The Deluxing Strategy: How to Increase Your Income Without Finding New Clients

Let me ask you something important.

How would an extra £100,000 in profit change your business?

Not turnover. Not revenue. Pure profit.

Would you take two years to get there? Five years? What matters is that you make the decision right now about how much extra you want and over what timeframe.

Because here's what I've learned after 52 years in business: the world brings us exactly what we programme our minds to expect.

Today, I'm sharing a strategy that's helped my clients—coaches, consultants, and business professionals like you—add significant income without the exhausting work of constantly chasing new clients. It's called deluxing, and it might be the most straightforward income multiplier you'll ever implement.

What is Deluxing?

Deluxing is beautifully simple.

It means creating premium versions of what you already offer—versions that deliver more value to clients who want (and can afford) a deeper level of service from you.

Think about it this way: right now, you're probably offering one main service package. Maybe you do coaching at one price point. Or consulting with a standard scope. Perhaps training with a fixed format.

But your clients aren't all the same, are they?

Some want more of your time. Others need additional support systems. Many would pay significantly more for enhanced results or faster implementation.

Yet most professionals never offer these premium options. They leave money on the table because they've never explicitly created and communicated higher-tier services.

That's what deluxing solves.

My 52-Year Journey with Deluxing

I started my first business in 1972 as a private investigator.

Yes, you read that right.

I was tracing absconded debtors for companies like Imperial Tobacco. My basic service was straightforward: find the person for £4, or nothing if I didn't. It was contingency-based, which meant companies willingly sent me work others had failed at.

But then I did something that changed everything.

For the right cases—where the debt was substantial, say £400 (remember, this was 50 years ago)

I offered a deluxe version. For £25, win or lose, I would attempt more extensive searches than the basic service included.

Clients trusted me because I'd already proven myself with the basic service. And suddenly, we were making as much from these premium investigations as from the volume of basic ones.

We eventually became the largest tracing agency in Europe, handling 4,000 cases monthly.

That success was built on two concepts: contingency pricing and deluxing.

Why Clients Are Waiting for Your Deluxe Offer

Here's a truth that will change how you think about your business:

People don't know what they want until you show it to them.

Steve Jobs said that. And he was right.

Your clients aren't rejecting your premium services. They simply don't know they exist because you've never shown them.

I've seen this proven repeatedly for 30 years. The reason most people don't buy most things from people they already know, like, and trust is shockingly simple: they don't know you sell it.

Let me tell you about a client. He joined as a member of one of my mentoring groups years ago. Initially, he was sceptical. "This is all about sales and marketing," he said. "I don't do sales."

I convinced him to stay and learn about deluxing and double deluxing.

He came back amazed.

"Every client I talk to wants the deluxe version, not the ordinary one," he reported. "They've just been waiting for me to offer it."

He called his tiers Diamond and Diamond Plus. Simple. Effective. Profitable.

The Three-Tier Framework: Premier, Deluxe, and Double Deluxe

Creating your deluxing structure doesn't need to be complicated.

You want three tiers. You can call them whatever suits your market, but the concept remains the same:

Premier - Your foundational offering

Deluxe - Enhanced service with more value

Double Deluxe (or Super Deluxe) - Your comprehensive, premium solution

The key is making each tier progressively more valuable, not just more expensive.

Think about what you could add:

• More of your personal time

• Additional coaching sessions between main meetings

• Follow-up materials (video courses, audio programmes, templates)

• Pre-work or research before you begin

• Detailed reports or analysis

• Access to you via messaging or quick calls

• Group coaching added to individual work

• Physical materials or card decks with key concepts

• Subscription to ongoing resources

• Priority scheduling or faster turnaround times

The possibilities are endless. I've identified 79 different ways to deliver the same core information in various formats and packages.

How to Create Your Deluxing Document

Right now, I want you to imagine a simple document.

On the left side, you'll list every possible factor you could include in your offering. Everything you just brainstormed and more.

Across the top, you'll have three columns: Premier, Deluxe, and Double Deluxe.

Then you simply tick which elements belong in each tier.

At the bottom, you'll set your pricing for each level.

