effective_pricing

You Can’t 'Excel' at Value Pricing: Why Tools Matter More Than You Think

gabi@wickersham.co.uk — Fri, 20 Jun 2025 07:00:08 GMT

“We thought we could just build it in Excel...”

It’s a phrase we hear often from firms trying to implement value pricing on their own. On paper, it seems smart: build a custom spreadsheet, plug in your formulas, and start quoting. But it rarely works out that way.

Spreadsheets are great for tracking data, but they’re not designed for live pricing conversations. In fact, they can make value pricing harder, more stressful, and less effective than it needs to be.

Here’s why DIY spreadsheets are holding your pricing back—and how switching to purpose-built software changes everything.

Why Spreadsheets Fall Short for Value Pricing

Value pricing is dynamic. It relies on real-time scope evaluation, client interaction, and pricing psychology. Spreadsheets weren’t built for that.

Common spreadsheet limitations:

Not interactive : Clients can’t engage with the process
Error-prone : One wrong formula can derail everything
Visually flat : Hard to make compelling during a live meeting
Not scalable : Becomes messy as you add services or options

Teresa Slack learned this the hard way. Early on, she and her sister tried to build their own value pricing model in Excel. It was cumbersome, inflexible, and ultimately couldn’t support the complexity they needed.

“We thought we could just build it in Excel... We quickly realised how challenging that was.” — Teresa Slack

The Hidden Risks of DIY Pricing Models

Trying to manage value pricing through spreadsheets doesn’t just waste time—it can actively damage your business.

Inconsistent Pricing

Without built-in logic, every quote is different depending on who created it, what version they used, or how confident they felt.

Sales Friction

Spreadsheet quotes look clunky. They don’t flow in a live meeting. Clients feel like they’re watching you do maths, not discuss value.

Confused Clients

When clients don’t clearly see what’s included or how the price was calculated, miscommunication is inevitable.

No Room to Scale

As your team grows, spreadsheets become harder to manage and update. Version control issues creep in, and onboarding new staff becomes a nightmare.

What Modern Pricing Software Should Do

A well-designed pricing tool does more than just calculate a number. It enables a better sales experience and value conversation .

Here’s what to look for:

Scope-based logic that adapts to each client’s needs
Live, visual interface that supports interactive meetings
Pre-built templates for bookkeeping, payroll, tax, and more
Behavioural pricing features , like rewards for referrals or efficiencies
Built-in tiering (e.g., Entry, Full, Premium)
Instant proposals or follow-up integrations

This isn’t about tech for tech’s sake. It’s about delivering pricing with clarity, consistency, and confidence.

How Tools Like Effective Pricing Transform the Experience

When Teresa adopted Effective Pricing , she saw an immediate change:

Clients understood the scope of work
Pricing meetings felt professional and guided
Clients selected their own services
Fees increased substantially

“You cannot do value pricing easily without this amazing tool.” — Teresa Slack

One of her clients even increased their monthly fee by 204% during the initial meeting—not because of a sales trick, but because the process made it easy to see the value on offer.

Tools Create Consistency, Not Just Efficiency

Having the right software doesn’t just make pricing faster. It makes it repeatable . It ensures every client gets the same level of clarity and professionalism, whether you’re quoting them yourself or handing it off to a team member.

You can standardise your offerings, track conversion rates, and iterate confidently without fear of breaking a formula.

Most importantly, you create a pricing experience that feels like part of your brand.

Conclusion: Stop Treating Pricing Like a Side Task

Pricing is not admin. It’s not just a number you send after a call. It’s a core part of your sales strategy and client relationship .

If you're still using spreadsheets to manage your pricing, it's time to upgrade. Not just for your efficiency—but for your credibility, your growth, and your peace of mind.

Try Effective Pricing

Want to see what pricing looks like when it’s done right?

�� Book a free demo of Effective Pricing and discover how to:

Quote with confidence
Align pricing with value
Convert more clients—without the guesswork

→ Stop struggling with spreadsheets. Start pricing with purpose.

Why Giving One Price Is Always the Wrong Price

gabi@wickersham.co.uk — Fri, 13 Jun 2025 07:00:20 GMT

“When you give one price, it’s always the wrong price.” — Teresa Slack

It’s a common scenario. A prospective client asks for a quote. You review their details, estimate the work involved, and deliver a single price.

Their reaction? They hesitate. They ask for a discount. Or worse—they ghost you completely.

The issue isn’t that your price was too high or too low. The real problem? You gave them only one option.

Why One Price Doesn’t Work

A single price turns your service into a yes-or-no decision.

You’re putting pressure on the client to either accept or reject your offer—without the context of value or flexibility. Even if you believe your price is fair, your client may not be ready to commit without understanding what they're really paying for.

Plus, you’re locking yourself into a number that may not reflect the complexity, needs, or expectations of the client.

The outcome? You either:

Undercharge (and resent it later), or
Overcharge (and lose the deal)

Neither serves you or the client.

What Clients Really Want: Control and Clarity

In today’s world, clients expect transparency. They want to know:

What they're getting
Why it costs what it does
What options are available

They want to feel in control of the buying process.

When Teresa Slack shifted to letting clients "build their own package" through Effective Pricing, everything changed. Clients began engaging with the process, asking better questions, and ultimately choosing higher-value packages themselves.

The Power of Presenting Options

Instead of giving a single number, offer clients a structured choice:

Entry Level
Full Service
Premium Experience

Or even better, let them dynamically adjust their selection based on scope.

When clients see the value behind each service line, they make better-informed decisions. You move from price being a sticking point to it being a reflection of value.

Teresa shared how one client increased their monthly fee by 204% after going through this process. Why? Because he realised everything that was on offer—and valued it.

How to Present Pricing the Right Way

Here’s how you shift from pricing resistance to pricing confidence:

Scope Before You Quote

Start with a discovery session or diagnostic review. Uncover:

Volume and complexity of work
Pain points and priorities
Desired outcomes

Use Interactive Pricing Tools

Forget spreadsheets and static quotes. Use tools like Effective Pricing to:

Show real-time price changes based on scope
Let clients see what’s included
Build transparency into every quote

Let Clients Shape Their Package

Allow toggling options on or off. If the full package is too expensive, don’t discount—adjust the scope.

“We don’t discount. We remove services.” — Teresa Slack

From Negotiation to Collaboration

This approach changes the nature of the sales conversation:

Old way: "Can you do it for less?"
New way: "What if we removed reporting or payroll support to reduce the price?"

You’re no longer justifying your fee. You’re collaborating with the client to find the right fit.

That builds trust.

That wins work.

Conclusion: Stop Pricing in Absolutes

If you’re still offering one quote per client, you’re missing a huge opportunity to:

Position your value clearly
Increase your average fee
Build better client relationships

The right price is the one the client chooses—because it reflects what they truly care about.

Try Effective Pricing

Want to see how flexible, transparent pricing can transform your firm?

�� Book a free demo of Effective Pricing and discover how to:

Price confidently
Scope accurately
Convert more clients

→ Try it now and give your clients a choice they’ll actually value

The Biggest Mistake Firms Make When Switching to Value Pricing (and How to Avoid It)

gabi@wickersham.co.uk — Fri, 06 Jun 2025 07:00:09 GMT

Think you’ve moved away from hourly billing and embraced value pricing? You might not have.

For many bookkeeping and accounting firms, pricing remains the Achilles' heel. Despite good intentions, most who "switch" to value pricing actually end up using fixed pricing—and they don't even realise it. On the surface, it feels like progress. But under the hood, it's often just the same problem dressed differently.

