Why You're Leaving Money on the Table | Alex Hayes, Boost Pricing

Most small business owners are leaving money on the table — and their own habits are the reason. In this episode of How Was I Supposed To Know That?, Bernard A. Williams, Esq of Company Counsel LLC talks with Alex Hayes, President of Boost Pricing, about value-based pricing: why confidence (not just skill) drives margin, why revenue is a "vanity metric," when discounting quietly costs you, and how to raise prices without losing the clients you want to keep. Whether you run a law firm, a marketing agency, or any professional-services business, Alex breaks down the mindset and the math behind charging what you're actually worth. ⏱️ Chapters 0:00 Intro — the money you're leaving on the table 1:04 Meet Alex Hayes, President of Boost Pricing 1:41 From client to president: Alex's origin story (and EOS) 4:44 Confidence vs. skill: what really moves margin 7:13 The owner's dilemma: close rate vs. margin 9:29 "Revenue is vanity" — why profit margin is what matters 10:51 The metrics that belong on your dashboard (+ the profitability calculator) 12:39 Do businesses ever overcharge? How to tell 15:32 Where to start when you HAVE to raise margins 17:08 Pricing in professional services: big law vs. small firm 20:22 Why Alex hates discounts (the $300 → $200 problem) 22:48 Hourly rates, efficiency & AI 24:35 Price increases: internal fear vs. external reality 26:00 The Netflix effect — stop worrying about being liked 28:25 A real client win: pride and confidence in sales 30:16 What's next for Boost Pricing + the book Fearless Pricing 31:33 Parting advice for small business owners 🔗 Reach Alex: alex@boostpricing.com 🏛️ Company Counsel LLC — legal counsel for small companies in growth mode. 🔗 Reach Company Counsel: https://www.companycounsel.law/ #ValueBasedPricing #PricingStrategy #SmallBusiness #ProfitMargin #Entrepreneurship