The Value Pricing Podcast: Recent Episodes
Mark Wickersham
Mark Wickersham - chartered accountant, public speaker and value pricing expert – has spent the last 20 years teaching accountants and bookkeepers about the wonders of value pricing. In this podcast he tackles some of the industry’s most common frustrations such as dealing with price sensitive clients, having the pricing conversation, and being confident when it comes to charging the higher prices that you deserve. Mark is obsessed with value pricing! It is far superior to the fixed pricing or hourly billing methods that most accounting professionals typically use and everyone should be using it. It’s how he built his 7-figure business, and it’s how you are going to do the same. These episodes are recordings of live monthly training sessions in which Mark teaches accountants and bookkeepers like you how to price your services, how to win more clients and how to run a more profitable business.
Want a steady stream of client referrals instead of leaving them to chance?
What if a few simple systems could transform how your firm grows?
Discover why exceptional service alone isn't enough to generate referrals.
Learn when to ask, who to ask, and how to attract more of your ideal clients.
You'll also uncover practical referral systems you can implement straight away.
Simple ideas. Powerful results.
The latest episode of the Value Pricing Podcast is now available: Referral Systems For Getting New Customers
In today's episode you will learn:
- Why referrals should never be left to chance.
- How exceptional service naturally creates more recommendations.
- When and how to confidently ask clients for referrals.
- How to attract referrals from your ideal clients.
- Five simple referral systems to grow your firm consistently.
- How reciprocity can dramatically increase referral opportunities.
Don't miss out on the simple referral systems that could transform the way you attract new clients and grow your firm.
Listen now!
Ever thought about writing a book but never knew where to start?
Discover how a book can position you as the go-to expert in your industry.
Should you choose traditional publishing, self-publishing, or a hybrid approach?
Learn practical tips for writing, publishing, and promoting a book that gets noticed.
Plus, uncover simple strategies to turn your book into a powerful business tool.
Your story could open doors you never expected.
The latest episode of the Value Pricing Podcast is now available: How To Go From Aspiring Author To Best-Selling Book
In today's episode you will learn:
- Why every professional should consider writing a business book.
- The differences between traditional, self, and hybrid publishing.
- How books build credibility and attract higher-value opportunities.
- Simple strategies to plan, write, and publish with confidence.
- Practical ways to market your book and maximise its impact.
- How to turn your book into a powerful lead generation tool.
Don't miss out on discovering how writing the right book can elevate your credibility, grow your business, and position you as the go-to expert.
Listen now!
Want more clients without spending more on marketing?
Could becoming a QuickBooks Online ProAdvisor be the answer?
Discover how certification can boost your visibility and credibility.
Learn the secrets to standing out and charging higher prices.
Get practical tips for passing the ProAdvisor certification with confidence.
Hear how one simple certification transformed a bookkeeping business.
Don't miss this one. It's packed with value!
The latest episode of the Value Pricing Podcast is now available: How to become a QuickBooks Online ProAdvisor
In today's episode you will learn:
- Why ProAdvisor certification attracts more clients and builds credibility.
- How the certification process works and what to expect.
- Practical tips to pass the QuickBooks Online ProAdvisor exam confidently.
- Ways to maximise your ProAdvisor profile for greater visibility.
- How certification helps you deliver more value and charge higher prices.
- The biggest mistakes to avoid when becoming a QuickBooks ProAdvisor.
Don't miss out on discovering how QuickBooks ProAdvisor certification can help you win more clients and charge higher prices.
Listen now!
Do networking events fill you with dread? Discover why you're not alone.
Learn the simple networking secret that transformed Mark's confidence.
Are you asking the wrong questions when meeting new people?
Find out why "What do you do?" might be the worst networking question you can ask.
Discover the three biggest networking fears and how to overcome them.
Arrive early. Stay late. The smallest changes can have the biggest impact.
Want more referrals, stronger relationships, and greater confidence? This episode is for you.
The latest episode of the Value Pricing Podcast is now available: Are you a nosey parker? with Will Kintish
In today's episode you will learn:
- Overcome the three biggest fears of networking.
- Master simple techniques to start conversations confidently.
