The Profitable Creative - Christian Brimm

In this compelling episode of The Profitable Creative podcast, business coach Robin Waite joins Christian Brimm for a deep dive into the psychology of pricing, value-based sales, and how to move beyond the limitations of hourly billing. Drawing from real coaching experiences and practical insights, Robin shares the transformative strategies that help entrepreneurs and business owners elevate their offers, pricing, and ultimately, their client outcomes.

Christian Brim is a seasoned CPA and the CEO of Core Group, bringing over 25 years of experience in helping business owners take control of their finances. Having grown up in a family business that ultimately went bankrupt, Christian witnessed firsthand the emotional and financial toll that poor financial planning can take. That experience ignited a lifelong mission to support other entrepreneurs in building sustainable, financially sound businesses. Through Core Group, he empowers clients with the insights and strategies needed to avoid common pitfalls and achieve long-term success.

What We Discussed on The Profitable Creative Podcast

1. Hourly pricing restricts growth: Charging by the hour often undervalues expertise and limits income potential, especially for high-impact services.
2. Value-based pricing shifts focus: Pricing based on transformation and outcomes better reflects the true worth of the service being provided.
3. Productising services builds clarity and confidence: Packaging your offer helps clients understand what they’re buying and allows for higher margins.
4. Sales improve with outcome framing: Positioning your offer as a solution to the client’s problem creates trust and removes the discomfort from sales.
5. Pricing objections reflect value perception: When clients say it's too expensive, it's usually due to unclear value, not the actual cost.
6. Test premium offers with warm leads: Warm contacts are ideal for trialling higher-priced offers, increasing your chances of conversion and feedback.
7. Confidence grows with preparation and support: Combating impostor syndrome involves structuring your offer, practising sales conversations, and seeking mentorship.

Why Hourly Pricing Fails to Serve

Robin kicks off by challenging the traditional hourly pricing model, which often limits income and undervalues service-based work.

The problems with hourly pricing:

• Time over value: Clients pay for hours, not the outcomes.
• Limited income potential: There's a ceiling on what people are willing to pay per hour.
• Undermines perceived value: High-impact work may be completed quickly but appears low-value.

Robin urges service-based entrepreneurs to switch to value-based pricing, where the focus is on the transformation delivered rather than time spent.

The Concept of Productising Services

To move away from hourly rates, Robin recommends productising your service—turning your offer into a structured, outcome-oriented package.

Benefits of productised services:

• Clarity for clients: They understand exactly what they're buying.
• Easier sales conversations: You're not defending an hourly rate, you're showcasing a result.
• Higher profit margins: You can charge more for tangible value.

He shares a story of helping a client go from £30 an hour to confidently selling a £1,500 package by shifting how the offer was positioned.

Sales Confidence Through Outcome Framing

Sales, for many entrepreneurs, often feels uncomfortable. Robin reframes this by focusing on helping clients make a good buying decision, which removes the “ick” factor and introduces confidence.

What outcome framing looks like:

• Ask better questions: Understand the problem deeply before proposing a solution.
• Make the client the hero: Position your offer as a guide to their transformation.
• Avoid jargon: Speak plainly about value and results.

Addressing Pricing Fear: “What If They Say No?”

One key takeaway is understanding that objections like "it's too expensive" are rarely about the price.

What clients really mean:

• "I don't see the value": The outcome hasn’t been communicated effectively.
• "I don't trust you yet": There’s a credibility gap.
• "I'm scared": They may lack confidence in their ability to succeed.

Robin encourages entrepreneurs to take these moments as opportunities to educate and reassure the client, rather than dropping the price or backing out.

The Bandwidth of Pricing: From $500 to $10,000

During the episode, Robin walks Christian through a live pricing exercise. They begin with Christian’s current ticket price of $500 and gradually stretch that perception to consider a $10,000 offer.

Key insights from this exercise:

• Pricing is relative: One person’s “cheap” is another’s “expensive”.
• Bandwidth mindset: There's a vast range between your current price and potential high-ticket pricing.
• Listen to your gut: Your subconscious often knows your true value.

Ultimately, they land on $1,200–$1,500 as a more appropriate price point—representing both the transformation delivered and Christian’s confidence in his offer.

Testing Premium Offers With Warm Leads

Robin challenges Christian to pitch the $1,500 ticket to 10 warm leads. His bet: at least 3 will say yes.

Tips for testing high-ticket offers:

• Start with warm contacts: Reach out to people who already trust you.
• Frame it as a VIP experience: Add tangible and intangible extras.
• Document the process: Use the results to build credibility.

He adds that if Christian doesn’t close any sales in the first five attempts, Robin will personally offer coaching—and even buy a ticket himself!

Building Value into Higher Pricing

Raising prices isn’t just about charging more—it’s about delivering more.

Ideas to stack value:

• A VIP dinner or lunch with speakers
• Bonus training or materials
• Profit audit or personalised coaching
• Early access or exclusive offers

By adding relevant bonuses, you enhance the perceived and actual value, which justifies the higher price and increases client satisfaction.

Overcoming Impostor Syndrome

Robin acknowledges that raising prices can trigger self-doubt. The key is confidence in your offer and clarity in your communication.

Ways to combat impostor syndrome:

• Productise your service: Clear structure reduces uncertainty.
• Practice sales conversations: The more you do it, the easier it gets.
• Get coaching support: Having a mentor accelerates growth.

Confidence doesn’t come from luck—it comes from clarity, preparation, and repeated success.

Final Thoughts

This episode with Robin Waite is a masterclass in value-based pricing and confident sales strategy. Whether you're a coach, consultant, or creative, the shift from hourly billing to outcome-based pricing can be a game-changer for your business.