In this article, we’ll explore the most common misstep firms make when transitioning their pricing models, why it matters, and how to make a true shift to value pricing that increases revenue, improves client relationships, and restores profitability.

The Myth: Fixed Pricing = Value Pricing

Fixed pricing means offering standardised packages where every client pays the same price depending on the tier they choose. For example, bronze, silver, and gold packages.

This feels better than billing by the hour. It’s simpler, it's easier to sell, and clients like the certainty.

But here's the catch: fixed pricing is not value pricing.

“We thought we were value pricing, but we hadn’t learned to value ourselves.” — Teresa Slack

If all clients pay the same price regardless of their complexity, you're still missing the opportunity to tailor your service—and your pricing—to what they truly value.

The Truth: What Value Pricing Actually Means

Value pricing is not about the service you deliver. It’s about how the client perceives that value.

Key characteristics of value pricing:

Pricing varies by client
It reflects the scope, complexity, and impact of the work
It gives the client a voice in shaping their own solution

True value pricing starts with understanding what the client really wants and needs, and then aligning your pricing with the outcomes they care most about.

Why Fixed Pricing Fails in Practice

Here’s what happens when firms stick with fixed pricing:

Clients with wildly different needs are charged the same
High-complexity clients become unprofitable
Pricing is based on guesswork rather than data
You open yourself up to scope creep and miscommunication

Teresa Slack experienced this firsthand. She and her co-founder were hiring staff, growing fast—but they were still broke. "We were paying our team more than what the client was paying us," she said. That’s not just unsustainable. It’s demoralising.

The Right Way to Make the Shift

If you want to price based on value, not assumption, here’s how to do it:

Understand Your Client’s World

Start with a diagnostic review or in-depth discovery call. Find out:

What systems they use
How many transactions they process
What their pain points are

Build Dynamic, Flexible Packages

Don’t force clients into static tiers. Use scoped-based pricing tools that adjust to each client’s real needs.

Use Proper Tools

Spreadsheets won’t cut it. Teresa tried using Excel for value pricing and quickly hit a wall. It was clunky, inconsistent, and difficult to maintain.

Instead, use purpose-built software like Effective Pricing to guide the conversation, calculate pricing in real-time, and ensure clarity on scope.

“You cannot do value pricing easily without this amazing tool.” — Teresa Slack

Results You Can Expect

When firms switch to true value pricing, they unlock:

Higher average fees
Reduced client churn
Greater clarity and confidence in sales conversations
Clients who understand what they’re paying for and why

Teresa Slack now charges up to $4,000/month for bookkeeping—a 10x increase over her early fixed rates. And her clients are happier than ever.

Conclusion: Don’t Just Change the Price. Change the Process

If you're moving away from hourly billing, fixed pricing might feel like a good first step. But don't stop there.

True value pricing isn't just about charging more. It's about building a pricing model that respects the uniqueness of every client and reflects the real value you provide.

“When you give one price, it’s always the wrong price.” — Teresa Slack

Ready to stop guessing and start pricing with confidence?

�� Learn how Effective Pricing can help you make the leap to value pricing — just like it did for Teresa Slack.

→ Book a free demo today

She Was Losing Money on Every Client—Until One Pricing Change Turned Everything Around

gabi@wickersham.co.uk — Fri, 30 May 2025 07:00:13 GMT

"There were times we couldn’t make payroll. We pulled money from our personal investments just to pay staff."

That’s how bad things had become for Teresa Slack, co-founder of Financly Bookkeeping Solutions. On the surface, her business looked like a success. It had a growing client base, a team of skilled staff, and years of momentum behind it. But underneath, the numbers told a different story: they were barely breaking even, despite all the hard work. The culprit? Outdated, ineffective pricing.

Meet Teresa and Financly

Based in Ontario, Canada, Financly is a virtual bookkeeping firm specialising in e-commerce businesses, particularly those selling on Shopify and Amazon. With a team of 10 working remotely across Canada and Europe, Teresa and her sister Connie built a thriving niche-focused firm. But as the business grew, so too did the pressure.

In the early days, they charged hourly rates as low as $18, later increasing to $35. Eventually, they transitioned to fixed pricing, offering packages at $200, $300, and $400 per month. But even that wasn’t enough. The business couldn’t sustain the team they had built. "We were paying our staff more than what the clients paid us," Teresa recalled.

Overworked, Underpaid, and Out of Options

Despite having more than 100 tax clients and 50 consulting clients, Teresa and Connie weren’t paying themselves. They were burning out, fast. "It was incredibly stressful because we knew we needed to do things differently, but we didn’t have any money."

Then came a pivotal moment: a conference in Toronto where they first heard Mark Wickersham speak about value pricing.

The Lightbulb Moment

They joined the Value Pricing Academy and soon learned they had been confusing fixed pricing with value pricing. The difference? With fixed pricing, every client pays the same. With value pricing, every client pays according to the unique scope of their needs.

They began trying to build their own pricing models in Excel, but it was clunky and time-consuming. That’s when they discovered Effective Pricing .

"You cannot do value pricing easily without this amazing tool," Teresa said.

Putting It to the Test

Teresa used Effective Pricing for the first time with a new client. She was nervous. "My heart was pounding. My mouth was dry. I didn’t know how it would go."

But the result was astonishing. The client loved the process. They appreciated the transparency, the ability to select what services they wanted, and how the pricing adjusted dynamically based on scope.

The outcome? A 204% increase in pricing.

Reinventing the Sales Process

Since then, Teresa has redesigned her entire sales approach. She now begins with a paid diagnostic review to uncover scope and pain points. Only after that does she present pricing using Effective Pricing.

This two-step method means clients see the value before seeing the price. And Teresa can tailor each pricing conversation with precision.

"When you give one price, it’s always the wrong price. Clients either ask for a discount or say no. Now, if a client thinks the package is too much, we remove services. We don’t discount."

The Transformation: Financly 2.0

Financly is now thriving. The business is profitable. Staff are paid well and enjoy benefits. Teresa and Connie now take a salary. The firm is approaching $1 million in annual turnover.

And clients? They now pay what they’re truly worth. "We have clients paying $4,000 a month for bookkeeping," Teresa said. "Ten years ago, I couldn’t have imagined that."

Hidden Wins

The benefits didn’t stop at pricing.

Miscommunication has plummeted. Clients now see exactly what is and isn’t included.
Upsells are natural. Clients return months later to add more services they saw during onboarding.
Client fit has improved. Teresa now works only with clients who respect and value her work.

Teresa’s Advice to Bookkeepers and Accountants

"If you’re struggling, working long hours, and undercharging, make the leap to value pricing. The shift will let you attract better clients, do better work, and actually enjoy your business again."

Ready to Make the Shift?

Explore how Effective Pricing can transform your practice, just like it did for Teresa Slack.

→ Learn more and sign up for Effective Pricing today.

How Jessica Fox Grew Her Bookkeeping Firm 232% with Effective Pricing

gabi@wickersham.co.uk — Fri, 23 May 2025 02:23:30 GMT

When Jessica Fox launched Florida Virtual Bookkeeper , she had nearly two decades of experience under her belt. What she didn’t have, however, was a pricing strategy. Like many solo practitioners, she started out just trying to make ends meet — charging what others told her to, relying on hourly billing, and making decisions based more on fear than confidence.

She admits, “I did not know how to price… I was just starting out and happy that somebody was giving some steady work my way.” That approach worked, barely , until she realised she was undercharging massively and sabotaging her own growth.