- Discover the questions that build stronger relationships.
- Learn how to spot valuable networking opportunities.
- Avoid common networking mistakes that hold professionals back.
- Follow up effectively to create lasting business connections.
Don't miss out on these practical tips to become a more confident and effective networker.
Listen now!
How does someone go from addiction to becoming a leader in the accounting profession?
Seth David shares an extraordinary journey of resilience, recovery, and success.
What really happens when you sell your accounting firm and start over?
The biggest productivity breakthrough isn't the app you use.
A simple shift in thinking could transform the way you manage your work.
What does the future of AI mean for accountants and bookkeepers?
An inspiring story. Powerful lessons. A fascinating look ahead.
The latest episode of the Value Pricing Podcast is now available: Notes from the Galaxy: A journey from addiction to achievement
In today's episode you will learn:
- How Seth overcame addiction and rebuilt his life
- Why accountants will always benefit from strong systems
- The key lessons from selling an accounting firm
- How to create productivity systems that actually work
- Why process design matters more than software tools
- What AI could mean for the future of accounting
Don't miss out on this inspiring conversation packed with powerful lessons on resilience, productivity, business growth, and the future of AI in accounting.
Listen now!
What does it take to build a premier accounting firm? Roger Knecht shares the strategies firms are using to grow faster.
From advisory services to AI, this episode is full of practical ideas for accountants and bookkeepers.
Working too many hours? Discover the systems successful firms use to work smarter.
Learn why niching, networking, and expert positioning matter more than ever in today’s profession.
Simple ideas. Powerful advice. Real strategies you can implement immediately.
This is an episode every ambitious accounting professional needs to hear.
The latest episode of the Value Pricing Podcast is now available: The TurnKey Business Plan for Accounting Professionals
In today's episode you will learn:
- How to build a premier accounting firm
- The three biggest challenges firms face today
- Why advisory services are transforming the profession
- How networking and niching attract better clients
- Simple systems to save time and increase profits
- Why accountants must embrace AI and technology
Don’t miss out on these powerful strategies to grow, scale, and future-proof your accounting firm.
Listen now!
Could you launch a CFO advisory business in just 12 weeks?
Most business owners don’t want more reports. They want clarity and direction.
We talk imposter syndrome, cashflow, forecasting, and building real client confidence.
Hear how one stressed business owner completely transformed her business.
Discover the systems and frameworks behind successful CFO advisory services.
This episode could change how you see advisory forever.
You do not want to miss this one.
The latest episode of the Value Pricing Podcast is now available: How To Launch a CFO Advisory Services Business in 12 Weeks
In today's episode you will learn:
- How to launch CFO advisory services in just 12 weeks
- Why business owners need guidance, not just financial reports
- How to overcome imposter syndrome and build advisory confidence
- The key numbers and drivers every business owner must understand
- How forecasting and scoreboards help clients take better action
- Why CFO conversations create bigger impact than bookkeeping alone
Don’t miss out on the strategies, systems, and mindset shifts that can transform the way you serve clients forever.
Listen now!
Are you making the most of ChatGPT… or missing the details that make it truly powerful?
Discover how to turn difficult client emails into clear, confident responses using simple prompt tweaks.
Learn why AI “hallucinates”—and how one lawyer’s costly mistake proves you must stay in control.
See how the right tone, structure, and context can transform generic replies into professional, empathetic communication.
Short prompts. Better results. Huge time savings.
And yes… even a touch of humour (when it’s appropriate).
The latest episode of the Value Pricing Podcast is now available: Mastering Client Communication: Enhancing Email Responses with ChatGPT
In today's episode you will learn:
- Why ChatGPT is transforming accounting faster than anything before
- The hidden risks of AI, including hallucinations and false outputs
- How to craft better prompts for clearer, stronger email responses
- The power of tone, style, and context in client communication
- Practical ways to handle difficult client emails with confidence
- How to save time while improving quality using AI tools
Don’t miss out on discovering how to save time, avoid costly AI mistakes, and transform the way you communicate with clients.
Listen now!
Are you making the most of ChatGPT—or just scratching the surface?
