“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.

‘This book will pay for itself in your very next client conversation. If you’re tired of leaving money on the table, start here.’ – Chris Do, Founder, The Futur

‘Shows you exactly how to price your way to a business that’s both profitable and enjoyable.’ – Ali Abdaal, Author of Feel-Good Productivity

‘If you want to move from being commodity-priced to being oversubscribed, this is your playbook.’ – Daniel Priestley, Founder of Dent Global, Multiple Bestselling Author

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

FORMAT / ISBN / PUBLICATION DATE / RRP

Paperback / 9781788608817 / June 2, 2026 / £14.99

Hardback / 9781788608800 / June 2, 2026 / £24.99

Ebook / 9781788608824 / June 1, 2026 / £7.99

Paperback and eBook Bundle / £16.99

Robin Waite

Robin Waite is the Founder of Fearless Business, regular speaker at various business events and best-selling author of several bestselling books, including Online Business Startup, Marketing Machine and Take Your Shot.

He puts his decades of business experience to work coaching clients to reach their goals, create more time and increase their revenue.

Robin began his career as a systems analyst for a medical devices company, increasing their turnover by 50 per cent, from £1m to £1.5m.

From 2004 to 2016 he led a successful marketing agency serving over 250 clients. During this time he delivered workshops and masterclasses that helped over 1,000 business owners improve their marketing, product architecture, pricing, websites and digital advertising.

Behind the scenes, Robin is a husband and a father to two young girls, a surfer and Sunday warrior (road cyclist). He holds a Guinness World Record for participating in the largest ever speed networking event, has raised over £5k for a local Children’s charity in the last 4 years and has a goal to help remove 100kg of plastic from the World’s Oceans within the next 12 months via another charity he supports – 4Ocean.