From hourly billing to undercharging: the early pricing struggles

In the early days, Jessica priced everything manually. Sometimes she would estimate the hours, multiply by an hourly rate, and call it done. Other times, she relied on a value pricing spreadsheet a colleague sold her. It felt more sophisticated but didn’t change the outcome.

“I was just pulling a number out of thin air and hoping it would work out,” she explained. “The spreadsheet would say you should charge $2,000 per month and I’d be like, no, that feels high… so out of my mouth would come $1,200.”

The constant second-guessing, discounting before a client even responded, and fear of rejection wore on her. “I made so many horrible pricing mistakes. I tried to compete on price. I was billing hourly… which is ridiculous because as I became more efficient, I was giving myself a pay cut.”

She knew there had to be a better way. In 2019, she found it.

How one online course unlocked pricing confidence

Jessica had been following Mark Wickersham’s content for a couple of years — reading the newsletters, watching YouTube videos, attending webinars — but the pricing strategies felt a little abstract. “It sounded good,” she said, “but I didn’t feel like I was ready to take action.”

By 2019, necessity pushed her to try. She bought Mark’s ‘How to Price Bookkeeping’ course, telling herself that if she was spending that much, it had to pay for itself quickly. “I wasn’t just listening and taking notes. I implemented.” Before she even completed the course, she had already recouped her investment.

That’s when she discovered Effective Pricing .

Why the spreadsheet had to go

Jessica was an early adopter of the software, jumping in when it launched through the Value Pricing Academy. “It just seemed like it was the answer to all of the challenges that I was having,” she said. “I really was hating that spreadsheet… that was just cluttering some packages together and hoping for the best.”

There was a learning curve. She spent a few months testing the models, tweaking questions, and building her own structure behind the scenes. But once she started using it with clients, she never looked back.

“Ever since then I have not looked back and I will not price without it.”

232% profit growth in year one (and triple-digit growth ever since)

When Jessica turned on Effective Pricing for real, the results were immediate. “The first year that I implemented Effective Pricing, I increased my profit 232%. That number will stay with me forever.”

And the growth didn’t stop there. “Year over year, I've been having triple digit growth. The years after that, it's been slightly less, but it's still always 110% or more.”

She used the built-in pricing success metric to compare what she would have charged pre-Effective Pricing versus what she charged using the tool. “It was telling me, ‘Congratulations, you charge 200% more than you otherwise would have’, or ‘450% more’, triple-digit amounts.”

Replacing pricing anxiety with clarity and professionalism

One of the most significant changes wasn’t just financial — it was emotional. Jessica stopped fearing sales calls.

“I used to always dread the money conversation,” she said. “But the Effective Pricing software has made it so I don’t second guess myself. I come out as very confident, very professional, very systemised.”

She began doing pricing calls live on Zoom. The client would see the quote at the same time she did. “If we’re shocked, we’re shocked together,” she joked. “We blame the computer. It’s the software that came up with the number, not me.”

This transparency helped her charge higher prices without flinching — and close deals faster than ever before.

From 5-day proposals to instant quotes and 100% close rates

Before Effective Pricing, sending proposals was hit or miss. “It used to be an average of five days for somebody to accept it,” she recalled. “And sometimes they would never go back to it.”

Now, most clients approve the proposal within minutes of the call ending. “My median wait time for a proposal is one day,” she said. “And my close rate is 100% once I get that agreement. I know that when I send that proposal, it will get signed.”

She credits the software’s ability to involve the client in the pricing process. “If they don’t like the price, together we can come up to the right price. You already told me that you wanted weekly bookkeeping. How about we only update them monthly? Do you want to see what that price would be?”

The result: decisions happen faster, and proposals don’t get lost in the inbox.

How she updates her prices in under two minutes

Jessica has used Effective Pricing for years, but she’s still optimising. Every time she spots a nuance during a sales call, she logs in and adjusts her model. “If I do the work and realise ‘I wish I had asked this’, I go and update the model immediately. So next time, it gets better.”

And when it’s time to raise her prices?

“There’s a feature called a global multiplier. I just pick a percentage… and the prices will have increased by that percentage.” It takes a couple of minutes, once a year. She even sets a calendar reminder to do it.

Why clients value the experience just as much as the price

Clients no longer receive cookie-cutter proposals. They participate in building their own service package.

“They can choose what’s important to them,” Jessica said. “If they really value having a quick turnaround on their reports, they can choose that. Those that never look at their reports, they can choose to not get email reports.”

And because the value is clear, the resistance is low. “You’d be amazed how many people saw the price and me, I’m going, whoa, that’s steep… and they’re going, shut up and take my money.”

“I would still be scraping for pennies…”

Jessica Fox’s business is barely recognisable from what it was in 2016. She runs a successful, award-winning boutique firm, prices with confidence, closes with speed, and earns what she’s worth.

“I would have never been as successful as I am now,” she said. “I would still be scraping for pennies… and just being stressed about money, which I am not anymore.”

To others still stuck in pricing guesswork, she offers one clear message: “Carve out the time to definitely set it up. There is a learning curve, but it’s so worth it in the form of increased price and profits.”

Try Effective Pricing

Want to confidently set prices based on value rather than time? Try Effective Pricing and take the guesswork out of pricing.

By adopting value pricing, you create a win-win situation—clients get more value, and you earn what you truly deserve for your expertise.

How to Get Started with Value Pricing in 3 Simple Steps

gabi@wickersham.co.uk — Tue, 08 Apr 2025 05:20:19 GMT

Pricing is one of the biggest challenges for accounting professionals. Many firms stick to hourly billing because it’s the traditional way, but it often leads to overwork, client dissatisfaction, and limited profitability. Value pricing provides a better alternative, allowing you to price your services based on the value you deliver rather than the time spent.

Mark Wickersham, chartered accountant and pricing expert, has spent over 20 years teaching accountants how to master value pricing. In this blog, he shares three simple steps to help you make the transition and unlock higher profits while serving your clients better.

The Myth of Price Sensitivity

One of the biggest misconceptions in the accounting profession is that clients are highly price-sensitive. Many accountants fear that if they increase prices, they will lose clients. But research in price psychology and behavioural economics suggests otherwise.

In reality, most clients are value-sensitive rather than price-sensitive. They don’t necessarily choose the cheapest option; they assess the value they receive against the cost. If clients perceive strong value in your services, they will be willing to pay more.

To shift to value pricing, you must change the conversation from cost to value.

The Three Biggest Pricing Mistakes

Before looking at the steps to get started, it's important to understand the common pricing mistakes many accountants make:

Being too cheap – Many accountants undercharge for their expertise, leading to long hours and low profitability.
Billing based on time – Time-based billing rewards inefficiency and often leads to surprise bills that clients dislike.
Avoiding price conversations – Sending proposals without discussing price leads to lost opportunities and weakened client relationships.

With value pricing, you can overcome these challenges and build a more sustainable, profitable business.

Step 1: Add More Value

The more value you provide, the more you can charge. Value pricing isn’t just about increasing prices, it’s about creating a better experience for your clients.

Here are some ways to add more value to your services:

Offer additional insights and reports tailored to the client’s business.
Provide proactive tax planning instead of just compliance.
Include regular review meetings to discuss financial health and opportunities.
Deliver services in a more convenient and efficient way.

By identifying ways to enhance your services, you differentiate yourself from competitors and increase the perceived value of your work.

Step 2: Offer Clients a Choice

Not all clients have the same needs, which is why a one-size-fits-all pricing model doesn't work. Instead of giving a single fixed price, offer tiered pricing options, often called menu pricing.

