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Are you charging for your time instead of your expertise?
Many entrepreneurs fall into the trap of hourly pricing because it feels like the obvious place to start. But as your skills grow, charging by the hour can actually hold your business back, leading to burnout, resentment, and an income ceiling.
In this episode of Imperfect Marketing, Kendra Corman sits down with Joel Miller, co-founder of SkyFloor, to discuss how businesses can shift from selling hours to selling outcomes. Joel shares the lessons he and his twin brother learned while building their agency, including the mistakes they made with pricing, how they transitioned to value-based pricing, and why positioning is the foundation of premium pricing.
They also dive into the role AI plays in today's service businesses. Rather than replacing expertise, Joel explains how AI can become a powerful collaborative tool that helps professionals deliver better results more efficiently, while reinforcing the importance of human experience, strategic thinking, and client trust.
In this episode, you'll learn:
- Why hourly pricing often creates burnout and limits business growth.
- How to determine the true value of your services.
- The importance of asking better questions during discovery calls.
- How positioning influences pricing more than most business owners realize.
- Why raising your prices can temporarily reduce leads, and why that's often a good sign.
- How AI can enhance your work without diminishing your value.
- The mindset shifts needed to confidently charge premium prices.
About Joel Miller
Joel Miller is the co-founder of SkyFloor, a digital strategy and web agency he has built alongside his twin brother for more than 17 years. Joel helps businesses clarify their positioning, develop effective digital strategies, and create websites that focus on measurable business outcomes.
Connect with Joel
Website: https://www.theskyfloor.com/
LinkedIn: https://www.linkedin.com/in/joelelliottmiller/
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