Jonathan Stark on happier clients and higher profits through value based pricing (Part 1)

Feeling trapped in your business? Do you find that projects go south by the end? It could be that hourly billing is the problem and value based pricing is the answer. This episode is part 1 of my interview with Jonathan Stark.

Jonathan is a former software developer who is now on a mission to rid the world of hourly billing. He is the author of Hourly Billing Is Nuts, the host of the ‘Ditching Hourly’ podcast, and writes a daily newsletter on pricing for independent professionals - which I subscribe to and really look forward to.

Jonathan is actually indirectly responsible for this whole podcast. His content has inspired and challenged me for years, and although I have bought into the idea that value-pricing is the best pricing method for project work, I’ve struggled with the practicalities and implementation.

Therefore, when I decided to start the Pricing WordPress podcast, Jonathan was the first name on my list of potential guests. I honestly didn’t expect him to say yes so early on, but he’s a super-accessible guy and very passionate about spreading his message and helping people to break out of the hourly billing trap.

My interview with Jonathan was over 80 minutes long, so I’m splitting it into two episodes to make it a bit more digestible. Of course, you can listen to them back to back if that works for you.

In part 1 we discuss:
  • Why hourly billing is nuts
  • Why most of us still sell our time
  • Why you need to maximise profit
  • The difference between fixed cost and value based pricing
  • Why value based pricing is ‘fair’ to your clients (and why hourly billing isn’t)
  • The questions you need to ask in your sales calls
  • How value based pricing helps to qualify prospects
  • How to discover the value of a project and what to do if you can’t
  • And much more

Pricing WordPress is supported by Highrise Digital

Highrise Digital is a UK-based, specialist WordPress development team focused on providing long-term development services for businesses based on WordPress.

If you’d like to learn more about them, you can visit

Resources and links

All of Jonathan's stuff!:

Pricing WordPress is made and sponsored by Highrise Digital

© Highrise Digital 2019