The Power of Choice: Why Menu Pricing Changes Everything with Danielle Putnam

In this episode of Catalyst for the Trades, Jennifer Bagley sits down with Danielle Putnam, President of The New Flat Rate, to talk strategy, pricing, and how contractors can stop giving away their profits. Danielle breaks down why it’s time to retire the word “just” from your team’s vocabulary, how the right pricing menu changes everything, and how to train techs to maximize every opportunity without compromising trust. They also explore how AI is reshaping customer behavior, technician education, and even onsite communication with language translation.

Timestamps:
 00:00 – Intro & Industry Respect
 : Jennifer and Danielle reflect on years of collaboration and impact in the trades.

04:20 – Market Optimism & Homeowner Behavior
 : Contractors are cautiously optimistic—and homeowners are still spending.

10:40 – The Problem with “Just”
 : Why throwing in freebies is costing your business more than you think.

17:25 – The Purpose of Profit
 : A powerful framework for explaining profit to your team and why it matters.

24:10 – How AI is Shifting the Sales Process
 : Educated consumers, faster comparisons, and new tech tools like live translation glasses.

31:55 – The Power of Pricing Options
 : How a clear, flexible pricing menu leads to bigger tickets and happier customers.

38:45 – Dynamic Pricing in Real Time
 : Why pricing shouldn’t be static—and how to raise rates strategically.

44:10 – What's Coming Next from The New Flat Rate
 : Sneak peek at their upcoming AI-powered dynamic pricing platform.

52:40 – Shop Tours Instead of Conferences
 : Danielle’s team shifts from annual events to quarterly, real-world learning visits.

58:00 – Picking the Right Events for You
 : How to choose events that align with your company’s values (and avoid the hype).

1:03:15 – CEO Insights
 : Why identifying constraints and focusing on high-leverage activities matters more than ever.

1:09:10 – Final Thoughts & Next Steps
 : Danielle shares encouragement, pricing advice, and how to get help from her team.

Guest Details:
Danielle Putnam
Title: President, The New Flat Rate
Background: A pioneer in menu pricing and profitability strategies, Danielle helps contractors stop leaving money on the table and start pricing for the future.

Relevant Links:

• The New Flat Rate
• Catalyst for the Trades Podcast
• CI Web Group

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