Put Your Prices Up and Keep Your Customers

With James Sinclair

By the end, every item you sell has a colour, every red has a decision, and your price rise is booked in with 90 days' notice.

A 20-page workbook, six video lessons that help you put it to work, and the RAG Sheet. How I work out what every item really leaves me, put my prices up without losing customers, and swap discounts for offers.

£20Pay once, keep it

Buy now, £20

Included: 1 online tool, worth £7

The RAG Sheet~~On its own £7~~

You're buying the 20-page workbook. The 6 video lessons and 1 online tool come free with it.

Secure card checkout. Your login follows by email. 14 days to change your mind.

Your costs went up. Your prices didn't.

Wages up, utilities up, every supplier invoice up. And you've swallowed the lot, because you're sure the day you put your prices up is the day your customers go to the competition.

In my experience, a rise of five or 10% very rarely loses anyone. And if it does, it's a minute amount. What loses customers is bad service, and a letter on the mat telling them their prices go up next week.

The hard part is knowing which prices to move, and how to tell people. I run every item in my businesses through a red, amber, green sheet: the price without the VAT, minus what goes into it. Green is 70% and over. Anything red, I put the price up or I ditch it.

This course is that sheet: the 90-day price rise, word for word, and the offer I give instead of a discount. With the templates pulled out, so you can run your five best sellers through it tonight.

Most people do not charge what they're worth.

From lesson 2: a £7.50 plate of ham, egg and chips, costed on the flipchart

What's in the workbook

Twenty pages. The toolkits come first, so you can use them before you've watched a thing.

Your five best sellers, in ten minutes: price paid, VAT out, ingredients off, and a colour for each.Page 2
The RAG sheet: every item on one line, worked out the same way, with four examples worked through.Pages 4 and 5
Cost what you make: each ingredient costed once, then every item built from them.Page 6
The 90-day price rise: go and see them, call them, put it in writing, and the words to say.Page 7
The price rise letter: fill in the pink parts and print it on your own letterhead.Page 8
How many customers you can afford to lose: the break-even on turnover and on gross profit, worked out.Page 9
The offer builder: what a discount does to every £100 you sell, and what to give instead.Page 10
The coupon that pays you back: the car park ticket idea, planned for your own business.Page 11
The rebate ask list: your biggest suppliers by spend, and what each one offered.Page 12
Your brand bible: your pricing rules, your offers, your staff and how you answer the phone.Page 13

Plus the five sections that follow the lessons: why prices have to go up, what each item really leaves you, offers over discounts, keeping more of every pound, and competing on experience. Then your next 90 days, on one page.

Workbook page: The RAG sheet — The RAG sheet

Workbook page: Your RAG sheet — Your RAG sheet

Workbook page: The 90-day price rise — The 90-day price rise

Workbook page: The price rise letter — The price rise letter

Workbook page: How many customers can I afford to lose? — How many customers can I afford to lose?

Workbook page: The offer builder — The offer builder

Six of the 20 pages, as they print.

The six lessons

Watch a lesson, then do that section of the workbook.

01
The 90-Day Price Rise
Tell them in advance: go and see them, call them, then put it in writing. Ninety days later, the new prices start.
02
Find Out What Every Item Really Makes You
Two items at £7.50 that leave very different money, and the red, amber, green sheet I run them through.
03
Swap Discounts for Offers People Want
Why I'd kill discounting, what to give instead, and two ways to pay less for what you buy in.
04
Ask Your Suppliers for Money Back
Prices up every year at the bare minimum, and the rebates you only get if you ask.
05
Use a Discount to Win Customer Data
The one time I give money off: half price on the back of a car park ticket, for an email address at the gate.
06
Charge More by Giving a Better Experience
Price, experience or hopscotch. Pick one, take the friction out, then shock and awe your customers.

Use these on Monday, before you've watched a video

Most of the value in here needs no homework. These come out of the workbook as stand-alone sheets and scripts.

The five best sellers check

Price paid, take the VAT out, take the ingredients off. Green is 70% and over.

Run it tonight with your last invoices

The RAG sheet

Every item on one line, in the same colours. Anything red, you put the price up or you ditch it.

Do your whole price list this week

The 90-day script

The words to say to your biggest customers, face to face or on the phone, before any letter goes out.

Go and see your biggest customer

The price rise letter

Fill in the pink parts. It confirms what you've already said on the visit or the call.

Send it after the call

The offer builder

What 10% off does to your profit, and something to give instead that costs you far less.

Use it before your next discount

The rebate ask list

Your biggest suppliers by spend. Ask every one for a percentage of your spend back each year.

Ring your biggest supplier

By the end, you'll be able to say

Tick each one off as it comes true.

I know what every item I sell really leaves me, and which ones are red.
Every red has a decision: price up, ditch it, or a loss leader on purpose.
My biggest customers heard about the rise from me, with 90 days' notice.
I know how many customers I could lose on a rise and still be ahead.
I give offers instead of discounts, and any money off gets me a customer's details.
I've asked my biggest suppliers for a rebate.

What happened when they put it to work

From reviews of my books and podcast, and from owners who've worked with me. This course is new, so none of these are reviews of it yet.

