Showing coaches how they can make more money and have the time to enjoy it through fee-setting and pricing strategies.
Attention All Coaches:

"Find out how you can easily add 50% or more to your fees and attract more clients with the utmost of integrity"

From: Tom Buford
"The Business Success Mentor"
Atlanta, GA, USA
Date:Monday, 8:07 a.m.

Dear Coaching Friend:

While going through a great coach training program I noticed a serious problem taking place.  Nobody knew what to charge.  The fees that the students, and even the instructors, were coming up with were WAY too low!  These were talented people with great life experiences, but they were totally undervaluing themselves.  Let me prove the point.

Why aren’t YOU charging enough? Do you feel like you…

Get nervous when you discuss your fees because you feel unprepared and self-conscious
Are frustrated by the number of hours you have to work because you’re trading time for money
Have been undercharging for the amazing results you know you deliver but are unsure what to do about it
Are hungry to raise your rates, but you're nervous about the reaction you will get from your clients
Are completely OVERWHELMED
Don't have enough clients
Don't have enough time to spend with family and friends because you’re spending all your time
Compare your fees to others in your field and wonder why you don’t stand out as a coach
Feel that you have to have years of experience before you can raise your fees
Are afraid that you will be living out of integrity by charging a profitable fee for doing something that you are passionate about

Then it's time to begin charging what you deserve!

Read on and find out more about my
Charge What You Deserve Coach in a Book.


"With the few easy-to-apply tools and techniques from Tom, I went forward with a project proposal that was well into the five figures"

"I've been a marketing consultant going on 10 years, and I've given price quotes to dozens of potential clients.  I've always been intimidated by putting a higher price on my services and really never had a clear idea about how to determine the value of my expertise.  I'm sure I have left tens of thousands of dollars on the table.

After a single 30 minute conversation with Tom, though, I've started to recoup my losses--and, more importantly, I now have more confidence to charge what I deserve.

With the few easy-to-apply tools and techniques from Tom, I went forward with a project proposal that was well into the five figures. It was a greater amount of money than I've ever had the nerve to ask for--and get--before. I'm so glad I found Tom when I did, so I can earn more money than I ever have! Thank you, Tom!"

Donna Kozik
Writing and Marketing Consultant

The truth is, saying that I can help you increase your fees 50% is a VERY modest claim.  About 95% of all coaches are charging between 75-100% LESS than their clients would happily pay them.  So why is this?

6 reasons why coaches charge too little.  They…

Copy other coaches when determining their fees. This is enemy #1. I share, for the first time EVER, my “Lifestyle Fee-Setting Formula”. This is a “fill-in the blanks” formula to find out to the dollar what you should be charging your clients.
Find the formula on page 44.
Focus on “features” instead of “benefits and value.” Learn more about the power of value-based fee-setting. This is the same method that consulting guru Alan Weiss, author of Million Dollar Consulting, uses in his business. Check out Session 3.
Look at their own budget when considering what their clients will pay.
Don’t have enough confidence in their abilities.
Are willing to discount their fees at the first sign of objection. You will learn why it’s not only unnecessary, but damaging to lower fees in order to attract new clients.
Think that lowering their fees will actually attract more clients. This will only attract more “difficult” clients.

These things will keep you constantly frustrated and struggling to get clients that you enjoy working with and are willing to pay you what you’re worth.

Would you like to learn how and when to raise your fees with existing clients?  Then Session 8 is for you.

What if you could easily increase your confidence and charge much more for your coaching?

Amazing things can happen when you get your mind in the right place and have a system for charging what you deserve!

The Charge What You Deserve Coach in a Book is unlike ANYTHING else available on the topic of fee-setting and raising your current fees while attracting MORE clients.

While talking with a coaching colleague the other day she confessed how frustrated she’s been that she isn’t attracting as many clients as she would like and the ones that she is attracting are draining all of her energy.  A light bulb went off in her head when I shared this one, amazing tip with her that I share with my private clients.  And it is SUPER easy!

I’ve checked out several other programs on the topic of fee-setting and raising rates and I’ve noticed a ton of gaps in their information.  It’s scary how so little time is spent on the COACH’S mindset.  Other programs out there are almost completely ignoring the fact that the mindset needs to change BEFORE anything else can change.  But I’ve created several, what I like to call, “magical triggers” that will allow this change to take place almost immediately.  And the best thing is that these POSITVE changes will carry over into other areas of your life!  It really IS magical. 

Any one of the 10 chapters in Charge What You Deserve Coach in a Book can guide you into easily adding hundreds or even thousands of dollars a month to your coaching practice.

Imagine what it would feel like to…

Double your current fees and know that you can get it.
Have complete confidence when telling prospects what you charge.
Know the ONE, simple technique to turn a "NO" into a "YES" every time.
Be a sought after EXPERT in your field.

“Through Tom’s guidance, tools and consultative coaching, coaching professionals are sure to start claiming their value and taking the industry to new heights of credibility”

“Tom has taken the pulse of the coaching industry accurately and has discovered the #1 challenge facing such service professionals today, who are frustrated, living on the financial edge and suffering while doing good work. Bottom line: they are simply not charging enough! While there are a number of reasons for this, and he clearly has the knowledge and support to help address them, it is his experience as a successful business owner for 15 years in another industry that gives him a unique perspective to help coaches create their big fee leap to new levels..”

