In this episode, Ray discusses the most common mistake he sees solopreneurs make when selling professional services - pricing on the wrong part of the service.

Clients often think they want the professional's time, but they really want their expertise.

Pricing based on time doesn't make sense for most knowledge workers or professional services.

Ray recommends pricing services based on the outcome that they will deliver.

Clients want to change something, and every change has value associated with it.

Solopreneurs should price their services relative to the outcome they will deliver, considering the cumulative amount of revenue or sales that their service will generate and the amount of time and money they will save their clients.

Key takeaways:

The most common mistake solopreneurs make is pricing their services based on time. Clients want expertise, not just time.

Solopreneurs should price their services based on the outcome they will deliver.

Every change has value associated with it.

Solopreneurs should consider the cumulative amount of revenue or sales their service will generate and the amount of time and money it will save their clients when pricing their services.