We talk about:

• Jonathan’s beef with hourly rates.


• Clients don’t want your time, they want your results.


• Time is the wrong thing to focus on. What should you focus on instead?


• Transitioning your business away from the hourly model and to the value pricing model.


• The big transition: switching your mindset in the sales interview.


• You want some urgency from prospects. Why do they want it now?


• You need to ask them: “why me? Why not someone cheaper?”


• Be confident that what you deliver is the best out there, and simply be confident as a business person.


• Come to them as a peer and know you have control in the conversation.


• You need to be prepared to walk away from any client.


• How you can position yourself to make things easier.


• Always ask for testimonials from happy clients."


• What is the leading indicator that you think will lead to sales?


• Learn the difference between the strategy and the deliverables.


• Break down every possible assumption in advance.


• How to deal with cashflow problems.

Important Quotes:

• “It destroys wealth and value creation.”


• “What is their real objective?”


• “My whole life was hours.”


• “They’re expecting to get something back.”


• “That’s just basic hygiene.”


• “Share that out to the world.”


• “They don’t want to know how hard your job is.”


• “This is definitely a million dollar thing for you.”

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