For coaches, consultants and fellow professionals who want to earn more from their hard-won knowledge, experience and expertise.
"How to Get More Leads, More Clients, and Enjoy a More Profitable Business"
Discover how to position your expertise, price your value, create recurring revenue. And turn what you know into the profit, freedom and choice your business was always meant to provide.
Fully revised for our world where AI is changing how professional value is created, judged and rewarded.
★★★★★
“Using Peter’s ideas from the book, I’ve increased my fees by 50%”
Jim Jordan, Kent Business Consultancy
Paperback and Kindle available now. You also get your complete FREE £500 Bonus and Template Pack. Including:
- A FREE copy of my new book 'AI and The Great Value Migration'. How to grasp opportunities, others mistake for threats (value £20).
- Your What to Say Pricing Scripts
- Special Report: 355 Answers to the 4 Golden Questions of Business Growth, plus more templates
Answer this one question
Are you being paid just for your time, or for the difference you make?
You know you deliver value.
Your clients trust your judgement. They get results. They benefit from your experience. They walk away better off, because of implementing your ideas, advice and guidance.
Just some of the problems...
A little discount here. A bit of project creep there. A proposal softened because they don’t want to 'put clients off'. A fee that feels safe, but is far lower than the value created.
And every time this happens, unfortunately you programme your client to see you as less valuable than you know you are
It doesn't just reduce your income. It affects your positioning, your confidence, and the business you spent years to build.
The good news is this...
Undercharging is not a talent problem. It's a 'pricing-knowledge problem.' And pricing can be learned.
This is exactly what The Profitable Business Coach gives you. Practical, proven ways to value pricing, raising fees with confidence, attracting better clients, and becoming rightfully rewarded for the difference you make.
It's about time!
Inside the book
What's inside The Profitable Business Coach?
This is a fully revised edition of my book paid!.
Jam packed with practical step-by-step ideas, you can implement today.
Part One
Value Over Price
Stop selling your time. Start positioning the value of their outcomes.
You discover:
- Why setting fees by time is one of the most expensive mistakes a professional can make
- How to use 'The Contrast Principle' so your fee feels like an investment, not a cost
- Why discounting will damage more than just your margin
- How to position yourself as the obvious choice even before price is discussed
- The Two Attribution Errors keeping good people shackled to the wrong fee
Part Two
Higher Fees
Charge what your value deserves, and state it without apology.
You’ll be using:
- My Proven Pricing Models. They work
- How to move beyond 'day rates' and 'project fee
- How recurring revenue turns one-off work into your predictable income
- The difference between The Offering and The Offer, and why this improves what clients will gladly pay you
- How to handle the fee conversation, including what to say when someone asks the dreaded, “can you do it for less?”
Part Three
Better Clients
Attract the people who value what you do, and let the price-shoppers go elsewhere.
You see how to:
- Focus your business using The 4 Questions of Business Growth - magic!
- Create lead magnets to attract the clients you love to work with
- Use Author Status to strengthen your positioning and increase trust
- Build your brand. Clients see you as the expert, not just another option
- Inject AI to multiply the value you deliver, without generating slop.
Updated for 2026
Fully revised and updated for 2026
The principles of value pricing have not changed. The world has.
It's true, AI is reshaping expectations. Buyers are more informed. Competition is noisier. And too many professionals are being pulled into a 'race to the bottom.'
Why?
Because they don't clearly explain the value of their judgement, their experience and their clients' outcomes.
The AI Advantage
How to use AI to increase the value you deliver. Why your experience, judgement, relationships and ability to create outcomes matter more than ever.
The Power of Recurring Revenue
How to move away from feast and famine and build reliable monthly income.
The Fee Conversation
Word-for-word guidance for the moments when money is on the table and confidence matters most. Including how to respond when a client asks for a discount (how dare they!)
Already read the first edition?
Thank you! This second edition is not just a tidy-up. It includes new chapters, updated thinking and fresh guidance for the way you need to position yourself. Especially, in a world where AI is changing how clients think about expertise, speed and value.
If the first edition helped you think differently about pricing, this edition helps you apply those ideas with even more confidence in today’s world.
Free for readers
Your copy includes the complete Bonus and Template Pack
Value £500 (probably 10x more)
Reading about higher fees is useful.
Using the ideas in your next proposal, pricing conversation or client meeting is where the money is.
That is why every copy includes the complete Bonus and Template Pack, minimum value £500:
- Your ‘What To Say’ Scripts. Ready-to-use words and phrases for your next client conversation, so you can explain your value clearly, discuss fees confidently and avoid the dreaded discount conversation.
- Your FREE copy of my new book, AI and The Great Value Migration. Discover how to recognise, position for and profit from the opportunities others may mistake for threats. Value £20.
