.
| Pricing model | Provider and tier | Published price | What the price includes | Effective rate (our arithmetic) |
|---|---|---|---|---|
| Per-hour package | NASP Starter | $1,995 | 3 hours of 1:1 coaching | $665 per hour |
| Per-hour package | NASP Growth | $2,995 | 8 hours of 1:1 over 3-4 months | About $374 per hour |
| Monthly retainer | NASP Retainer | $1,495 a month | 4 hours of coaching a month | About $374 per hour |
| Monthly retainer, 12 months | Untap Gold (certified coach) | $24,000 a year, or $2,400 a month for 12 months | Twelve 1-hour 1:1 sessions with a certified coach, plus group program | $2,000 a month if paid annually |
| Monthly retainer, 12 months | Untap Platinum (Ian Koniak) | $48,000 a year, or $4,800 a month for 12 months | 1:1 calls with Ian Koniak, plus Gold | $4,000 a month if paid annually |
| Group program | Untap Silver | $12,000 a year, or $1,200 a month for 12 months | Weekly live group coaching | $1,000 a month if paid annually |
| Self-paced portal | Untap Bronze | $2,997 a year | On-demand video portal | About $250 a month |
| Team program, per rep | SalesBuzz On-demand | $500 per rep, 12-month access | Self-paced program; live tier is “Contact us” | $5,000 for a 10-rep team |
| Success fee | None published | Not listed on the pages we checked | Negotiated per engagement | Model it yourself (see below) |
For context, the ICF’s 2023 study reports a North America average of $272 per one-hour session across every kind of coaching, from a survey fielded from October 2022. NASP’s hourly prices sit above it, which fits the ICF finding that business coaches and coaches whose clients’ coaching is paid for by someone else (sponsored) earn higher fees. For the general picture, see what business coaches charge in the US.
How it works
How to price a sales coaching engagement
Name the pricing model
Sort the quote into per-hour package, monthly retainer, team program or success fee. Each one hides cost in a different place.
Count live 1:1 hours
Divide the price by the one-on-one hours it includes. Group calls and content libraries come second.
Compare payment terms
Total the monthly plan over 12 months against the up-front price. On published plans the gap was 20%.
Check the Retainer Floor
Coaches divide income plus overhead by client capacity times 12. Never price below that floor.
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Frequently asked questions
How much does a sales coach cost per month?
Published US retainers run from $1,495 a month at NASP for 4 hours of coaching to $4,800 a month on Untap Your Sales Potential’s Platinum payment plan, checked 15 November 2026.
How much do sales coaches charge per hour?
Few publish an hourly rate. NASP’s packages work out to $665 an hour for 3 hours and about $374 an hour for 8 hours. Across all coaching types, the ICF 2023 Global Coaching Study reports a North America average of $272 per one-hour session (2022 data).
What should I charge as a new sales coach?
Start from the Retainer Floor: (target annual income + overhead) divided by (client capacity times 12). At an assumed $150,000 to cover and 10 clients, the floor is $1,250 a month per client. Price above it on value, never below it.
Is a sales coaching success fee a good deal?
Only if the lift is modest. No sales coach we checked publishes a success-fee percentage; on assumed numbers, 10% of $200,000 extra revenue is $20,000, close to a year of Untap Gold.
Why is paying monthly more expensive than paying annually?
Providers price the risk that you leave early. Untap’s 12-month payment plans total 20% more than paying up front on each tier that offers one, for example $28,800 against $24,000 on Gold.
How much is a monthly sales coaching retainer?
A monthly sales coaching retainer buys a fixed number of sessions plus access between them, and the published range runs from NASP’s entry retainer to a founder-led program. NASP charges $1,495 a month for 4 hours with email support and monthly reviews. Untap Your Sales Potential sells 12-month memberships; only its Platinum tier includes 1:1 coaching with Ian Koniak himself.
Two things move a retainer price most. Who delivers the session: at Untap, Gold to Platinum doubles the price from $24,000 to $48,000 a year, and the published difference is who is on the call. How you pay: Untap’s monthly plans total $14,400, $28,800 and $57,600 over 12 months against $12,000, $24,000 and $48,000 up front, 20% more on each of the three tiers that offer a payment plan.
Retainers also bundle text access, group calls and content. Count the live 1:1 hours first, then value the extras.
Want this done for you? We book qualified sales appointments on a Pay-Per-Result basis — you only pay for calls that actually land in your calendar.
What do team sales coaching programs cost?
Team sales coaching is priced per rep or per seat when the provider publishes it, and by custom quote when it does not, which is the case for most enterprise training firms. SalesBuzz lists $500 per rep for 12 months of its on-demand program and asks teams to contact it for the version with live coaching.
