How Experts Just Like You Are Charging Premium Rates For What They Know And You Can Too!

Non-Fiction - Business/Finance
266 Pages
Reviewed on 05/31/2017
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    Book Review

Reviewed by Viga Boland for Readers' Favorite

If you were to visit Rob Cuesta's website, watch his promotional video, check his bio and bibliography, you'd know immediately that reading Premium! won't be wasting your time...assuming that you want to know how to command fees for your services that are in line with your expertise. What Rob Cuesta does in Premium! is spell out what you've always known, or have heard before, but have forgotten or failed to do. Premium! is a brilliant reminder, not just of what to do, but that we, as professional coaches, consultants, accountants, lawyers, dentists, are most likely offering great value for too little. By doing so, Rob Cuesta's Premium!, like his live presentations, is highly motivating.

One of the best things about this book is its style: it's conversational and friendly, making it an easy, quick read. As the author writes, he does what he espouses in all selling situations: he engages us. We trust him because it's obvious he believes in and practices what he's preaching. It's near impossible to read Premium! without grabbing a pen and making notes or highlighting the text, if you're reading the digital version, because you know these are points you must remember e.g. "Another mistake is selling clients what they need and not what they want," or "How do you get premium prices? Just ask." Of course! Highlight both of those.

Cuesta reminds us that whoever tells the most engaging stories will win and, to drive his points home, he peppers his writing with entertaining stories, like expensive coffee made from the droppings of the Luwak Civet in the jungle, or a crab trying to get out of a hole and being dragged back into it by his fellow crabs. Huh? Read Premium! to see the significance of those stories used as examples of what we should or shouldn't be doing.

Premium! is light only on the surface. Rob Cuesta delivers a powerful punch to the psyche. There are parts here that apply to more than just those selling professional services: anyone in sales should read Premium! As the author states in his introductory pages, Premium! "is about psychology, the psychology of charging more." That may be true, Mr. Cuesta. But quite honestly, it's just good psychology on many levels for many people, whether they are in sales or not. Great book. Loved it. Very inspiring. Read it.

Ray Simmons

When I read a non-fiction book, I want to learn something. I want to learn something practical in an area where I feel I need improvement. There are many such areas, but business is the one I’m focusing on right now. I decided to read Premium! How Experts Just Like You Are Charging Premium Rates For What They Know And You Can Too! I am a teacher, an ESL teacher to be precise, and I am venturing into the world of writing and online publishing, and feel I need a lot of business knowledge and maybe some psychological insight as well. Rob Cuesta gave me a lot to think about in Premium! I am going to need a lot more knowledge about pricing and human psychology before my project is finished, but I feel this book was a great place to start.

Premium! How Experts Just Like You Are Charging Premium Rates For What They Know And You Can Too! is written in a clear, easy to read style that is professional, but not overly academic. I don’t have a background in business, but the ideas and suggestions here made sense to me, and Rob Cuesta backed every position up with graphs, drawings, examples and anecdotes. I learned a lot from this book. I learned a lot about how I think, as well as a lot about how others think. There was plenty of practical advice about pricing and about what people are willing to pay and, just as importantly, why they are willing to pay it. This book was useful to me and that is the bottom line for me right now when it comes to non-fiction.

Gisela Dixon

Premium! How Experts Just Like You Are Charging Premium Rates For What They Know And You Can Too! by Rob Cuesta is all about prices and fees and getting the maximum revenue for your expertise. Premium! is, in a certain sense, part of a set of books that Rob has written on very related subjects, but this book definitely stands independently and can be read on its own. It covers one very specific aspect of business and is meant for professionals in any field, be it sports, medicine, consultancy, etc. that provide professional services to clients. The aspect that this book focuses on is the charging of fees or payments for services, and how to ask for and receive the maximum fees in a particular market. For this, Rob provides details, data, charts, theories, and examples on how it is a bad idea to charge average rates, the power of marketing and giving people exactly what they want and more, how to provide value-added service, how to attract clients with these tactics, and much more. The book is divided into chapters and there is also a table of figures for easy reference to data.

Premium! How Experts Just Like You Are Charging Premium Rates For What They Know And You Can Too! by Rob Cuesta is a useful book for anyone in the professional services field who basically wishes to make more money. Many times, people under-charge in a saturated market, but this book emphasizes the market psychology of clients who are always willing and even eager to pay more for higher value or prestige. I thought the statistical data provided throughout the book was helpful. Overall, this is a useful book for professionals.