...it's only when I discovered James Sinclair it dawned on me how little actual business experience most of them have. ... James teaches business and marketing from the position of someone who runs multiple real life, bricks & mortar businesses

Andrew J. GardnerReviewing the Business Broadcast podcast

It has really opened our eyes to what we weren't doing. I am absolutely loving it. You can really see the difference now between me and my manager, as I have stepped away from the day to day operations.

Paul KingPaul J King Funeral Directors. Business Accelerator member

Great book that really puts the growth journey into perspective for your team. It made me realise a lot, and I'm already putting it into action in my business and seeing results. Definitely one for entrepreneurs with bigger teams.

Christopher GeorgeReviewing The Dream Team

A great read for any business owner, I have taken a lot of great ideas from this book. I have used the rules of your business on page 43 within my company already and it has made a big difference.

Darren TaylorReviewing The Millionaire Clown

James showed me what was possible - we were around £400,000 per annum and he just made me push to the next level and we're now turning over £1,000,000!

Carmel JaneOwner, Carmel Jane Photography

In the process of growing my start up I think about what James would say. Sales before operations, E+M=S, you want a business with margin, a business with scale, high barrier to entry, the 4 company philosophy, invest 50% of profits into slow pounds etc etc.

Josh WoodeReviewing the Business Broadcast podcast

I was on the podcast a few years ago, when I was only making £20k per year. I went away and implemented some of the knowledge James shared. Since then, I've done £100k, £80k and £100k. Thank you.

David GottThe Lovely Car Company. Podcast guest

At first I wondered what I could glean from a clown about business, but it turns out rather a lot! A lot of thoughts, beliefs and ideas swirling in my head have been articulated well by James and it's great to hear how they work in his businesses, I'm certainly enjoying applying them to mine.

Scott JonesReviewing The Experience Business

James speaks from a place of passion and experience. He's built a fast-growth, profitable bricks-and-mortar business and a dynamic team culture. His talks are fast paced, funny, irreverent and packed with value.

Daniel PriestleyEntrepreneur and best-selling author

What you get

The 20-page workbook: the five best sellers check, the RAG sheet, the 90-day price rise script and letter, how many customers you can afford to lose, the offer builder, the rebate ask list and your brand bible
Six video lessons that help you put the workbook to work
One online tool: the RAG Sheet
Watch on any device, print the workbook

14 days to change your mind

If it isn't for you, reply to your receipt email within 14 days of buying and you get the full price back. Your access switches off when the refund goes through.

James Sinclair teaching a room of business owners

Who's teaching this

You're getting me

I run over 40 businesses: a £55m group of companies, over 3,000 staff and one million customers a year.

Every lesson is me, on camera. I'm teaching what I actually do in my own businesses, with the real numbers and the real mistakes.

The frameworks are mine. The RAG sheet, the three things for a price rise, offers over discounts and the brand bible. The RAG sheet is what I run every item in my businesses through.

I started with a clown suit and a party business. Everything in here is what I learned getting from there to a group I don't have to manage.

Who it's for

You haven't put your prices up in over a year, and your costs have gone up all the way through it.
You're scared that the day you do, your customers go to the competition.
You make, cook or assemble what you sell, and you don't know what each item leaves you.
You reach for 10% off whenever it goes quiet.

Questions

Is this a book or a course?

Both. You get a 20-page workbook, with six video lessons that walk you through it. The workbook is the thing you print and write in. The videos are me explaining how I price, and the thinking behind it.

How do I watch it?

On any device, as soon as your login arrives by email. The workbook is a PDF you print. The RAG Sheet opens on your phone, saves as you go and needs no login.

How long do I have?

Pay once, keep it. The workbook, the lessons and the RAG Sheet stay yours for good.

I sell a service. Is this for me?

Yes. The RAG sheet is for anyone buying in ingredients or materials and turning them into something to sell. If you sell your time or trade work, start with the price rise script and the page on how many customers you can afford to lose.

Will I lose customers?

I won't promise you won't. In my experience, a rise of five or 10% very rarely loses anyone, and the workbook works out how many you could lose and still be ahead. Check your contracts and terms before you announce a rise.

Does it tell me what VAT to charge?

No. It shows you how to take the VAT out of a price, so every item is measured the same way. Check the rate on each item with your accountant.

Is this the Business Masterclass?

No. This is six lessons you watch at home. The Masterclass is two days in the room at Ashridge House, 19 and 20 January 2027. Every course points there in the end.

What if it's not for me?

You have 14 days. If it isn't for you, reply to your receipt email within 14 days of buying and you get the full price back. Your access switches off when the refund goes through.

Start the 90 days

The workbook, the six lessons and the RAG Sheet. How I work out what every item leaves me, put my prices up without losing customers, and give offers instead of discounts.

£20Pay once, keep it

Buy now, £20

You're buying the 20-page workbook. The 6 video lessons and 1 online tool come free with it.

Secure card checkout. Your login follows by email. 14 days to change your mind.

Put Your Prices Up and Keep Your Customers

One tool, sold on its own for £7

The RAG Sheet

Your costs went up. Your prices didn't.

What's in the workbook

The six lessons

The 90-Day Price Rise

Find Out What Every Item Really Makes You

Swap Discounts for Offers People Want

Ask Your Suppliers for Money Back

Use a Discount to Win Customer Data

Charge More by Giving a Better Experience