#262 Why Pricing Still Lives In Your Head (And How To Get It Out)

In this episode, I share a conversation I had with a coaching client this week that took me straight back to my PwC days.

A firm still billing every client from timesheets, and losing up to 2 days a month just deciding what to invoice.

With the owner stuck as the pricing bottleneck.

I break down:

Why billing by the hour means the faster AI makes you, the less you get paid
What my PwC days taught me about WIP reports, write-offs and made-up numbers
Why you are not a bank, and should never be financing your clients
The terms of business that get every client paying monthly by direct debit
Why clients who fear the meter ticking will never see you as a trusted advisor
The internal and external drivers that should shape every price you quote
Why "I'll get back to you in a couple of days" quietly costs you the deal
How I went from £100 a month clients to a £135,000 one-off fee
What a £50,000 bottle of perfume taught me about the ceiling on price
Why confidence in pricing comes from evidence, and why that means going first

I also give an update on hiring our new client manager, and explain why I'm flying 20 hours to Vegas next month to learn from people further ahead than me.

This episode is sponsored by Karbon, the practice management platform we recently moved to after 12 years on our previous system.

If you've ever felt like pricing lives in your head and nowhere else, this episode is for you.

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