A legal practitioner, public administrator and business consultant, Mr George Asonja, has released a new book aimed at helping entrepreneurs, professionals and small business owners develop effective pricing strategies for sustainable business growth.
The book, titled “Price Like a Pro: Charge with Confidence. Grow with Clarity,” seeks to address what the author described as one of the most overlooked challenges facing businesses; pricing.
Asonja said the publication was designed to equip entrepreneurs with practical knowledge on how to determine the value of their products and services, improve profitability and avoid the pitfalls like under-pricing.
According to him, many business owners work hard, satisfy customers and deliver quality services, yet struggle financially because they lack a proper understanding of pricing.
Asonja said that fear of losing customers, uncertainty about value and lack of pricing knowledge often lead business owners to charge less than they should, thereby limiting business growth.
“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.
The legal practitioner noted that the book explores areas such as pricing psychology, value-based pricing, service pricing, premium pricing, customer perception, behavioural economics and pricing strategies for the digital economy.
He said that the publication combined practical frameworks, case studies and real-world examples to help readers understand how customers perceive and respond to pricing decisions.
The legal practitioner said the book was released at a time when businesses across Nigeria and other parts of the world were facing inflationary pressures, rising operational costs, changing consumer behaviour and increasing competition.
He revealed that pricing decisions had become critical to business survival and long-term sustainability in the current economic environment.
Asonja said many entrepreneurs had spent years improving products and services while neglecting the pricing systems that drive profitability.
The author explained that mastering pricing remained one of the quickest ways businesses could improve performance without necessarily increasing workload.
Asonja added 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 visibility, credibility and professional positioning.
He revealed that while the previous book helped professionals become known and trusted, “Price Like a Pro” was designed to help them convert visibility and influence 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,” he added.
Asonja expressed optimism that the book would resonate with entrepreneurs, consultants, coaches, freelancers and professionals seeking practical solutions to pricing challenges.
He described the publication as both a business guide and a reminder that confidence, backed by strategy, can help transform businesses and unlock greater profitability.
He noted that the book could be purchased on several channels such as; Amazon (https://a.co/d/066nEc77) and Selar (https://selar.com/m/georgeasonja).
