Do You Have a Deluxe Version? How to Give Your Clients the Choice to Pay More

Let me ask you a question that might make you slightly uncomfortable: Do you have a deluxe version of what you offer?

When I ask this question in my training sessions, I'm hoping to see hands shooting up around the room. But sadly, what I often see are puzzled faces, uncertain glances, and a lot of people thinking, "Maybe I should..."

Here's the uncomfortable truth:

If you're not offering your clients a premium option, you're leaving money on the table. Not just a bit of money—potentially a lot of money. And more importantly, you're denying some of your clients the opportunity to get the level of service they actually want.

The Question Most Professionals Never Ask Themselves

Over my 50-plus years in business, I've seen the same pattern repeat itself hundreds of times. A consultant, coach, or professional builds a solid offering. They price it reasonably. They deliver excellent results. And they never think to ask themselves: "What would a higher-level version of this look like?"

The result? Every client gets the same thing at the same price. Which sounds fair, doesn't it? Everyone's treated equally.

Except here's what actually happens: some of your clients wish they could get more from you. They'd happily pay more for additional time, extra support, faster results, or a more comprehensive service. But because you've never offered them that option, they either make do with your standard service or—worse—go looking for someone else who can give them more.

I've been deluxing my offerings since 1972.

Yes, you read that correctly—for over fifty years. And in that time, I've consistently found that the majority of clients, when given the choice, opt for one of the deluxe versions rather than the standard offering.

That's not a typo. The majority.

Why Clients Actually Want to Pay More

This might seem counterintuitive. We're often taught that everyone wants the cheapest option. That price is the primary decision factor. That we need to compete on cost.

But that's only true for transactional customers—the people who are their own expert, who know exactly what they want, and who shop around to get the lowest price.

The relational client is completely different. They're looking for an expert they can trust. They want guidance. They want the best outcome, not the cheapest service. And they instinctively understand that you tend to get what you pay for.

When you only offer one level of service at one price, you're forcing your premium-minded clients into a box that doesn't fit them. They end up either settling for less than they wanted or questioning whether you're really the expert they need.

Think about it from their perspective. If I came to you with a serious problem—something that was costing me significant money or causing real stress in my business—and you offered me only one solution at one price, what message does that send?

It suggests you've got one gear. One approach. One level of capability.

But if you said, "Here's how we can help at the premier level. Here's what the deluxe version includes. And for clients who want the most comprehensive support, here's our double deluxe option"—suddenly you're demonstrating range. Expertise. The ability to meet me wherever I am.

Wealthy clients do not want to buy cheap advice. Full stop. Offering only a budget option can actually cost you the clients you most want to serve.

The Deluxe Document: A Simple System for Premium Pricing

Let me show you exactly how to structure your deluxe offerings. I use a simple document that you can create in about an hour, and it will transform how you think about your services.

Here's how it works:

Take a piece of A4 paper. On the left side, create a wide column. In that column, write down every possible element of service you could provide to your clients.

This might include:

• Core service delivery
• Follow-up sessions
• Phone support
• Email support
• Templates and resources
• Video training
• One-to-one coaching
• Group coaching
• Priority scheduling
• Written reports
• Implementation support
• Review meetings
• Ongoing check-ins
• Access to online resources
• VIP events or experiences

Don't hold back. List everything you currently do, everything you could do, and everything you'd love to offer if clients were willing to pay for it.

Now, on the right side of the page, create three narrow columns. Label them Premier, Deluxe, and Double Deluxe (or whatever names feel right for your market—more on that shortly).

Go through your list and put a tick in each column where that element is included. Premier gets your core offering. Deluxe gets everything in Premier plus additional benefits. Double Deluxe gets everything in both previous levels plus the most comprehensive support.

Here's the key principle: each level should include everything from the levels below it, plus additional value.

So if someone buys your Deluxe package, they get all of Premier plus the Deluxe extras. Double Deluxe gets the full works.

At the bottom of each column, write your price point.

That's your Deluxe Document. Simple, clear, and incredibly powerful.

How I Used Deluxing to Build a Six-Figure Membership Programme

Let me share a real example from my own business. This happened about thirty years ago, but the principle is timeless.

I was running my first product creation workshop—a two-day weekend event at £2,000 per person. We had 25 people attending, and the first day had gone brilliantly. People were engaged, taking notes, asking great questions.

That Saturday evening, I was chatting with a colleague who asked me a question that changed my business: "What are you offering at the back of the room tomorrow?"

I hadn't planned to offer anything. The workshop was the product.

"Peter," he said, "these people want to spend more time with you. They want to learn more from you. You need to offer them a way to continue the relationship."

So that evening—literally the middle of the course—I sat down and designed a membership programme. I called it the Monthly Mentoring Group, or MMG.

Now, because I'd been deluxing since 1972, I knew I couldn't just offer one option. I needed levels.

Here's what I created:

Standard membership (I'd never call it "standard" to clients, but that's what it was) at £500 per month for ongoing group mentoring.

Then I created "Take Me to Market" - my deluxe version. This included personal one-to-one sessions with me, three or four hours every month, either at my home or via whatever technology we had back then. The price? £2,500 per month for four months, then dropping to the regular £500 per month thereafter.

So the deluxe version was five times the price of the standard—for the first four months, clients would invest £10,000 compared to £2,000 for the regular membership.

What happened?

Out of 25 attendees, 24 wanted to join.