- Special Report: 355 Answers to the 4 Golden Questions of Business Growth. A practical collection of ideas for getting more clients, increasing your average order value, encouraging clients to buy more often and improving retention.
- The Knowledge Multiplier. Another 79 ways to get paid for your impact, inspiration and influence.
- Action Plans and Templates. Adapt and use the same tried-and-tested tools I’ve developed over decades, including the Client Gathering Document, the Yesterday’s Road Method and the W.W.H.A.M. Template.
The Template Pack is FREE for readers. Simply scan the QR code inside the book to claim yours.
Here’s the deal
One undercharged proposal could cost you £1,000s
One idea, used in one proposal, could repay the price of the book and double your fee rate and beyond. See below. And there are 15 chapters.
Paperback and Kindle available on Amazon.
Proof
Here's What Other Fellow Coaches and Consultants say...
Steve Neale
★★★★★
“I created additional profits of over £100,000 using Peter’s ideas, and my product The Limbic Performance System (LPS) made around £250,000 in just 1 year from its launch, and has generated income of around £1million in direct sales or blended learning sales.”
Limbic Performance System
Sylvia Snowling
★★★★★
“Turnover before I met Peter: £79,672. One year later: £267,172. And the second year: £384,442. That’s from just implementing ONE of Peter’s suggestions.”
STL Claims
Jim Jordan
★★★★★
“Using Peter’s ideas from paid!, I’ve increased my fees by 50%.”
Kent Business Consultancy
Stephen Dann
★★★★★
“This book is impossible to read... Not because it's difficult, but because every chapter is packed with practical ideas that make you stop and take action.”
Business Impact Solutions Ltd
Straight from Amazon
What Amazon readers say about these ideas
The first edition earned strong reviews from consultants, coaches and business owners who used the ideas to rethink their fees, their positioning and their value.
★★★★★
“This is an excellent system”
This is both an exceptional system and a compelling read. After taking quick steps and actions from just the first three chapters, I have already increased my fees by 50%.
J Jordan, Amazon review
★★★★★
“Your bottom line has just been catapulted to the next level”
This book brings together Peter's best proven ideas, tactics and strategies for growing a business faster, pricing with confidence and creating greater value.
Nick Horton, Amazon review
★★★★★
“This will live on your desk, not your shelf”
A book I revisit for inspiration and guidance, which is something I rarely say about business books. Full of actionable insights and designed to be genuinely useful, with a clear layout, larger font and space for notes.
J Fraser, Amazon review
★★★★★
“In business? Read this book”
Easy to read, easy to understand, easy to take action. For any service business that needs to get paid, get paid!
Peter R, Amazon review
★★★★★
“A gem on every page”
Peter keeps it short, sharp and to the point, with practical ideas, systems and processes you can use straight away. Worth every penny.
Lesley Morrissey, Amazon review
★★★★★
“THE reference book for making more profit”
This is a concise Bible of key ingredients for fuelling growth in your profits. Unique thinking and solutions from the author with all of the practical how to apply the concepts, processes and principles.
Mark Allen, Amazon review
★★★★★
“Simple to read & apply!”
Great book, easy to read full of business wisdom from a legend in its field.
Kostas Kapelas, Amazon review
★★★★★
“Great stuff!”
Loads of really good ideas for changing from fee based to value based rewards.
Phillip Harris, Amazon review
★★★★★
“Insight and value on every page”
This book has practical power. It will challenge the way you think about your business, your value and your fees. Like a good gym session, it may stretch you at first, but you’ll be stronger for it.
James F, Amazon review
About the author
Peter Thomson
The UK’s Most Prolific Business Development Author.
He started in business in 1972 and built three successful companies, selling the last to a public company for £4.2 million after just five years of trading. He retired at 42.
It did not last.
Since then, Peter has spent decades helping consultants and professionals turn their knowledge, experience and expertise into income.
Having written and recorded over 200 audio and video programmes, becoming Nightingale Conant’s leading UK author. The author of over 10 books (including an Amazon best seller.) Peter also holds an honorary doctorate for his work in communication skills and, in 2017, received a lifetime achievement award from the Institute of Sales Management.
Today, Peter specialises in helping professionals become more confidently, consistently and correctly paid for the value they deliver.
The Profitable Business Coach is Peter’s lifetime of pricing, positioning and persuasion know-how in one practical book.
Get more leads, more clients and more profit
PS: Your copy of The Profitable Business Coach includes the complete FREE Bonus and Template Pack, including the ready-to-use ‘What To Say’ scripts for your very next client conversation.
PPS: You could be reading the Kindle version within minutes. And the sooner you read it, the sooner you can start using these proven profit-making ideas in your own business.