Are you selling yourself short with hourly billing? This could be the most profitable conversation you hear all year.

When that expert plumber fixed a commercial leak in just 15 minutes and billed $15,000, the client demanded an explanation. His response? "$75 for the labor. $14,925 for knowing where to hit the pipe based on 30 years of experience." This perfectly captures the core problem most service-based business owners face – undervaluing their expertise by focusing on time rather than outcomes.

Dave and Duarne tackle this head-on, revealing why hourly rates fundamentally misrepresent your true value. They show why clients don't actually care how long something takes – they care about the results you deliver. The conversation unpacks why your accumulated knowledge, behind-the-scenes work, and ability to solve problems efficiently are worth far more than the "face time" your clients see.

Beyond just theoretical concepts, they provide practical frameworks for transitioning to value-based pricing. You'll learn how to break down your services to demonstrate full value, how to communicate that value effectively to clients, and why maintaining the same rates year after year is actually choosing to make less money for the same work.

The episode also explores essential business fundamentals like planning for holidays, implementing KPIs early, creating policies for scalability, and focusing forward rather than dwelling on past experiences. These practical insights will help you not just price more effectively, but build a more sustainable business overall.

Ready to stop undervaluing your expertise and start charging what you're really worth? Listen now, then take the challenge to review your current pricing model and see if it truly reflects the value you provide.

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