202. How Much Should Contractors Charge? - Ellen Rohr

Contractor Evolution

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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:

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

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