When Money Resistance Shows Up—for Both of Us

On my beach walk this morning, I was thinking through my business while scanning the shoreline for seals and wampum shells to use in crafts. I was trying to stay anchored in the joy the beach always brings me. But something was nagging at me.

There’s a moment in almost every coaching relationship when the real work begins—and it’s not during a session. It’s when we talk about investing in the work.

I’m still in the early days of running my coaching business. This feels different from coaching as a leader within a company or supporting patients and health coaches in my primary care practices. This is mine—and I’ve noticed I’ve been resisting this part of the conversation.

Here’s the context: I offer two free sessions at the beginning of the coaching relationship to assess readiness and build real value before any financial investment. At the end of the second session, I present my coaching packages and pricing.

And then… I hesitate.

When someone tells me, “My kid’s going off to college,” or “We’re saving for a trip,” or “It’s just not in the budget right now,” I nod. I agree quickly and I back away.

But this is actually where the coaching begins. For them-and for me.

Why do I pull back? Why do I stop?

If I were to ask you: if your phone suddenly broke and stopped working, would you spend $1,000 to replace it? Most people would. Why? Because it adds value to your life.

Or say you’re planning a vacation with your family. You might spend several thousand dollars on that. Why? Because you value rest, joy, and connection.

So why is investing in yourself—your health, your clarity, your growth—any different?

As I reflected on my own resistance, I recognized something deep. Fear of failure. Guilt around asking someone to spend money on themselves. And a money story—my own—still lingering under the surface.

It’s usually not about the money. It’s about self-worth. Safety. Change.

I’m a seasoned nurse and leader. My whole life has been about service, not sales. I never want to be pushy. But the truth is: when I avoid this conversation, I’m actually doing my clients a disservice. Avoidance doesn’t serve transformation.

What I do want is to hold space. To stay rooted in curiosity, not pressure. To reflect with clients, not convince them.

I know what it felt like to invest in myself—and I know the growth that’s happened since I did. For many of us, money isn’t just currency. It’s commitment.

That’s why I will continue to honor dignity on both sides of the conversation. Resistance isn’t a stop sign. It’s data. And when we talk about it openly—with love, with clarity, with service—it deepens the container.

I don’t have to fix anyone’s discomfort. I just have to walk through it with them.

And if you’re reading this, and we’ve done free coaching together, I’ll leave you with this:

What’s your money story? What’s the investment you’re considering? Do you hesitate to ask for what you want? And if so—why?

I’d love to explore that with you. No pressure. Just presence.