A legal practitioner, public administrator and business consultant, George Asonja, has unveiled a new book, Price Like a Pro: Charge with Confidence. Grow with Clarity, to help entrepreneurs, professionals and small business owners develop effective pricing strategies for sustainable business growth.
The publication focuses on addressing what the author described as one of the most overlooked challenges confronting businesses, pricing.
Speaking on the motivation behind the book, Asonja said many entrepreneurs and professionals work hard, satisfy customers and deliver quality products and services but still struggle financially because they lack a proper understanding of pricing.
According to him, fear of losing customers, uncertainty about the true value of products and services, and inadequate knowledge of pricing often compel business owners to charge less than they should, ultimately limiting profitability and business expansion.
He noted that the book provides practical insights into determining the true value of products and services, improving profitability and avoiding the dangers of underpricing.
“Many people have built businesses around their expertise but have never been taught how to properly monetise that expertise. Pricing is not just about numbers; it is about value, positioning, confidence and strategy. When people learn how to price correctly, they often discover opportunities for growth that were hidden in plain sight,” he said.
Asonja explained that Price Like a Pro explores key areas including pricing psychology, value based pricing, premium pricing, service pricing, customer perception, behavioural economics and pricing strategies suitable for the digital economy.
He added that the publication combines practical frameworks, real life case studies and relatable business examples to help readers better understand how customers perceive and respond to pricing decisions.
The legal practitioner observed that the book comes at a critical time when businesses across Nigeria and other parts of the world are grappling with inflation, rising operational costs, changing consumer behaviour and increasing competition.
According to him, pricing decisions have become central to business survival and long term sustainability, stressing that many entrepreneurs invest heavily in improving their products and services while neglecting the pricing systems that ultimately determine profitability.
He maintained that mastering pricing remains one of the quickest ways businesses can improve financial performance without necessarily increasing their workload.
Asonja also disclosed that the new publication builds on the success of his earlier book, Next Level Branding: Top Personal Branding Strategies for Modern Professionals and Business Owners, which focused on personal branding, visibility and professional positioning.
While the earlier book taught professionals how to become visible and trusted, he said Price Like a Pro equips readers with the tools to convert that visibility into sustainable income and business growth.
“Visibility without value is empty, but value without proper pricing leaves money on the table. Next Level Branding teaches people how to position themselves for opportunities, while Price Like a Pro teaches them how to capture the value of those opportunities,” Asonja stated.
He expressed optimism that the book would resonate with entrepreneurs, consultants, freelancers, coaches and professionals seeking practical solutions to pricing challenges.
According to him, the publication serves not only as a business guide but also as a reminder that confidence, backed by sound pricing strategy, can transform businesses and unlock greater profitability.