A simple approach is to create three service levels:

Basic (Bronze) – Covers the essential services.
Standard (Silver) – Adds extra benefits, such as regular advisory sessions.
Premium (Gold) – Provides the most value with exclusive services, priority support, and strategic planning.

By presenting options, clients feel in control of their spending while also recognising the higher value in premium services. Many will opt for the middle or higher tiers, leading to greater profitability for your firm.

Step 3: Communicate the Value Clearly

Clients only perceive value if you communicate it effectively. The reason many accountants struggle with pricing is that they focus too much on features instead of benefits.

How to Communicate Value Effectively

Turn features into benefits – Instead of saying, “We provide monthly reports,” explain how those reports help the client make better business decisions.
Use comparisons – Show how your service delivers better results compared to cheaper, lower-quality alternatives.
Tell success stories – Share real examples of how clients have benefited from your services.
Have pricing conversations face-to-face – When you discuss pricing in person or on a call, you can address concerns and reinforce value. Sending a proposal without context often results in price objections.

The Impact of Value Pricing

Accountants who transition to value pricing see significant benefits:

Higher profitability – Fees often double or triple compared to time-based billing.
Better client relationships – Clients appreciate transparency and knowing exactly what they’re paying for.
More predictable cash flow – Many firms switch to monthly retainers and upfront payments, reducing late payments and cash flow issues.

Get Started with Value Pricing Today

If you’re ready to move away from hourly billing and unlock the full potential of your accounting firm, start with these three steps:

Identify ways to add more value to your services.
Offer tiered pricing to give clients a choice.
Clearly communicate the benefits of your services.

To make the transition easier, you can use a structured system like Effective Pricing to help automate and simplify your pricing conversations.

Try Effective Pricing

Want to confidently set prices based on value rather than time? Try Effective Pricing and take the guesswork out of pricing.

By adopting value pricing, you create a win-win situation—clients get more value, and you earn what you truly deserve for your expertise.

How to Price Your Accounting Services for Maximum Value (Without Hourly Billing)

gabi@wickersham.co.uk — Tue, 08 Apr 2025 05:20:17 GMT

Pricing services correctly is a fundamental challenge many accountants face. Get it wrong, and you're either undervaluing your expertise or risking client dissatisfaction. Traditional hourly billing, often considered standard practice, frequently leads to confusion and frustration among clients, primarily due to unexpected or unclear costs.

Mark Wickersham , a chartered accountant and renowned pricing expert, advocates strongly for value pricing, which is an approach focused on the value clients perceive in your services rather than just costs.

What is Value Pricing?

Value pricing involves setting your prices based on the value you deliver to clients, rather than simply calculating costs and adding a margin. Hourly billing inherently ignores customer expectations and often leads to "surprise bills." Value pricing, instead, begins with understanding client needs and expectations.

Unlike traditional pricing methods that focus on costs and time spent, value pricing considers the outcome and the benefits your service provides. When clients see clear value in your offering, they are more willing to pay a price that reflects that value.

Why Hourly Billing Falls Short

Hourly billing has been the standard approach in many accounting firms, but it creates several issues:

Lack of transparency: Clients dislike receiving invoices with unexpected charges.
Encourages inefficiency: Firms are rewarded for spending more time rather than delivering results faster.
Limits profitability: The only way to earn more is to work more hours, creating a ceiling on potential income.

Value pricing eliminates these issues by ensuring fees align with the tangible benefits clients receive. Instead of measuring time, accountants can focus on delivering results and improving service quality.

The Three Stages of Value Pricing

1. Uncover the Value

Understanding what clients truly need is the first step in implementing value pricing. This involves in-depth conversations to identify their pain points, goals, and expectations. Some key questions to ask include:

What are your biggest challenges with your current accounting setup?
What financial insights would help you make better business decisions?
How important is real-time access to financial data?
What level of reporting and analysis do you need?

By asking these questions, you gain insight into what clients value most, allowing you to tailor your pricing accordingly.

2. Build the Value

Once you understand a client’s needs, the next step is to communicate how your services solve their problems. This step is crucial because clients need to see the direct connection between your expertise and the benefits they’ll receive.

Consider presenting value pricing in a structured way by offering different service levels. The "menu pricing" approach, where clients choose from Bronze, Silver, and Gold packages, allows them to select a solution that fits their needs and budget.

When building value:

Clearly define what each package includes.
Highlight the benefits of each option, not just the features.
Provide case studies or examples of past success.

3. Capture the Value

The final step is setting a price that reflects the true value of your services. Rather than basing your fee on costs, it should be determined by the results your clients achieve.

When presenting your price, always do so in person or via a live meeting. Sending a proposal without discussion risks clients focusing only on the numbers rather than understanding the value behind them. A face-to-face conversation allows you to:

Explain the reasoning behind your pricing.
Address any concerns immediately.
Adjust service options based on client feedback.

Using Psychology to Strengthen Value Pricing

Clients often struggle to assess pricing objectively, which is why psychology plays a key role in the decision-making process. The way you structure and present your prices significantly influences how clients perceive value.

1. The Power of Choice

Giving clients multiple pricing options, such as Bronze, Silver, and Gold tiers, helps them feel in control. When people see multiple choices, they are more likely to pick one rather than reject all options.

2. Anchoring Pricing Perceptions

Anchoring is a pricing strategy where you present a higher price first, making subsequent options appear more reasonable. For example, if you introduce a premium service at £2,000 before mentioning a mid-tier option at £1,200, the lower price feels more affordable in comparison.

3. Framing the Price Based on Benefits

Rather than just stating a monthly fee, connect the price to its impact. Instead of saying, “This service costs £500 per month,” frame it as, “For just £500 a month, you gain real-time financial insights, proactive tax planning, and personalised business growth strategies.” This approach reinforces the value behind the price.

Systematising Value Pricing with Effective Pricing

Successfully implementing value pricing requires a structured approach. Many firms struggle because they rely on manual methods, making it difficult to consistently apply the model.

This is where pricing software, such as Effective Pricing , becomes essential. The Value Pricing Academy’s Effective Pricing software helps accountants:

Automate pricing discussions with structured client interactions.
Provide real-time adjustments based on client preferences.
Create transparency by involving clients in the pricing process.

By integrating a pricing system, firms can ensure consistent, fair, and profitable pricing that aligns with their client’s needs.

The Business Impact of Value Pricing

Firms that transition to value pricing experience several key benefits:

Higher profitability: Clients are willing to pay more when they understand the value they receive.
Stronger client relationships: Transparent pricing fosters trust and reduces misunderstandings.
Scalability: Value pricing allows firms to increase revenue without simply working more hours.

Many accountants who have implemented value pricing have seen their fees increase by two to three times without losing clients. This is because clients appreciate knowing exactly what they’re paying for and the results they can expect.

Making the Switch to Value Pricing

Shifting from hourly billing to value pricing requires a mindset change, but the rewards are well worth the effort. To successfully transition:

Start small – Implement value pricing for a few key services before applying it firm-wide.
Communicate effectively – Clearly explain the benefits of value pricing to clients.
Use the right tools – Leverage software like Effective Pricing to streamline the process.

Try Effective Pricing

Ready to take the guesswork out of pricing? Try Effective Pricing and confidently set prices that reflect the true value of your services.

By adopting value pricing, you ensure that your fees reflect the expertise and impact you bring to your clients. This approach not only enhances profitability but also strengthens client trust—creating a win-win for both accountants and their clients.

