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pricing strategy

Merushka Chetty

Jeffrey Heybruck – A La Carte Billing Was Killing Profits – Here’s the Fix

In this episode, James Kennedy chats with Jeffrey (Jeff) Heybruck, CPA and founder of Lucrum Consulting in Charlotte, NC. Jeff breaks down how he helped a high-end landscaping firm transform its maintenance arm from custom, ad-hoc work into packaged, recurring revenue – boosting margins, simplifying ops, and making the company far more attractive to a private-equity roll-up. Along the way, he shares CFO tactics for pricing, renewal timing, quoting, and why you shouldn’t kill an “unsexy” service that quietly drives both profit and pipeline.

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Merushka Chetty

Michael Barbarita – From $250K Loss to $500K Sale: The Ultimate Turnaround

James Kennedy sits down with Michael Barbarita, founder of Next Step CFO and author of Powerful Business Strategies, to unpack four decades of wins and lessons – from buying his first company with high-interest debt, to engineering turnarounds with risk-reversal guarantees, to selling a struggling service business for a 10× EBITDA multiple. Michael shares the exact tactics he used to negotiate seller financing, restructure vendor debt, raise prices the right way, and craft compelling offers that competitors won’t match.

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Merushka Chetty

Mark Gilham – Why Your Rebate Program is DESTROYING Your Business

James Kennedy sits down with Mark Gilham, Head of Enable Advisory at Enable.com, to unpack when B2B rebates create real growth – and when they quietly destroy margin. Drawing on Mark’s unusual career arc (private trust funds in Jersey, group finance at Grafton Group, and now rebate strategy), they dig into cost-plus traps, rebate vs. discount decisions, and the contract/ops misalignments that trigger disputes and missed cash.

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