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Most contractors think they have a sales problem. Danielle Putnam knows it’s usually a pricing problem. As the CEO of The New Flat Rate, Danielle has helped service companies across the U.S., Canada, and Australia add billions in revenue by turning guesswork into systems that sell for you.
She grew up in the trades, handing out flyers for her dad’s company at seven years old, and later built a business that changed how contractors price, present, and profit. Her five-option menu system replaces pressure with psychology, helping technicians sell more without ever “selling.”
In this episode, Danielle breaks down why most pricing models quietly kill profit, how to fix your billable hour, and what happens when you finally charge what your work is worth. She also shares lessons from running a family business, introducing EOS, and turning chaos into confidence through structure and accountability.
It’s a candid look at how clear pricing creates predictable profit—and why confidence in your numbers is the real competitive edge.
What You Will Learn in This Episode
• Why most contractors price themselves broke without realizing it
• How the five-option menu system increases close rates and ticket size
• The psychology behind why customers buy the middle option
• How to fix your billable hour and stop bleeding margin
• Why technicians don’t hate selling—they hate pressure
• How to align pricing with process for predictable profit
• The EOS tools Danielle used to fix communication and accountability
• How to turn a family business into a scalable, transferable company
• Why clarity in pricing is the foundation for confidence and growth
More From Profit & Grit
Book your complimentary Financial Insight Session with Tyler Martin, fractional CFO for home services and the trades, here:
http://cfointrocall.com
Learn more at http://cfomadeeasy.com
Follow the show for weekly interviews with HVAC, plumbing, and home service owners and experts who share what it really takes to grow, scale, and profit in the trades.
If you listen to any of the following shows, we’re sure you’ll love ours too!
To The Point Home Services Podcast, Toolbox for the Trades, Masters of Home Service, Home Service Business Coach With David Moerman, BlueCollar.CEO, The Home Service Expert Podcast, Next Level Pros, Blue Collar Business Podcast, Home Service Millionaire with Mike Andes, The Contractor Fight with Tom Reber, and Blue Collar Success Group
🎙️ Profit & Grit by Tyler Martin
Real stories. Real strategy. Real results for service-based business owners.
🔗 Website: ProfitAndGrit.com
📍 LinkedIn: linkedin.com/in/thinktyler
📸 Instagram & TikTok: @profitandgrit
Tyler Martin, a fractional CFO for home services and the trades
📅 Want to grow your business with smarter financial strategy?
Book a free intro meeting
Chapters
1. Welcome And Danielle’s Backstory (00:00:00)
2. Growing Up In The Trades (00:02:20)
3. Founding The New Flat Rate (00:05:20)
4. Expanding Beyond HVAC (00:09:45)
5. Overcoming Flat-Rate Objections (00:12:20)
6. The Five-Option Psychology (00:15:30)
7. Calibrating Prices And Margins (00:19:20)
8. Packaging Value Customers Will Buy (00:23:00)
9. Tech Buy-In And Performance Pay (00:27:00)
10. Implementation Timeline And Integrations (00:31:30)
11. Family Business Realities And EOS (00:35:00)
12. Key Takeaways And How To Connect (00:41:00)
36 episodes
