COVID rates make the entire ecosystem vulnerable and unstable

n the early part of 2020, we saw massive demand and supply disruptions. Hoarding goods led to sudden empty shelves. Fear had set in. But now, with the year at its close, economies have begun to revive. The usual ask for “COVID rates” is taking a backseat. 

But imagine my surprise and indignation when I realized that prices in the coaching fraternity had been slashed to almost nil. A lot of coaches who need not pursue this profession as a breadwinning one find it alright to drop their prices to levels that others can’t match. Irrespective of how deep your pockets go, you can be moved to engage the Rs 5000/ hour coach as opposed to the Rs 25,000/ session coach. 

Imagine if another coach - all other things similar (exposure, experience, credentials, geopolitical awareness) was to offer you a reduced price of Rs 1,000/ session. 

Or you know what - don’t imagine. It’s actually happening. 

Here’s why I think it is bad for both sides. 

Unless coaches come to the table with an altruistic purpose, there is very little skin in the game for them. Some might still show up for you and engage with you despite the reduced prices, but they will severely curtail the extra mile. 

For the coachee - yes you are probably saving a ton of money - but are you even getting the worth of how much you are spending? Simply viewed through the commercial lens, if you were to simply get what you paid for - I am sure my friend, Google could coach you through life and work. 

It takes decades and scores for the services industry and its professionals to start charging in accordance with what they bring to the table. While I understand COVID discounts (I myself have discounted my charges), dropping them to below sea level is a massive kick to the stomach for the fraternity that really runs it. 

My two cents - if you really want to take on a project with a coachee, do it pro bono. Don’t drop your commercials simply to a placeholder. It does nobody any favors.