Contractor Evolution 202. How Much Should Contractors Charge? - Ellen Rohr
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Mar 5, 2025 Ellen Rohr, an industry legend and founder of Zoom Drain, shares her wealth of knowledge about contractor pricing strategies. She emphasizes the importance of understanding costs and effectively communicating value. Ellen discusses how to determine what to charge based on financial goals and market positioning. She also delves into the significance of billable hours and training sales teams to confidently convey pricing. In a world of inflation, she offers insights on adapting pricing while maintaining customer relationships and industry standards.
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Yox's Story
- Ellen Rohr's husband's business partner, Yox, died at 33 from a stress-induced health crisis.
- This event prompted Rohr to join her husband's plumbing business and eventually learn proper pricing strategies.
Prioritize Pricing
- Focus on pricing first when growing a business.
- Price is the easiest lever to adjust, unlike other business aspects.
Quintupling Prices
- Rohr quintupled her prices and found success despite conventional wisdom.
- Her experience demonstrates that price isn't customers' primary concern.
