In this episode of The Better Than Rich Show, Mike Abramowitz sits down with Danielle Putnam, president of The New Flat Rate and Top 40 Under 40 leader in the trades. Danielle shares her journey from growing up in her family’s HVAC business to building one of the most powerful pricing and sales systems in the home service industry.

You’ll learn:

• How to overcome the stigma of working in the trades.

• Why in-house training programs are the key to recruiting and retaining young talent.

• The psychology behind menu pricing and why giving five options increases sales.

• How to apply Alex Hormozi’s Dream Outcome to home service businesses.

• Why pricing like the company you want to become can transform your growth strategy.

• Practical tips on simplifying operations, saying no to distractions, and scaling smarter.

Whether you run an HVAC, plumbing, or electrical company, this conversation will help you unlock new revenue, create predictable growth, and empower your technicians to sell without pressure.

00:00 – Introduction to Danielle Putnam
02:00 – Childhood in the trades and overcoming stigma
06:30 – Training and developing young talent in-house
08:20 – The origin of menu pricing and The New Flat Rate
12:00 – Why customers buy more when given choices
16:00 – Applying Alex Hormozi’s offer equation
18:30 – Pricing as the company you want to become
23:00 – Five-option psychology and decision fatigue
30:00 – Sales process: new clients vs. existing clients
33:00 – How maintenance visits can drive $1,400 average tickets
35:50 – Why payment options increase closing rates
36:50 – Simplifying business and life as an entrepreneur
38:10 – What it means to be Better Than Rich
39:40 – Learn more about The New Flat Rate & beta launch

Resources & Links Mentioned:

• The New Flat Rate
• A Higher, Better People Faster by Ryan Englin (Referenced by Mike Abramowitz as upcoming guest and relevant to training/hiring in the trades.)
• Matt Michel’s book on pricing (Danielle referenced this book when explaining pricing strategy and “act as if” pricing.)
• Alex Hormozi’s framework (Not a book directly cited, but Danielle and Mike explicitly referenced his “dream outcome, likelihood, time delay, effort/sacrifice” formula, which comes from Hormozi’s $100M Offers.)

Connect with Danielle Putnam:

• Email: [email protected]

• LinkedIn: Danielle Putnam

• The New Flat Rate Podcast

Connect with Better Than Rich:

• Website

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• YouTube

• LinkedIn