“Kill Bill.”  Kill the hourly bill to be exact.  This summarizes the sentiment of investment banker turned CFO-for-Hire and pricing consultant, John Ray.  John reminds us that our clients care most about results. Therefore, charging the right price means having a value conversation with your clients to understand how to price.  In this episode, John   unpacks the psychological factors involved in pricing, validates why pricing is the most important factor in profitability, and explains why you should stop billing your clients by the hour.  Listen as he also outlines the process for figuring out your client’s desires and charging a price that aligns with the premium experience you create for them.