LCR Media Podcast
Episode #551 – How to Stop Underpricing Your Jobs
Host: Naylor Taliaferro
Guest: John Pajak (Profits with Pajak Podcast)
Date: April 14, 2026

Episode Overview

This lively episode of the LCR Media Podcast brings together host Naylor Taliaferro and financial expert John Pajak (Profits with Pajak Podcast) for an innovative multi-stream conversation. Together, they tackle the perennial challenge of underpricing jobs, especially as the spring rush hits the green industry. Their discussion blends personal experience, practical strategies, and a preview of deeper learning opportunities, including an upcoming free webinar and summer event aimed at business owners in lawn care, landscaping, and related fields.

Key Discussion Points & Insights

1. The Importance of Proper Pricing in the Spring Rush

• Naylor identifies underpricing as the top challenge faced by lawn and landscape pros this time of year, based on polls and his own experience.
  • "Underpricing is always the highest rated option in that poll. So it's not a guess...I had this challenge, you know, early on when I first started my business 12 years ago." (A, 15:15)
• The increased workload during the spring can either "make or break you" financially.
• Pricing jobs correctly is critical for long-term sustainability and avoiding seasonal traps.

2. Overcoming the Fear of Knowing Your Numbers

• Pajak shares candidly about his early struggles: "When you don't know how to price your work, it is terrifying. You always have this fear hanging over you. And that's the one thing that I truly want to help others avoid, is that fear of not knowing." (B, 16:44)
• Most business owners start from scratch, often without a strong pricing framework, leading to years of learning by trial and error.

3. Budgets, Break-Evens, and "Value-Based Pricing"

• Pajak is known for detailed financial approaches, helping businesses get to the "molecular level" of their numbers.
  • "You start looking at the way that I price, you know, budgets break evens of bottom lines—that's what I'm kind of known for now. ...I get down to the molecular level." (B, 17:32)
• Beyond knowing cost, businesses must understand and communicate the value they bring, not just settle for lowest common denominator pricing.

4. Immediate Action: Building Route Density

• Naylor shares his personal journey to discovering route density as a pivotal factor in profitability and work/life balance.
  • “Driving all over Richmond, Virginia was not profitable with my time because I was working really late, past dark, missing dinner, barely making as much money or enough money to get to where I wanted to go... The only way for me to get more work done in a select amount of time, be home for dinner and so on, is to have better route density.” (A, ~24:13)
• Four-step route density framework:
  1. Say no to the wrong work: Out of your service area, types of jobs you don't want, or clients that don't fit your model.
  2. Strategically raise prices: Repel price shoppers, attract clients who value quality.
  3. Cluster customers: Focus on building dense routes in favorable neighborhoods.
  4. Refine services: Drop unprofitable offerings, double down on what works.

5. Raising Prices to Attract the Right Clients

• Raising prices is about positioning and market segmentation:
  • "By just doing the first two steps, by saying no and raising my prices, I built a whole neighborhood of 26 accounts in a neighborhood with only million dollar plus homes. And that was my ideal customer, because they recognize value and they're willing to pay for value." (A, 27:15)
• High-value clients are less price-sensitive and more focused on reliability and quality.

6. Education & Resources to Shorten the Learning Curve

Free Webinar Announcement

• Date/Time: April 15th, 7 PM EST
• Hosts: Naylor, John Pajak, and Eric Triplet (“The Pond Digger”)
• Focus: Pricing, contracts, avoiding money-losing commitments, with actionable formulas and frameworks.
• Quote:
  • "On the webinar...Payjack's going to be breaking down the formula on how you can figure out your pricing so you at least have something to go by or like a foundation." (A, 21:46)

Upcoming Live Event

• Profit Accelerator Live: June 26th-27th, Richmond, VA
• Focus: In-person deep dives on profits, route density, pricing, and business growth.
• Quote:
  • “We’re going to be spending two days with you really dialing in your profits—how to accelerate your profits in your business, manage your time better so you get more profits out of life.” (A, 19:36)

Notable Quotes & Memorable Moments

• On overcoming pricing fear:
  • “When you don’t know how to price your work, it is terrifying. You always have this fear hanging over you. And that’s the one thing that I truly want to help others avoid, is that fear of not knowing.” — John Pajak [16:44]
• On route density as the foundation for profit:
  • “If I get them closer together...the only way for me to get more work done in a select amount of time, be home for dinner and so on, is to have better route density.” — Naylor Taliaferro [24:13]
• On raising prices as a filtering tool:
  • “It repels the wrong people. The cheaple people, right? The people that are cheap and looking for a bargain.” — Naylor Taliaferro [27:20]
• Naylor’s personal transformation:
  • “My number one goal when I started my lawn care business was: how can I get my time back and still make money to pay my bills?... I can dictate who came in and out of my doors—who are my customers that I’m going to work with?” — Naylor Taliaferro [24:50]
• On giving back and shortening the learning curve:
  • “We’ve all had to start somewhere, and we’ve learned a lot, and now we want to just give back and help shorten that learning curve.” — Naylor Taliaferro [15:15]

Important Timestamps

• 00:05 – 13:49: Naylor’s reflections on the evolution of livestreaming, content creation, and why innovative communication matters.
• 13:49: John Pajak joins the conversation; transition to pricing and profitability talk.
• 15:15: Naylor defines underpricing as the #1 spring challenge for pros.
• 16:44: Pajak details the fears and risks of not knowing your numbers.
• 19:36: Announcing upcoming events: Profit Accelerator Live and the free pricing webinar.
• 24:00 – 30:37: Deep dive into Naylor’s route density framework and live actionable steps for better profitability.
• 30:37: Pajak previews actionable steps he’ll deliver during the webinar.
• 30:43 – End: Encouragement to continue learning through Pajak's podcast and details on connecting for further resources.

Action Steps & Takeaways

• Know your numbers—mastering costs and value is crucial for setting profitable prices.
• Say “no” strategically to non-ideal clients and non-profitable jobs.
• Build dense service routes to save time and increase actual billable work.
• Raise prices to attract high-value, low-hassle clients.
• Take advantage of industry-specific learning opportunities, such as the free webinar and live events highlighted in this episode.

Further Learning & Links

• Profits with Pajak Podcast: Deep dives into financial management for the green industry.
• April 15th Pricing Webinar: [Link in episode description]
• Profit Accelerator Live (June 26-27, Richmond, VA): [Link in episode description]
• Connect with Naylor & John on Instagram and podcast platforms.

This episode is a must-listen for anyone in lawn care, landscaping, or related entrepreneurial spaces seeking to break out of the underpricing trap and supercharge both profit and time freedom.