This is your deluxing document. It becomes your roadmap for creating and communicating your premium services.

Here's the beautiful part: the deluxe version can easily be five to ten times the price of your premier offering. Why? Because you're delivering five to ten times the value.

And here's a positioning secret: make the gap between your middle and top tier smaller than the gap between your bottom and middle tier.

This creates a powerful psychological effect. When someone sees:

• Premier: £2,000

• Deluxe: £8,000

• Double Deluxe: £12,000

That £4,000 difference between Deluxe and Double Deluxe seems reasonable compared to the £6,000 jump from Premier to Deluxe.

If you want most people to choose your Deluxe tier (which is often the sweet spot), this pricing psychology works brilliantly.

When my member first heard about the concept, he was resistant. Like many technical experts, he saw himself as someone who delivers quality work, not someone who "sells."

But that's precisely the point. Deluxing isn't about selling harder. It's about offering more value to clients who want it.

After implementing his Diamond and Diamond Plus tiers, he discovered something remarkable: his clients weren't just willing to pay more. They were actively choosing the premium option.

Why?

Because his deluxe service gave them what they actually needed—more comprehensive solutions, better results, and peace of mind that comes from working with an expert who's fully invested in their success.

The clients were already there. The desire for premium service was already present. He just needed to make the offer visible.

Practical Deluxing Ideas for Coaches and Consultants

Let me get specific about what deluxing could look like in your practice.

For Coaches:

Your premier package might be monthly sessions for six months. Your deluxe version could add weekly accountability check-ins via messaging, access to recorded training modules, and priority booking. Your double deluxe might include twice-monthly intensive sessions, unlimited messaging access, quarterly business reviews, and admission to group masterminds.

For Consultants:

Premier might be your standard project delivery with defined scope and milestones. Deluxe adds regular strategy sessions during implementation, detailed documentation and templates, and team training. Double deluxe includes everything plus ongoing advisory access for 12 months, quarterly reviews, and speaking engagements with your client's team or customers.

For Trainers:

Start with your live training programme. Deluxe adds a comprehensive video and audio library for reinforcement (remember, recall is the issue, not memory), plus implementation templates and tools. Double deluxe includes all that plus follow-up coaching sessions, certification programmes, and licensed materials to train others.

The pattern here is clear. You're not creating entirely new services. You're enhancing what you already do brilliantly.

The Pricing Psychology That Makes Deluxing Work

Here's something most people get wrong about premium pricing.

They think clients will resist paying more.

But that's not how value works in the real world.

When someone buys your premier service and gets results, they're not thinking, "I wish I'd spent less." They're thinking, "I wonder what else Peter could help me with."

Or more accurately: "I wish I'd had even more of Peter's expertise during this process."

Your deluxe and double deluxe offerings answer that wish before they even articulate it.

You're not pushing premium services. You're responding to the natural desire for more value from an expert they already trust.

And here's the critical bit: many consultants undercharge dramatically for their basic service, then wonder why they're exhausted. When you create a deluxe tier at five times your standard price, you might only need one-fifth the clients to earn the same income—while delivering deeper value to fewer people.

That's the real secret of deluxing. It's not about working more. It's about being appropriately rewarded for the substantial value you deliver.

Conclusion: Your Deluxing Action Plan

So here's what I want you to do right after reading this.

Book an hour in your diary. I'm serious. Stop reading and open your calendar app right now. Find a slot in the next 48 hours and block it out.

In that hour, you're going to create your deluxing document.

List everything you could possibly offer on the left. Draw your three columns across the top. Start ticking boxes. Set your pricing at the bottom.

Then do something that might feel uncomfortable: tell your next three prospects or current clients about all three tiers.

Not just your usual offering. All three.

Watch what happens.

I predict at least one will choose a premium tier. And when they do, you'll understand why I've been using this strategy for 52 years.

The opportunity isn't in finding new markets or creating new services. It's in offering more value to people who already want to work with you.

That's deluxing. That's how you add £100,000 in profit over the next few years without burning yourself out chasing clients.

The only question is:

Are you ready to Earn an Extra £100,000 Profit in Your Business - In the Timeframe You Decide?

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