{"product_id":"sell-destinations-not-journeys-9789083605326","title":"Sell Destinations, Not Journeys","description":"\u003cp\u003eThere's a ceiling on your income. It's called your calendar.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIf you're a consultant, coach, or fractional executive, you already know the trap: hourly billing caps your earnings, punishes your best work, and turns your expertise into a commodity. The better you get, the less you earn per hour. While you're perfecting your craft, someone cheaper is winning the bid.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eAI is making this worse. The faster you deliver, the less an hourly model pays you, and AI makes everyone faster. The efficiency you have spent years building now works against you.\u003c\/p\u003e\u003cp\u003eSell Destinations, Not Journeys shows you how to escape that trap in 90 days or less.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eDrawing on 15 years in airline revenue management, Judson Rollins reveals why airlines never charge by the hour. They sell destinations, not flight time. The same principle transforms how you price professional services. Your clients don't want your time. They want outcomes. Transformation. Results.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eUsing the proven VALUE Framework, you'll learn how to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003ePosition yourself so clients won't want to comparison-shop\u003c\/li\u003e\n\u003cli\u003eLead discovery conversations that surface what results are truly worth\u003c\/li\u003e\n\u003cli\u003eBuild three-tier offers that close in one conversation: no negotiation, no discounting\u003c\/li\u003e\n\u003cli\u003ePrice outcomes with confidence and defend them effortlessly\u003c\/li\u003e\n\u003cli\u003eTransition to retainers and recurring revenue for predictable income\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIt is a step-by-step plan you can act on. Every chapter comes with the tools to apply it: discovery scripts, pricing formulas with worked examples, proposal templates, and a 90-day milestone map you can follow week by week. Real client stories show you what the transition looks like, including what to do when it gets hard.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe consultants who make this shift work fewer hours, earn more per project, and never explain another timesheet. If you're done selling hours and ready to be paid for results, this book is your roadmap.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eStop selling journeys and start selling destinations.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Scale Whisperer\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/03\/2026\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9789083605326\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 418\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.23lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.93d","brand":"Judson Rollins","offers":[{"title":"Default Title","offer_id":52679568949429,"sku":"9789083605326","price":25.49,"currency_code":"USD","in_stock":true}],"url":"https:\/\/pastforward.org\/products\/sell-destinations-not-journeys-9789083605326","provider":"Past Forward","version":"1.0","type":"link"}