How to Price Your Bookkeeping Services for Profit and Growth

gabi@wickersham.co.uk — Tue, 08 Apr 2025 05:19:10 GMT

Most bookkeepers and accountants undercharge for their services. That’s not an opinion—it’s a fact backed by benchmarking studies. The problem isn’t just about charging too little; it’s about pricing the right way and communicating value effectively.

Mark Wickersham , a profit improvement expert, has spent decades teaching bookkeepers how to price their services strategically. In a conversation on The Successful Bookkeeper podcast, he broke down the key challenges with pricing and how bookkeepers can move from hourly billing to value-based pricing. Here’s what you need to know.

Why Hourly Billing is a Mistake

One of the biggest pricing mistakes bookkeepers make is charging by the hour. It seems logical—more time spent means higher fees—but it actually limits profitability in several ways:

Clients focus on the clock, not the outcome. When you charge by the hour, clients compare your rate to other professionals or even their own employees. Instead of seeing the value of your expertise, they see a number they want to reduce.
You get penalised for efficiency. The better and faster you get at bookkeeping, the less you earn. That doesn’t make sense. Clients should pay for your expertise and the results you deliver, not just the time you spend.
It creates pricing uncertainty. Clients prefer knowing what they’ll pay upfront. Hourly rates make it hard to predict costs, leading to sticker shock when invoices arrive.

Understanding Value Pricing

Value pricing is the practice of setting fees based on the value you provide, rather than the time you spend. The challenge? Value is subjective. What’s worth £500 a month to one client might only be worth £200 to another. That’s why pricing needs to be flexible.

Wickersham explains that successful value pricing requires three key elements:

Recognising that different clients value services differently. The same bookkeeping work can be worth more to a growing business than to a small freelancer.
Using price discrimination strategies. This means structuring pricing in a way that allows different clients to pay different amounts based on their needs.
Giving clients options. People like to feel in control. Offering tiered packages lets clients choose a price point that fits their expectations and budget.

The Power of Three: Menu Pricing for Bookkeepers

One of the most effective ways to implement value pricing is through menu pricing —also known as “the magic of three.” Instead of quoting a single price, offer three options:

Basic (Bronze): Covers essential bookkeeping services.
Standard (Silver): Includes additional services, such as reporting or payroll.
Premium (Gold): Provides high-level support, advisory services, or priority access.

Why three? Because most people instinctively choose the middle option. It feels like a balanced choice—not too expensive, not too basic. This simple pricing strategy can increase average fees significantly.

Options and Upsells: Pricing Beyond Packages

While menu pricing is a great starting point, adding customisable options can increase revenue even further. Instead of bundling everything into set packages, give clients the ability to select additional services based on their needs.

For example, before revealing a final price, ask:

Would you like us to provide a monthly financial report?
Do you need payroll processing for your team?
Would you prefer priority access to your bookkeeper?

Each “yes” increases the price automatically. Clients feel like they are in control of their costs, and you capture more value without feeling pushy.

How to Reveal Pricing Strategically

One of the most common pricing mistakes is revealing a number too soon. Wickersham suggests a better approach:

Communicate value first. Walk clients through what you offer and how it benefits their business.
Let them choose their preferred package or services. Ask, “Which of these options do you think is the best fit for your business?”
Present the price after they’ve committed to an option. This shifts their focus from price to value.

If the price is too high, you can adjust by removing features—never by lowering your base rate. This ensures clients make value-based decisions instead of focusing solely on cost.

The Psychology of Pricing: Why Anchoring Matters

Pricing isn’t just about numbers—it’s about perception. When a client hears a price for the first time, it sets an anchor in their mind. Everything they see afterward is judged relative to that anchor.

For example, if you present your highest-priced package first, the other options seem more affordable. If you start too low, everything else feels expensive. That’s why the first price you reveal should always be at the top end of what a client might pay.

This technique helps you avoid leaving money on the table. If a client is willing to pay more for a premium service, they should have the opportunity to do so.

Overcoming the Fear of Raising Prices

Many bookkeepers hesitate to increase their rates because they worry about losing clients. But the reality is, most clients won’t leave over a reasonable price adjustment—especially if they see the value.

Here are a few ways to gain confidence in pricing:

Start small. If you’re nervous about price increases, begin with new clients before adjusting existing ones.
Use a system. Structured pricing strategies make it easier to justify fees and remove the guesswork.
Test different approaches. Experiment with different pricing models and track what works best.
Remember that quality clients value expertise. The clients who argue over every pound aren’t the ones you want to build a business around.

Why Confidence Matters in Pricing

Pricing isn’t just about numbers—it’s about confidence. Clients pick up on uncertainty, so if you hesitate when quoting a price, they’ll negotiate harder or look elsewhere.

Here’s how to build confidence:

Practice pricing conversations before meeting with clients.
Use a structured pricing tool to ensure consistency.
Remember that low prices don’t create loyalty —great service does.

Many bookkeepers who follow these principles see an immediate revenue increase. Some even double their income in less than a year—without adding more clients.

Take Control of Your Pricing

Your pricing should reflect the value you provide, not just cover your costs. If you’re undercharging, now is the time to make a change.

Try effective pricing today and start building a more profitable bookkeeping business.

5 Key Value Pricing Principles for Accounting and Bookkeeping Services

gabi@wickersham.co.uk — Tue, 08 Apr 2025 05:18:36 GMT

Pricing is one of the biggest challenges for accountants and bookkeepers. Many firms still rely on hourly billing, which often leads to frustration, undervaluing services, and pricing pushback from clients. Value pricing provides a better way to set prices that align with the value you deliver rather than the time you spend.

In this blog, we’ll cover the five key value pricing principles that will help you achieve better prices for your accounting and bookkeeping services.

1. Move Away from Time-Based Billing

One of the biggest shifts you need to make is moving away from time-based billing . There are only two ways to price services:

Cost-Plus Pricing – This method calculates the cost of delivering a service, adds a profit margin, and sets a price. Time-based billing falls into this category, as hourly rates are set based on firm costs and desired profit.
Value Pricing – This approach focuses on pricing services based on the value they deliver to clients, not the cost of delivering them. The customer’s perception of value dictates the price.

Cost-plus pricing ignores the client’s needs, while value pricing puts them at the centre of the pricing decision.

Why Time-Based Billing Doesn't Work

Clients dislike it – A Sage study from 2005 found that the number one thing business owners dislike about accountants is surprise bills . Time-based billing prevents clients from knowing the final cost upfront, which creates uncertainty and dissatisfaction.
It limits your income – If you charge by the hour, the only way to earn more is to work longer hours or increase your hourly rate. This caps your earnings and can lead to burnout.
It ignores efficiency – The more experienced and efficient you become, the faster you complete work. With hourly billing, working faster means earning less. With value pricing, expertise and efficiency are rewarded.

Switching to value pricing allows firms to set prices based on the value provided rather than the time spent , making services more predictable and profitable.

2. Recognise That Clients Will Pay More for Value

Many accountants hesitate to increase prices because they assume their clients are price-sensitive . The reality is that most clients are value-sensitive , meaning they consider the value they receive before making a buying decision.

Understanding Value Sensitivity

Price-sensitive clients always choose the cheapest option, regardless of value.
Value-sensitive clients compare the cost with the benefits and are willing to pay more for better quality or service.

Most business owners fall into the value-sensitive category. If you offer valuable services and communicate them well, clients will pay higher prices.

