# Carl Franklin - A Love Letter to Value Pricing

Page: https://stenobird.com/podcast/ditching-hourly-660667/carl-franklin-a-love-letter-to-value-pricing
Text version: https://stenobird.com/podcast/ditching-hourly-660667/carl-franklin-a-love-letter-to-value-pricing.md
Podcast: [Ditching Hourly](https://stenobird.com/podcast/ditching-hourly-660667)
Published: 2026-03-31T10:00:00+00:00
Episode link: https://share.transistor.fm/s/310e3d64
Audio file: https://media.transistor.fm/310e3d64/9081e687.mp3
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JSON: https://stenobird.com/v1/public/podcasts/ditching-hourly-660667/episodes/carl-franklin-a-love-letter-to-value-pricing
Duration seconds: 2958

## Resource

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 . ---- 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 propo…

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## Transcript

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