At the enterprise end, Richardson Sales Performance, a large sales training firm, writes on its cost of sales training page that at a surface level the cost range for sales training “is almost impossible to determine”, because it depends on trainers, training days and headcount. Two published prices show the spread for a 10-rep team:
- 10 reps on SalesBuzz on-demand: $5,000 for the year.
- 10 reps on Untap Silver, paid annually: $120,000 for the year.
The difference is live human time. Reps who need weekly call reviews need the live tier; reps who need a shared method can use a per-seat program, 24 times cheaper on those two prices.
Do sales coaches work on a success fee?
A success fee ties part of a sales coach’s pay to results, but we found no sales coach that publishes a success-fee percentage, so there is no public benchmark to quote.
A workable agreement names the baseline (say, the last two quarters of closed revenue), the measurement window, and what counts as influenced revenue. The table uses assumptions only; replace them with your own.
| Assumed success fee (not a published rate) | Fee on $100,000 extra revenue | Fee on $200,000 extra revenue | Fee on $400,000 extra revenue |
|---|---|---|---|
| 5% of attributed revenue | $5,000 | $10,000 | $20,000 |
| 10% of attributed revenue | $10,000 | $20,000 | $40,000 |
| 15% of attributed revenue | $15,000 | $30,000 | $60,000 |
A success fee is cheap when coaching barely works and expensive when it works well, so a buyer expecting a large lift often pays less on a flat retainer.
If we can’t make you money, we don’t deserve yours.
Pay-Per-Result pricing — performance-based alignment.
The Retainer Floor: what should I charge as a sales coach?
The Retainer Floor is the lowest monthly fee a sales coach can charge each client and still hit a target income after overhead, given how many clients the coach can actually hold. The formula is: (target annual income + overhead) ÷ (client capacity × 12) = minimum monthly retainer.
Overhead covers software, insurance, marketing, accounting and self-employment tax, which the IRS lists at 15.3%. Capacity is how many clients you can coach well at once; for scale, the ICF reports North American coaches currently coach 13.5 active clients on average. Incomes and overheads below are assumptions.
| Target income (assumed) | Overhead (assumed) | Total to cover | Floor at 8 clients | Floor at 10 clients | Floor at 15 clients |
|---|---|---|---|---|---|
| $90,000 | $30,000 | $120,000 | $1,250 | $1,000 | $667 |
| $120,000 | $30,000 | $150,000 | $1,563 | $1,250 | $833 |
| $200,000 | $40,000 | $240,000 | $2,500 | $2,000 | $1,333 |
Middle row worked: $120,000 + $30,000 = $150,000; 10 clients × 12 = 120 client-months; $150,000 ÷ 120 = $1,250 a month (floors rounded to the dollar).
Compare the floor with what the average coach actually takes in. The ICF reports average North America coaching revenue of $67,800 a year across 13.5 active clients, which is about $419 per client a month ($67,800 ÷ 13.5 ÷ 12). That is a third of the $1,250 floor above. Published retainers such as NASP’s $1,495 clear the middle-row floor; the bigger risk is empty seats.
The floor is a minimum, not a price. Price above it on value, as covered in how to price a high-ticket coaching offer, and treat capacity as a ceiling you still have to fill.
Why do sales coaches miss their income target?
A sales coach misses the Retainer Floor target when the price sits under the floor or the seats sit empty, and the table above shows what an empty seat costs. Every empty client slot in the middle row of the table above costs $1,250 a month of the plan; two empty slots for a year is $30,000.
Two sources of clients cost almost nothing to start: prospects who said “not now”, and past clients who could buy again. LeadsNow has booked 1,522 sales meetings purely from the dead lists of a seven-figure coaching business selling $12,000 programs, with around a 74% show rate.
If you would rather hand the outreach to someone, compare providers on the ranked list of lead generation agencies for US sales coaches and trainers, or see how LeadsNow works with coaches. Doing it yourself takes a CRM export, a short message sequence and a few hours a week of your coaching time.
Is a sales coach cheaper than a sales consultant?
A sales coach and a sales consultant are priced for different jobs: the coach improves how people execute a working process, while the consultant designs the process, often over more billed hours. Our page on how much sales consulting costs covers the consultant side. Hire a coach when your best rep’s process works and others are not following it; hire a consultant when nobody hits quota and no written process exists; hire neither when the calendar lacks qualified sales calls, because coaching converts calls but does not create them.
Sources
- NASP, One-on-One Sales Coaching packages (checked 15 November 2026)
- Untap Your Sales Potential, membership pricing (checked 15 November 2026)
- SalesBuzz, online sales training pricing (checked 15 November 2026)
- Richardson Sales Performance, How Much Does Sales Training Cost? (published May 16, 2024)
- ICF, 2023 Global Coaching Study, Executive Summary
- IRS, Self-Employment Tax (Social Security and Medicare Taxes)
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