Speaking
Judson Rollins gives audiences a clear, practical case for pricing expertise by its value, drawn from 15 years in airline revenue management and the VALUE framework from Sell Destinations, Not Journeys. Sessions are built to be used the next morning, not just admired in the room.
Keynote topics
These run as sessions for firms and their leadership, partner offsites, strategy kickoffs, and practice-group retreats, as well as association keynotes.
The Two Sales Conversations You’re Not Having
Most experts lose deals before they ever discuss a solution. They pitch too early and price on guesswork. This keynote covers the two conversations that change the outcome: the value-discovery dialogue that happens before any number, and the three-tier presentation that takes negotiation off the table. Grounded in behavioral economics and airline pricing psychology.
Ideal for: partner offsites, professional-services firm retreats, and practice-leadership sessions.
Stop Selling Time: The Six-Figure Mistake Experts Keep Making
A headwind adds 40 minutes to your flight and the fare stays the same, because you bought a destination. Hourly billing does the opposite, charging more for slower work. This session lays out the real economics of hourly billing and the case for outcome-based pricing, with transformation stories from consulting and professional services.
Ideal for: firm strategy kickoffs, partner meetings, and professional-services conferences.
From Commodity to Premium
“I help firms improve operations” guarantees commodity pricing. “I help professional-services firms cut proposal-to-signature time from six weeks to two” commands a premium. This keynote shows why narrow positioning expands a market rather than shrinking it, with case studies of consultants who raised rates by getting more specific.
Ideal for: firm growth offsites, practice-group leadership sessions, and BD or marketing retreats.
The VALUE Framework: 90 Days to a Value-Based Business
The full five-stage method, delivered as both inspiration and implementation plan. Audiences see the pricing mistakes they recognize in their own work and leave with the specific steps to escape the time-for-money trap in 90 days.
Ideal for: firm all-hands, partner retreats, and association keynotes.
Background
Judson’s work has been featured in the Financial Times, Fortune, Reuters, BBC, and CBC News. He’s the author of Sell Destinations, Not Journeys, a member of the Professional Speakers Association of the Netherlands, and a licensed private pilot with an instrument rating.
What organizers say
“Judson delivered a full-day workshop on pricing for a room of founders at Amsterdam Founders Club. He sure knows how to hold a room, and how to get people to actually take action. It’s been one of our top workshops so far, one that people keep raving about.”
Marcel Wijermars
Founder, Amsterdam Founders Club
What attendees say
“I thoroughly enjoyed the workshop with Judson. One of my key takeaways: when a client is trying to reduce the price, instead of getting into that discussion, it’s a lot more valuable to talk about which services could be adjusted to match their price point. I put this into practice within a week, with a client who had asked for a whopping 50% discount. Judson had advised me to call her instead of sending an email. I did, and I agreed to the 50% discount with a significantly reduced number of sessions and a commitment that she would introduce me to two people in her network. She was very happy with that offer. We negotiated the terms, not the price, and I was thrilled to be able to put something to practice so quickly after the workshop.”
Tanu Pal Chowdhury
Founder, BalanceWorks
Book Judson for your event
Tell me about your audience and your event, and I’ll reply with my availability and an honest read on whether I’m the right speaker for it.