For example:

Clients who purchase Apple products value quality, branding, and the user experience.
Clients who buy coffee from Starbucks instead of the cheapest alternative value convenience, experience, and taste.

Your clients make similar decisions with accounting services. If they see the value in your offering, they’ll pay a fair price.

3. Understand the Value Pricing Journey

Transitioning from time-based billing to value pricing doesn’t happen overnight. It’s a journey, and the first step is often moving from hourly billing to fixed pricing .

The Pricing Journey

Fixed Pricing – Instead of billing by the hour, provide a set price for a service before starting the work. While fixed pricing is still cost-plus pricing, it eliminates surprises for clients and allows for better profit margins.
Menu Pricing – The next step is offering multiple pricing tiers (e.g., Bronze, Silver, Gold) so clients can choose the level of service that fits their needs.
Value Pricing – Finally, shift towards pricing based on the perceived value to the client rather than the cost or time involved in delivering the service.

4. Use Menu Pricing to Give Clients a Choice

A powerful technique in value pricing is menu pricing , where you offer different service levels (e.g., Bronze, Silver, Gold).

Why Menu Pricing Works

Clients love choice – When given multiple options, clients can select the package that best fits their needs and budget.
Higher revenue potential – Some clients want premium services and are willing to pay more. Without an upgraded option, they can’t choose to pay a higher price.
Better pricing psychology – Most people pick the middle option , making it easier to position higher-value services.

Successful companies like Apple use this strategy. When purchasing a MacBook, clients see multiple configurations at different price points, making them more likely to upgrade. Accounting firms can use the same principle to increase revenue while serving clients at different levels.

5. Reprice Existing Clients for Better Profits

Many firms focus on pricing new clients correctly but forget to reprice existing clients . If you’re currently undercharging, repricing existing clients is the fastest way to improve profitability.

How to Reprice Clients Successfully

Communicate added value – Explain what has changed in your service offering and how clients will benefit.
Provide options – Offer different pricing tiers so clients can select the best fit.
Start with new clients – Implement value pricing for new clients first, then gradually adjust existing ones.

Firms that follow a structured repricing strategy often increase average fees by 20–40% without losing clients . This improvement can double profits without taking on more work.

Implement Value Pricing in Your Firm

Shifting from time-based billing to value pricing leads to better pricing, stronger client relationships, and increased profitability. By applying these five principles, you can achieve higher prices and build a more sustainable firm:

Move away from hourly billing – Price based on value, not time.
Recognise that clients will pay more for value – Focus on delivering and communicating value.
Follow the value pricing journey – Start with fixed pricing, then move to menu and value pricing.
Use menu pricing – Offer different packages to increase revenue and appeal to different client needs.
Reprice existing clients – Improve profitability by adjusting fees for current clients.

Try Effective Pricing

Confidently set prices that reflect the true value of your services. Try Effective Pricing and take control of your firm’s profitability.

Value pricing ensures that your fees align with the benefits you deliver to clients. Apply these principles today to make pricing more strategic and effective.

NEW Effective Pricing Features over 2021

Tue, 21 Dec 2021 12:42:09 GMT

Over the course of 2021, we've added LOADS of exciting new features to Effective Pricing, some of which came from your own great ideas and suggestions.

Here are all the new features added to Effective Pricing over 2021 in case you missed any:

Updates to Proposals

Effective Pricing had some updates which went live at the end of January 2021 relating to proposals. Here is a quick summary of the main changes:

Expanding the list of pages

In the top left you could only see 3 of your proposal pages at a time which made it cumbersome managing page ordering with lots of pages. There is now a new icon allowing you to expand or contract the list of proposal pages.

Simplified the standard tables you can insert into your quotes

We removed some of the headings from the standard pricing tables you can embed in your proposals. For example, the “Questions” heading on the table where you show your client how they answered the scope and preference questions.

We felt it was a redundant heading, and if you really want that heading (or a different one) you can add it into a text box immediately prior to the table.

Other changes to the pricing tables include better spacing of rows, particularly when a table straddles two pages, and on the “Package” table the text now runs further across the page.

Adding images and background images

When inserting an image into your proposal it would often look very different when you previewed the final proposal. This has been significantly improved.

Other small styling changes

For example, better spacing of text when using multiple columns.

New Keywords and Organisation

There have also been updates to keywords and organisation in Effective Pricing thanks to user requests.

There are 15 new {{Keywords}} you can insert into your proposals. These consist of a set of 3 for each of the available 5 packages. They are:

Package name, e.g. {{NAME – SUPER}}
Package price before Behaviour Reward, e.g. {{PRICE – SUPER}}}
Package price after Behaviour Reward, e.g. {{FINAL PRICE – SUPER}}

This gives you the ability to insert prices for your packages in a written description as well as a standard table of prices.

These keywords are part of the System keywords.

Of course, you also can create your own Company, Client and Quote keywords. In the proposal creation area, we have now organised these 4 types of keywords, together with the 15 new “Package” keywords into headings with arrows to expand the list.

This will make it easier to navigate the keywords.

Client Keywords

Client Keywords are words you connect to a specific client. This may be their marital status, birthday, favourite colour, and so on. These are words that you would like to pull through to your proposals quickly.

Create a new keyword in the Keyword Manager and set the Type as ‘Client’.

You will see this new Keyword option appear next to your client details in Settings, Clients and Quotes. When you click ‘Add Client’ or if you are editing the details of a current client and click ‘View/Edit’ next to that client’s name, it will open up a box for you to add their details.

In that box is a secondary tab called Keywords:

In this tab, you can add any Keywords that you have already set up in your Keyword Manager.

Quote Keywords

Quote Keywords are words you connect to a specific quote. For example, this could be their Year-End.

Create a new Keyword in your Keyword Manager and set the Type as ‘Quote’.

You will see this new Keyword option appear when you start a new quote or edit an existing quote. The very first page where you add the details of the quote now has an option to also add any relevant Keywords:

Company Keywords

Company Keywords are words that you connect to your own company. For example, this might be your website address, location or phone number.

Create a new Keyword in your Keyword Manager and set the Type as ‘Company’.

You will see the new Keyword option when you head to Settings, then My Profile. There is a new tab for Keywords where you can add any details about your company that will be useful to pull through quickly to your proposals:

Including tooltips and descriptions within proposals

When you create Behaviour Rewards you can add a tooltip, i.e. a description that appears in a box when you hover your mouse over an information symbol.

When you create Enhancements, you can create a description that appears on the screen under the feature.

Now, for both Behaviour Rewards and Enhancements, for each feature, you can choose to add a description and you can choose whether that description is a tooltip rather than on the screen by default.

This gives you more control of what information the client sees as you offer them Behaviour Rewards and Enhancements.

When you create your proposals, you have pricing tables for each of Behaviour Rewards and Enhancements. Before, these tables would show each feature regardless of whether the client selected them. Now, for each of Behaviour Rewards and Enhancements you have 4 options:

You can show all the features and how the client responded (yes or no)
You can show all the features, together with the description , and how the client responded (yes or no)
You can show only the features the client selected
You can show only the features, together with the description , the client selected

Automatic time out

One of the security features built into Effective Pricing is the automatic time out. This means, if you leave your computer unattended for a period of time you will automatically be logged out.

However, at 30 minutes this was too short. This has now been increased to 120 minutes . This means you could have a meeting with a client, log into the software before the meeting and you should now be logged in still when you get to the moment you want to go through the price.

Integration with QBO and Xero

One of the big updates this year was the ability to integrate with QBO and Xero.

