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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.
