Business owners should base their pricing on outcomes or value delivered rather than charging hourly, as this allows for significantly higher revenue.

“So, if you say, "Hey, I'm going to save you 200 grand. Uh, I charge 30% of what I save, so it's 60." But that way, you're charging for outcomes, not hours.”

The suggestion to create a $5,800 pricing audit offer is a logical way to solve the issue of selling high-ticket services to cold leads.

“Alex's idea about the $5,800 offer really makes a lot of sense when he was explaining that trying to sell somebody a $30,000 service cold isn't working.”