I'd made a mistake in my scarcity—I'd said there was space for only 10 standard members and 3 deluxe members. So I had to stick to those numbers and turn people away (a lesson in itself about testing scarcity levels).

But even with that limitation, I'd created approximately £100,000 of business in one afternoon. And if I hadn't limited the numbers, it would have been £200,000.

That was the start of me running mentoring groups. It developed into various programmes over the years, and it all came from understanding that people want the option to invest more when they see the value.

The 5x to 10x Rule: Pricing Your Deluxe Offerings

One question I get asked constantly is: "How much more should I charge for the deluxe version?"

Through decades of testing, I've found a consistent pattern: deluxe versions work best when priced at 5x to 10x the standard offering.

Yes, that might seem like a big jump. But remember, you're not just adding a small upgrade. You're creating a genuinely different experience with significantly more value.

In my mentoring group example:

• Standard: £500/month
• Deluxe: £2,500/month (5x)

Some clients price their double deluxe at 10x the standard. When you include done-for-you services, intensive one-to-one support, and guaranteed outcomes, that kind of multiplier is entirely justified.

Here's what I've observed: if you only attracted an average of two clients per month to your deluxe offering at £2,500 per month each, that's an extra £60,000 per year. And those clients are getting greater value too. Everyone wins.

The key is ensuring your deluxe versions deliver genuine additional value. This isn't about padding out your offering with filler. It's about providing the extra time, attention, and resources that some clients genuinely need and want.

Membership vs Subscription: Why Words Matter

This might seem like a small point, but language matters enormously in how your offerings are perceived.

I much prefer the word "membership" to "subscription."

Why? Subscription sounds transactional. Membership sounds relational.

When you subscribe to something, you're buying access to a service. When you're a member of something, you belong to a community. You're part of something. There's identity involved.

Think about the difference between "Subscribe to our monthly programme" versus "Become a member of our community."

The second creates a completely different feeling. It suggests exclusivity. Belonging. Status.

When you're designing your deluxe offerings, pay attention to the words you use. They shape how clients think about what they're buying—and what they're worth.

How to Label Your Levels (And Why It Matters)

Speaking of language, what you call your different levels sends powerful signals.

Avoid "Standard." Nobody wants to buy something standard. It sounds basic. Ordinary. The thing people buy when they can't afford better.

I prefer Premier, Deluxe, and Double Deluxe. Some people use Bronze, Silver, and Gold—though personally, I find these a bit overused.

Here's an interesting psychological trick I've used many times. How you label something shapes how it's perceived.

If you're running a group programme and someone asks how big the group is, watch how you frame your answer:

• "It's a large group—about 50 people" (50 sounds big)
• "It's only a small group—just 50 people" (50 sounds intimate)

Same number, completely different perception.

Your deluxe labels work the same way. Premier sounds like the entry-level option when it's followed by Deluxe and Double Deluxe. But it sounds much better than "Basic" or "Standard."

Creating Your Deluxe Version: A Step-by-Step Process

Let me give you a practical process you can work through this week.

Step 1: List Everything You Could Offer

Brainstorm every possible element of service you could provide. Think about:

• Additional time with you
• Faster turnaround
• More comprehensive analysis
• Done-with-you elements
• Done-for-you elements
• Templates and resources
• Priority access
• Exclusive events
• Extended support periods
• Guaranteed outcomes
• Regular check-ins
• Emergency access

Get it all down on paper, even if some items feel unrealistic right now.

Step 2: Create Your Three Levels

Using your Deluxe Document format, decide what goes into each level. Remember, each level should include everything from the level below plus additional value.

Step 3: Price Each Level

Start with your Premier price (what you'd charge for your core offering). Then price Deluxe at 5x and Double Deluxe at 10x.

If those numbers feel scary, that's actually a good sign. You're probably undercharging for your current services.

Step 4: Present All Three Options to Every Client

When you have a client conversation, explain all three levels. Walk them through what each includes and let them choose.

A simple question like "Which of these solutions might suit you best?" opens the conversation without being pushy.

Notice I said "might." Using softer language like might, perhaps, and maybe works far better than being overly certain too soon.

Step 5: Track and Refine

Pay attention to what clients choose. If everyone takes Premier, you might need to add more value to your higher tiers. If everyone takes Double Deluxe, you might be underpricing across the board.

Your Next Steps

Here's what I want you to do after reading this article:

This Week: Create your first draft Deluxe Document with three levels and pricing for each.

Next Client Conversation: Present all three options and see how your client responds.

I've been using this approach for over fifty years. I've taught it to hundreds of consultants, coaches, and professionals. And I can tell you with absolute certainty: when you give clients the choice to invest more, many of them will.

Not because you've pressured them. Not because you've used manipulative tactics. But because you've given them what they actually wanted—the option to get more value by investing more.

If you'd like to go deeper on pricing, positioning, and creating offerings that command premium fees, my book PAID! covers these strategies in comprehensive detail.

And if you're ready to implement these ideas with ongoing support and accountability, The Paid Up Club is where we work on exactly these kinds of business growth strategies week after week.

Remember: the people who give clients choices are the people who build premium practices. And the professionals who create deluxe versions are the ones who get rewarded for the true value they deliver.

Go create your deluxe version. Your future clients—and your bank balance—will thank you.

Until next time, get up, get on, and succeed.

Peter Thomson The UK's Most Prolific Business Development Author