You can now integrate Effective Pricing with your QBO or Xero account. Once you have done this, whenever you have created a quote and payment plan, finalised the quote and produced a proposal you can push the quote to your QBO or Xero account where it will set up your invoices, with an invoice created for each payment (for example, if you create a quote for monthly bookkeeping, it will automatically create an invoice for each of the 12 months).

Client Versions

This is a big feature. You can now set up and manage versions of the software for your clients. This might be something you do as part of a price consulting service.

Gamification

You will now be able to track your progress within the Effective Pricing tool to measure how good you are at using your software to price your clients. The best users will have the best scores!

On your dashboard you will now see a new badge – everyone starts out as an Apprentice.

When you earn enough points you will level up to the next stage.

How do you earn points?

There are several things you can do to earn new points…

Creating a New Pricing Model and Making it Live
Each Completed Quote
Each Completed Proposal
When You Get a Great Result
When You Submit a Pricing Success Metric

The more you use Effective Pricing to price your clients, the more confident you will become with pricing – and you’ll get higher prices too.

Have some fun earning your points and working your way through the ranks. I look forward to seeing you become a Master user!

More Date Formats

In the Localisation section of your Theme and Design settings, you can now also change the date format to a range of different options. The format you choose will be carried across into your quotes, and throughout your software, the date will display how you choose.

You can see an example of the chosen format in the example box just below the date formatting:

You can also alter this formatting in the Proposal Builder section:

Additional Behaviour Rewards

In December 2021, we added the ability to add new Behaviour Rewards as you go through a quote with a client.

When you offer a client a Behaviour Reward, in addition to the standard items you have set in your pricing model you can also add additional rewards specific for the current quote. You will now see this “Add Reward” button:

Better Quote Management

Need to see a list of all clients where the quote has not yet been finalised?

There is now a brand-new quotes screen that allows you to search and sort all your quotes, such as all Draft quotes.

How One Bookkeeper Increased Her Prices by 346% Using Effective Pricing

Fri, 30 Oct 2020 15:17:04 GMT

Pricing your services can feel like a guessing game, especially when you charge by the hour. Many bookkeepers and accountants unknowingly undervalue their expertise, leading to lower profits and unpredictable income. But what if you could triple your pricing without doing extra work?

That’s exactly what happened to Kimme Lafayette , founder of Beyond Bookkeeping Business Services , when she started using the Effective Pricing software. This is her story of how she ditched hourly billing, adopted value pricing, and transformed her business.

The Problem: Hourly Billing Was Limiting Her Income

Before using Effective Pricing, Kimme relied on hourly billing to quote her services. Like many bookkeepers, she estimated the time required for each client’s work and then applied a fixed hourly rate.

For example, one client had three bank accounts and a moderate bookkeeping workload.

She estimated:
✅ 5 hours per month
✅ $70 per hour
✅ $4,200 per year

At first glance, this seemed reasonable. However, the problem with hourly billing is that clients focus on the cost per hour, not the value they receive. Even though Kimme was providing expert bookkeeping and financial guidance, clients saw her as a cost rather than an investment .

She also found herself constantly adjusting invoices when work took longer than expected. This led to income uncertainty and difficulty scaling.

“I knew I was undercharging,” Kimme recalls. “But I didn’t have a structured way to price my services differently.”

The Shift: How Effective Pricing Changed Everything

When Kimme joined Mark Wickersham’s Value Pricing Academy, she realised that her pricing model was the real problem. She learned that clients aren’t paying for hours worked, they’re paying for the financial clarity and peace of mind that expert bookkeeping provides.

This is where the Effective Pricing software became a game-changer. Instead of guessing at prices, she used the software to structure her pricing based on value.

Here’s how it worked:
✅ She walked her client through a structured selection process.
✅ They were presented with three pricing tiers—Basic, Premium, and VIP.
✅ The client chose her Premium Plan at $18,720 per year.

That’s a 346% increase over her original quote of $4,200 per year!

“I couldn’t believe it,” Kimme says. “I was charging more, yet my client was happier because they got to choose the service level that worked best for them.”

Why This Works: The Psychology of Value Pricing

The key to Kimme’s success wasn’t just raising prices, it was presenting pricing differently.

Hourly billing makes clients feel uncertain because they don’t know what the final cost will be.
Fixed pricing often underestimates the true value of the service and leaves money on the table.
Value pricing shifts the focus from cost to outcomes, allowing clients to choose what they truly need.

When clients see a clear pricing structure, they feel more confident in their purchase. Effective Pricing makes this process simple and repeatable, ensuring that every client interaction is structured for maximum value.

Real Results: More Pricing Wins

Once Kimme saw how well Effective Pricing worked, she never looked back.

Her second quote using the software resulted in a 200% price increase.
Her third quote increased revenue by $22,000 per year.
One client paid $30,000 more than their previous bookkeeper because they finally understood the value of premium bookkeeping services.

Fixed Pricing vs. Value Pricing: What’s the Difference?

Many bookkeepers assume that fixed pricing is the same as value pricing—but they’re completely different.

�� Fixed pricing assigns one price for everyone, regardless of their needs.
�� Value pricing allows accountants and bookkeepers to customise pricing based on what clients truly value.

Think about it like booking a vacation:
��️ Two guests might stay at the same resort, but one is willing to pay extra for an oceanfront view, private dining, or early check-in.

��️ That’s value pricing —charging based on perceived value, not just the service itself.

Effective Pricing makes this easy, allowing accountants and bookkeepers to present clear options that encourage clients to choose premium services.

Overcoming the Fear of Raising Prices

One of the biggest challenges accounting professionals face is confidence . Many worry:

�� “What if I charge too much?”
�� “What if my clients push back?”
�� “What if I lose business?”

Kimme had those same fears—until she saw the numbers.

Her confidence skyrocketed after her first 346% increase.
She stopped fearing pricing conversations and started embracing them.
She realised that clients will pay more when they see the value in what you offer.

When you use Effective Pricing, you don’t have to second-guess your pricing. The software guides clients through the process, making pricing discussions feel natural and empowering—not stressful.

The Reality: Value Pricing Takes Work—But It’s Worth It

Implementing value pricing isn’t an overnight fix. The first time Kimme used Effective Pricing, she spent eight hours refining her pricing model. But once she had it set up, she saw results immediately.

Today, her average pricing increase is 197% compared to her old method.

And she’s still improving, continuously tweaking her pricing structure to maximise value and revenue.

Are You Leaving Money on the Table?

If you’re still using hourly billing or fixed pricing, you’re almost certainly undercharging.

Clients will pay more if they see the value in what you offer.
Presenting pricing correctly is the key to unlocking higher revenue.
Effective Pricing makes it easy to structure your pricing for maximum impact.

�� Want to stop undervaluing your services? Try Effective Pricing today and see how it can transform your business—just like it did for Kimme.

Kimme Lafayette, Beyond Bookkeeping Business Services

30 October 2020

Why Offering Pricing Options Helped One Accountant Earn 89% More

Thu, 15 Oct 2020 14:17:14 GMT

Many accountants and bookkeepers struggle to align their fees with the true value of their services. Undercharging is a widespread issue in the industry, driven by a fear of client pushback and a lack of confidence in pricing strategies. This often leads to long hours and low profitability—burnout without the reward!

But what if you could break free from that cycle?

Debbie Moulton, founder of A Step Up Strategy and a student in our Value Pricing Academy, recently shared a story that perfectly illustrates the power of giving clients options and clearly communicating value.

By introducing a simple 3-package pricing model, Debbie not only doubled her revenue for a key client but also gained confidence in her ability to price for value.

