Consulting
I work directly with consultants, coaches, and fractional executives who are ready to move off hourly billing and want a strategist alongside them while they do it.
Who this is for
This work fits established independent experts at roughly $150,000 or €130,000 in annual gross revenue and above, who already deliver strong results and know their pricing isn’t keeping up. If your invoices spark disputes, if efficiency keeps costing you money, or if you’ve pushed your rate as high as it’ll go and the ceiling hasn’t moved, this is the conversation to have.
It’s not a fit for very early-stage freelancers or for anyone looking to add hours rather than change the model.
What we work on
The work stays inside four areas: how buyers make pricing decisions, how your offer is structured, the pricing architecture itself, and how to read what your own numbers are telling you.
In practice, that means verifying your positioning so the right clients self-select, building the value conversations that reveal what an outcome is worth, designing a three-tier offer in place of a single price, and setting the path from one-off projects toward recurring revenue. It’s the VALUE framework applied to your specific practice.
How engagements are priced
Engagements are priced by value, not by the hour. The fee reflects what the change is worth to your business, and it’s set per engagement after we’ve talked. There’s no rate card, because a fixed price for unknown work would repeat the mistake the practice exists to fix.
A client’s verdict
“I’ll never go back to single-price coaching. The three-tier structure didn’t just increase my revenue; it increased my impact. I’m serving more people, achieving better results, and working with clients who truly value what I provide. That’s worth more than the money.”
Harry Thorn, founder of Harry Thorn Coaching, UK
A 166 percent revenue increase in four months, documented in Appendix G of Sell Destinations, Not Journeys
Start smaller if you’d rather
If you want a read on your numbers before committing to anything larger, the Fee Leakage Diagnostic is a fixed-fee, fixed-scope review that shows where your current model is losing revenue. Its fee is credited against a Sprint if we go on to work together. See the diagnostic.
What working together is like
“Before working with Judson, I tended to start sales conversations with a product demo. He helped me understand the importance of a structured process, beginning with a ‘discovery’ conversation to understand what was happening in the prospect’s business before building interest and presenting our platform. This, I realised, is especially important in B2B sales. The shift helped me connect our solution to the challenges that mattered most to decision makers and generated much greater interest in what we were working on.
One of the most valuable aspects of Judson’s coaching was the opportunity to practice difficult conversations and objections before they happened. Having those discussions in advance meant I felt prepared and confident, including when presenting challenging findings to sceptical CEOs.
Judson also helped me simplify my presentations, moving away from academic language and making the content more engaging and relevant for senior leaders.
His coaching has been particularly valuable in helping me develop confidence around pricing. He showed me how to position pricing in line with the scale and scope of the engagement, and reminded me that successful selling is not about discounting, but about clearly communicating value. As a result, I’ve become much more comfortable holding the line on price when it reflects the work involved.
I would highly recommend Judson to anyone selling a complex solution where success depends on understanding customer needs and communicating value effectively.”
Emma Clarke PhD, Co-Founder
Helder Insight
Start with a call
Every engagement starts with a 20-minute conversation. If the work is a fit, we talk about scope and price. If it isn’t, I’ll tell you, and point you toward a better next step.