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E28: Selling Time vs. Selling a Product with John Warrillow

by Sean Boyce

Best-selling author and founder of The Value Builder System John Warrillow joins me to discuss the dangers of hourly billing, why productizing sales is a more effective way of doing business, and what an accounting productized service looks like.

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John Warrillow is the founder of The Value Builder System, host of Built To Sell Radio, and author of the bestselling books, Built to Sell: Creating a Business That Can Thrive Without You, The Automatic Customer: Creating a Subscription Business in Any Industry, and The Art of Selling Your Business: Winning Strategies & Secret Hacks for Exiting on Top. Here are a few of the topics we’ll discuss on this episode of Accounting Automation:
  • What makes a business valuable past just profitability and revenue.
  • Why entrepreneurs should view their role in their business as similar to being a parent.
  • The dangers of hourly billing.
  • How accounting firms can avoid the trap of billable hours.
  • Why productizing sales is more effective than selling time.
  • What an accounting productized service looks like.
  • How to create an accounting business that isn’t reliable on you.
  • How to create a good work-life balance while running an accounting firm.
Connecting with John Warrillow:
Connecting with the host:


  • 03:43 – “You should run your company as if you’ll own it forever but could sell it in a moment’s notice.”
  • 05:05 – “Think about yourself as a parent of your company as opposed to the CEO of your company.”