Here’s her story.

The Challenge: “She’s Getting Full Package Services for Essentials Pricing”

Debbie had been working with a growth-oriented client who was eager to scale her business. Over time, this client was receiving many of the services included in Debbie’s Full Package but was only paying Essentials Package pricing. Sound familiar?

Debbie wanted to ensure her pricing reflected the value of her services while still supporting her client’s ambitious goals. But how could she approach the conversation without risking the relationship?

The Solution: A 3-Package Pricing Model

Debbie implemented a structured 3-package model to give her client clear choices based on their needs and budget.

During a short Zoom meeting, she outlined the client’s goals for the upcoming year and presented three options:

✅ Essentials Package: Maintained current pricing, offering core services.
✅ Full Package: Included additional services and support, priced 89% higher .
✅ Premium Package: Advanced offerings with the most comprehensive support, priced 250% higher .

By framing her services in terms of value and outcomes, Debbie shifted the conversation from “what am I paying for?” to “what’s the best option to achieve my goals?”

The Outcome: The Client Chose the Full Package!

To Debbie’s surprise, the client didn’t hesitate to choose the Full Package at 89% higher pricing. In fact, the client admitted, “I always thought your prices were too cheap!”

This decision not only reflected the client’s confidence in Debbie’s expertise but also demonstrated how much they valued her role in achieving their business goals.

“I’ll spend a bit more time on the account,” Debbie noted, “but I feel so much better knowing I’m being paid appropriately for the value I deliver.”

Why Giving Clients Options Works

Debbie’s success story highlights three key lessons for accountants and bookkeepers looking to move away from hourly billing:

1. Options Build Trust and Empower Clients

When clients are presented with clear choices, they feel more in control of the decision. A structured pricing model also builds trust by showcasing professionalism and transparency.

2. Value-Based Pricing Shifts Perception

By aligning pricing with the outcomes her client wanted to achieve, Debbie reframed her services as an investment rather than a cost .

3. Confidence Unlocks Revenue Opportunities

For many accountants, the fear of losing clients holds them back from raising prices. Debbie’s story proves that clients are often willing to pay more when they clearly see the value being delivered.

How You Can Apply This to Your Practice

Debbie’s story is a reminder that your clients likely value your expertise more than you realise. By adopting a structured pricing model and offering tiered packages, you can:

Present your services as a solution to client goals.
Build confidence in your pricing strategy.
Unlock higher revenue potential without working longer hours.

Tools like Effective Pricing make it simple to create professional, customised proposals and communicate value effectively.

With features like a dynamic proposal builder, tiered pricing tables, and integrations with software like QBO and Xero, you can confidently transition to value pricing and grow your business.

Are You Charging What You’re Really Worth?

Debbie’s story is just one example of what’s possible when you embrace value-based pricing and give your clients options.

Whether you’re looking to increase revenue, work fewer hours, or attract better clients, a structured approach to pricing is the key to success.

Want to learn more about how Effective Pricing can help?

Schedule a demo or explore our features today to see how you can transform your practice—just like Debbie did.

Debbie Moulton, A Step Up Strategy

15 October 2020

How I got 34% higher price

Thu, 17 Sep 2020 12:42:32 GMT

What if you could confidently raise your prices and have clients happily agree— without hesitation?

Many accountants and bookkeepers struggle with pricing. They fear that raising rates will drive clients away or that switching to a value-based model will be too complicated. But what if there was a better way?

In this post, we’ll walk through how Bev Peltzer, Owner of Perfectly Balanced , successfully transitioned from hourly billing to value pricing using Effective Pricing software— and increased her revenue by 42% in the process.

The Pricing Challenge: Why Hourly Billing Holds You Back

Bev, like many bookkeepers, had been charging clients an hourly rate for years. She believed this was the fairest approach, but it came with major challenges:

You'll have unpredictable income because revenue fluctuates depending on how many hours you work.
You'll have limited earning potential because the only way to make more money is by working more hours.
You'll face client hesitation because they often question how long tasks will take and push back on invoices.

She knew she needed a better way to price her services, but she wasn’t sure how to switch to fixed pricing without losing clients.

Making the Switch: From Hourly Billing to Value-Based Pricing

Determined to take control of her pricing, Bev decided to test a value pricing approach with one of her long-time clients. Here’s how she did it:

Step 1: Creating Pricing Packages

Instead of simply raising her hourly rate by 20%, Bev used Effective Pricing software to create three structured pricing packages:

Essential Package – Included the core services her client needed.
Full Package – Matched the services she was already providing.
Premium Package – Included additional reporting features the client had asked for but never received before.

Step 2: Presenting Pricing with Confidence

Bev didn’t just send a number and hope for the best. Instead, she:

Created a one-page brochure outlining the three options.
Focused on the value of each package instead of just the cost.
Used Effective Pricing software to ensure the prices reflected the real worth of her services.

Step 3: Giving the Client Time to Decide

At first, Bev’s client wasn’t sure which package to choose. She was interested in the Premium Package but hesitated at the price difference. Instead of pushing, Bev:

Left the pricing options for the client to consider.
Scheduled a follow-up meeting in two weeks.
Provided a sample of the reporting features included in the Premium Package.

The Results: A Pricing Breakthrough

When Bev met with her client two weeks later, she was ready to discuss pricing. But before Bev could ask which package she preferred, her client said:

“I thought we were going with the Premium!”

Not only did the client gladly agree to the highest-priced package, but she also signed up for the same package for her second company.

Total revenue increase: 42%.

Why It Worked: The Power of Pricing Options

Bev’s success wasn’t a lucky break—it was the result of smart pricing strategies enabled by Effective Pricing software. Here’s why her approach worked:

Clients prefer choices because instead of a take-it-or-leave-it price, they feel in control of their decision.
Value-based pricing removes price objections because clients focus on benefits, not just cost.
Data-driven pricing increases confidence because Effective Pricing helped Bev price her services based on value, not time.

Takeaways: How You Can Do the Same

If you’re still stuck in hourly billing, here’s what you can learn from Bev’s success:

Stop trading time for money because your value isn’t measured in hours worked.
Offer multiple pricing options because it lets clients choose what works best for them.
Use pricing software to remove the guesswork because Effective Pricing makes it easy to create structured, value-driven pricing.

Ready to Price with Confidence? Try Effective Pricing for Free

Bev’s story isn’t unique—accountants and bookkeepers everywhere are making more money and winning better clients with Effective Pricing.

Want to see how much more you could be earning? Try Effective Pricing today for free and start pricing your services with confidence.

effective_pricing

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Understand Your Client’s World

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Use Proper Tools

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Ready to stop guessing and start pricing with confidence?

She Was Losing Money on Every Client—Until One Pricing Change Turned Everything Around

Meet Teresa and Financly

Overworked, Underpaid, and Out of Options

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Why the spreadsheet had to go

232% profit growth in year one (and triple-digit growth ever since)

Replacing pricing anxiety with clarity and professionalism

From 5-day proposals to instant quotes and 100% close rates

How she updates her prices in under two minutes

Why clients value the experience just as much as the price

“I would still be scraping for pennies…”

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How to Get Started with Value Pricing in 3 Simple Steps

The Myth of Price Sensitivity

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The Three Biggest Pricing Mistakes

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Step 1: Add More Value

Step 2: Offer Clients a Choice

Step 3: Communicate the Value Clearly

How to Communicate Value Effectively

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The Impact of Value Pricing

Get Started with Value Pricing Today

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