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"If you're brilliant at what you do, why are you still undercharging?"
You’re smart, experienced, and get incredible results for your clients. But if you’re still charging by the hour, underpricing your value, and ending each month exhausted and underpaid… something’s broken — and it’s not your work ethic.
Fearless Pricing is the no-fluff pricing guide for coaches, consultants, and freelancers who are tired of trading time for money. Using the powerful MONEY framework, business coach Robin Waite shows you how to shift your mindset, build irresistible offers, master sales conversations, position yourself as a premium provider, and take full ownership of your value — without compromise.
Inside, you’ll learn how to:
- Break free from imposter pricing and self-doubt
- Design offers that reflect your true worth
- Sell with confidence (without sounding “salesy”)
- Attract better clients and charge more with ease
- Build a pricing model that works for you
It’s time to stop surviving and start thriving. Because fearless pricing isn’t about charging more — it’s about finally getting paid what you’re truly worth.
Robin Waite is the Founder of Fearless Business, a coaching programme for coaches, consultants and freelancers, as well as a best-selling author, business coach and business keynote speaker. Using a structured 1-to-1 coaching program, he focuses on product/offer architecture, pricing, marketing, sales, lead generation and productivity.
Foreword: Before We Get Startedx
Introduction 1
Part 1: Mindset Over Mechanics
1 Can I Borrow a Fiver Please? 11
2 Blind Faith19
3 The Engineer/ Picasso 23
4 Your Own Value System (is Flawed) 25
5 Charging What the Competition are Charging 34
6 Why Charging by the Hour is Unethical 40
7 When Do Your Prospects Buy From You? 47
Part 2: Offer With Intention
8 The Difference Between a Product and a Service 57
9 Your Three Core Pillar Offer 68
10 Pricing Strategies 76
11 Pricing Bandwidth 92
12 What To Say When Someone Asks, “So, What Do You Do?” 105
Part 3: Negotiate With Confidence
13 Sales Cycle of Doom 117
14 The Perfect Customer Journey 124
15 100% Money Back Guarantees 130
16 Payment Plans 138
17 What is a Good Conversion Rate? 142
18 The Sequence 151
19 Giving Your Prices Away Too Soon 157
20 Handling Price Objections Without
Folding 161
Part 4: Elevate Your Pricing Power
21 The MVT Pricing Framework 173
22 Social Proof 176
23 Customer Lifetime Value 189
24 Premium Pricing = Premium Positioning 195
25 Scarcity Without Scarcity Tactics
(Pricing vs Capacity) 201
Part 5: Your Worth, Your Rules
26 The Customer is Not Always Right 213
27 The Pricing Auction 225
28 Saying “No!” Without Guilt 230
29 Scaling Without Discounting 240
30 Your Fearless Pricing Manifesto 253
About the Author 256
Acknowledgements 259
Reading List 261
Index 264