Lynn Scheurell,
Creative Catalyst,

By the end of the Charge What You Deserve Coach in a Book you will have:

Less stress because you will know how to immediately earn more money
More confidence when talking to prospects about your fees
A greater level of inner peace knowing that you can set your fees and prices with integrity and earn a fantastic living at the same time
Burning desire to create a thriving coaching practice
A PLAN to increase your income 50% or MORE

You will learn how to immediately add value to your coaching practice by tapping into your past experiences, both "good" AND "bad". Actually, you would be amazed at how valuable your "bad" experiences are to your skills as a coach. To paraphrase an old quote, "I don’t want to be led by a mountain guide who’s never been lost."

Too many coaches don’t realize just how much they have to offer. It doesn’t matter:

That you have 20 years of coaching under your belt
Whether or not you have any certification
That you’re just getting started

Fortunately for you there’s hope.  The Charge What You Deserve Coach has everything that you need to decide what fees your SHOULD be charging and the best methods to go about getting them with ease. 

OK Tom, you got my attention.
Now what do I need to do to get moving?

Well, I guess I should cut to the chase and tell you how small your investment is to begin earning hundreds and even thousands of dollars more every MONTH! 

$97!  Yup, for about 25 cents a day over the course of a year, you can be on your way to having more energy and passion for your coaching practice than ever before.  How much did you pay for that last latte?!?!

And with the Charge What You Deserve Coach in a Book you will be making more money than you ever thought possible.

If ONE of the countless ideas that I’m sharing with you helps to increase your fees just $75 more per month and you average 8 clients per month, then you just made an extra $7,200 in one year.  I think that’s an amazing return on your investment. 

Remember that once you learn this information, you will be able to use it FOREVER!

Here’s what you get:

Charge What You Deserve Coach in a Book.  This will be shipped to you within a couple days of your order so that you can begin transforming your business and your income as soon as possible.

FREE 12-month subscription to my online newsletter, “Charge What You Deserve Profit Steps”.
Special discounts on upcoming events and products only available to those who have purchased the Charge What You Deserve Coach in a Book.

5 Steps to Charge What You Deserve -  A 1-hour, content-rich audio download to help you dramatically increase your fees starting today.


"Tom has done a great job drilling down potentially overwhelming content to an easy-to-understand manual for new entrepreneurs. The checklists are perfect for anyone who appreciates being organized. He's covered the most important bases, and has included some very valuable tips and hints.

"’From Lazy to Loaded’ is a must-read for every coach, consultant, and service professional who wants to start their own business on the right foot."

Laurie Cameron, CC, MCRC, Mentor Coach and Senior Trainer for Coach Training Alliance

You also get my personal money-back guarantee so that your purchase is absolutely 100% risk-free

Every penny you invest in this valuable program is safely backed by my lifetime “no ask/no tell” 100% guarantee

I guarantee that after reviewing this program you'll know how to charge what you deserve and GET IT.

But, if for some reason, the Charge What You Deserve Coach in a Book doesn't live up to your expectations, simply send it back and I'll refund your purchase out of my own pocket. You have my word on it!  Forever!  The tele-class and freebies?  They are on me.

The truth is if you’re not happy, I don’t want to take your money!

Here's how to get your copy right now . . .


"Yes Tom, I know that I’m worth it and I’m ready to begin making at least 20-30% more starting right NOW."

*Please send me the Charge What You Deserve Coach in a Book packed with everything that I need to begin charging what I deserve TODAY.  With the profit-steps offered in the book I know that I will be able to confidently double my fees and get them

I know that these bonuses alone are worth the price:

*FREE 12-month subscription to your online newsletter, “Charge What You Deserve Profit Steps.” 

5 Steps to Charge What You Deserve - A 1-hour, content-rich audio download to help you dramatically increase your fees starting today.


Special discounts on upcoming products and events.  These discounts are only available to others who have purchased the Charge What You Deserve Coach in a Book.


I understand that I'm purchasing the Charge What You Deserve at NO RISK, because it comes with a full money-back guarantee that if the program does not live up to my expectations, you'll refund my purchase out of your own pocket.

order now


Order now via 100% secure online server.
After your order information is received you will immediately receive an electronic receipt and an email confirmation of your order.

You know, you can always look over everything now and decide later.  You even get to keep all of the bonus gifts if you decide that the Charge What You Deserve Coach in a Book isn’t what you expected.  What do you have to lose?

Remember, I stand 100% behind the information I'm offering to you. If you decide you don't like my program, just return it and ask me for your money back. It's that simple.

I HATE SPAM so you can be 100% confident that your name and e-mail will never be shared with, rented to, or sold to anyone else. I promise!

If you’re ready to begin Charging What You Deserve then you just have one thing left to do: 

order now

Cheers and Success,

Tom Buford
"The Business Success Mentor"
Have a question? Call me at 404-892-2324 or send an email.

PS – What will it cost if you don’t take action today?  If you are making $3000 a month and I can help you raise your fees by only 20%, it’s costing you $600 a MONTH to do nothing!  Remember, you can get 100% of your money back if you don’t like the information in the Charge What You Deserve Coach in a Book.  But I KNOW you’ll love it.  You have absolutely nothing to lose and thousands of dollars to gain. 

order now

Tom Buford
(404) 892-2324 phone
(404) 892-2324 fax
527 Wabash Ave, Atlanta, GA 30312