On April 8, we're hosting a free web class with Matt Risinger to teach you how to manage your finances like a 7-figure contractor. Register here: https://trybta.com/CE-FIN2025

Grab a copy of Ellen's pricing tool here: https://trybta.com/DL202 

To learn more about Breakthrough Academy, click here: https://trybta.com/EP202 

Today, we’re welcoming industry legend Ellen Rohr to the show. We couldn’t be more excited.

She’s built and sold two companies. Written a slew of unbelievably helpful books including Where Did the Money Go? and How Much Should I Charge? She’s the founder and owner of Zoom Drain which now has over 50 locations.

This episode is all about pricing. AKA how much you should charge and why. 

Episode Highlights:

• Learn why price is the EASIEST and FIRST lever you should always pull when you’re trying to grow your top AND bottom line.
• Understand how to use psychology to help you or your sales team gain the confidence needed to own your value and charge what you need.
• Get access to a simple equation for calculating your own selling price based on your own financial goals (spoiler alert: what your competition charges has nothing to do with it).

00:00-Intro

01:57-About the 2011 book: How Much Should I Charge?

08:45-Why pricing as a passion?

12:36-How most contractors decide what to charge

17:21-The importance of value

21:34-How to figure out what you should charge

29:05-Importance of billable hours

34:22-The best position to be in the market

39:19-How to know when your price is too high

44:27-How to train your sales team to "own their price"

53:39-Pricing analysis and updates in an inflationary environment.

58:01-Fun Hypothetical Question