Carl Franklin - A Love Letter to Value Pricing

Mar 31, 2026

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In this episode of Ditching Hourly, host Jonathan Stark welcomes Carl Franklin, co-host of the .NET Rocks podcast, to discuss the intricacies and benefits of value pricing. Listeners will gain insights into how value pricing can transform their business approach, moving away from the traditional hourly billing model.

The conversation covers key topics such as the differences between fixed pricing and hourly billing, the importance of the "why" conversation with clients, and strategies for handling project changes. Carl shares his experiences with proposal options, client negotiations, and overcoming resistance to value pricing.

(00:00) Introduction
(00:15) Carl Franklin's Background
(02:09) Early Podcasting Days
(04:39) The Starbucks Card Story
(05:44) Introduction to Value Pricing
(07:06) Fixed Pricing vs. Hourly
(08:01) The Why Conversation
(08:45) First Experiences with Value Pricing
(20:39) Proposal Options and Client Choices
(23:09) Handling Project Changes
(25:02) Partnering and Value Pricing
(27:00) Payment Terms and Client Negotiations
(40:59) Expertise and Pricing Strategy
(41:52) Overcoming Resistance to Value Pricing
(44:02) Collaborative Projects and Revenue Sharing
(45:44) Carl's Current Projects and Podcasts
(48:54) Closing Remarks

Carl Franklin is a seasoned podcaster and developer, best known as the co-host of the .NET Rocks podcast, which has been a staple in the developer community since 2002. Learn more about Carl and his work at .NET Rocks.

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Do you have questions about how to improve your business?

Things like:

Value pricing your work instead of billing for your time?
Positioning yourself as the go-to person in your space?
Productizing your services so you never have to have another awkward sales call or spend hours writing another custom proposal?

Book a one-on-one coaching call with me and get answers to these questions and others in the time it takes to get ready for work in the morning.

Best of all, you're covered by my 100% satisfaction guarantee. If at the end of the call, you don't feel like it was worth it, just say the word, and I'll refund your purchase in full.

To book your one-on-one coaching call, go to:

https://jonathanstark.com/call

I hope to see you there!