Discover the latest updates, hidden features, and powerful tools that accountants and bookkeepers need to know right now.
From mobile apps and plugins to advanced data analysis and custom instructions—we break down what actually matters.
Learn how to save hours, automate content, and collaborate more effectively with your team.
Plus, find out why prompt engineering could be one of the most valuable skills you ever learn.
Shortcuts, extensions, enterprise updates… it’s all changing fast.
Don’t get left behind.
The latest episode of the Value Pricing Podcast is now available: Top 10 Essential ChatGPT features for Accountants and Bookkeepers
In today's episode you will learn:
- The most powerful new ChatGPT features for accountants
- How plugins and extensions can supercharge your workflow
- Why GPT-4 is a game changer for better results
- How advanced data analysis transforms spreadsheet insights
- The importance of prompt engineering for high-quality outputs
- How custom instructions improve consistency and save time
Don’t miss out on these powerful ChatGPT features that could save you hours and transform the way you work.
Listen now!
What does hiring look like in an AI-driven accounting world—and are you ready for it?
Discover how to build a smarter, stronger team using AI, not just more people.
The rules of hiring have changed… are you still playing the old game?
Learn how to attract the right people, not just more applicants, in a post-COVID, flexible world.
From job ads to interviews, see how ChatGPT can transform your entire hiring process.
Stop hiring for tasks. Start hiring for skills that actually matter.
The latest episode of the Value Pricing Podcast is now available: Build Your AI-Team: The Future of Hiring in Accounting
In today's episode you will learn:
- How AI is reshaping hiring in modern accounting firms
- What skills matter most in an AI-driven workplace
- How to attract the right candidates in a flexible world
- Ways to use ChatGPT to streamline your hiring process
- How to design interviews, tests, and onboarding for success
Don’t miss out on learning how to build a smarter, AI-powered team that transforms the way your firm hires and grows.
Listen now!
Is AI about to change the future of business advisory for accountants?
In this episode, we explore how tools like ChatGPT can help you deliver strategic planning and high-value advisory servicesfaster than ever.
Discover how AI can help with research, financial analysis, KPIs, strategy creation, and growth planning for your clients.
What if you could walk into a strategic planning meeting already armed with powerful insights and ideas?
We’ll also look at practical prompts you can use immediately to generate strategies, analyse businesses, and build actionable plans.
Faster insights. Better advice. More value for clients.
This could completely change how accountants deliver advisory.
The latest episode of the Value Pricing Podcast is now available: How to Use AI for Strategic Planning & Business Advisory Services
In today's episode you will learn:
- Why AI-powered advisory is a huge opportunity for accountants.
- How ChatGPT can accelerate research on clients and industries.
- Practical prompts to analyse businesses and uncover strategic insights.
- How to identify powerful KPIs and growth opportunities with AI.
- Ways to generate strategic plans and business ideas in minutes.
- How AI helps deliver higher-value advisory faster and more profitably.
Don’t miss out on discovering how AI can help you deliver smarter strategy, deeper insights, and higher-value advisory to your clients.
Listen now!
Is your website actually bringing you clients — or just taking up space?
In this episode, we unpack the 10 essential elements of a high-performing website.
You’ll learn how to define your ideal client, craft a powerful headline, position your authority, and use FAQs, social proof, and strong calls to action to increase conversions.
We also explore lead magnets, video, SEO, tracking, and how to use AI to create smarter, faster website copy.
No fluff. Just practical steps you can implement immediately.
If you want a website that works as hard as you do, this episode is for you.
The latest episode of the Value Pricing Podcast is now available: The Accountant's Guide to a Website That Sells
In today's episode you will learn:
- How to define and attract your ideal client
- Craft headlines that instantly grab attention
- Position yourself as the trusted expert
- Use FAQs and SEO to boost visibility
- Add lead magnets and CTAs that convert
- Track performance and optimise with AI
Don’t miss out on the simple, practical changes that could turn your website into your most powerful client-winning tool.
Listen now!
Is your pricing ready for the AI revolution?
In this episode, we explore how AI tools like ChatGPT can transform your pricing strategy — from creating more valuable services to designing smarter pricing packages.
Discover how to build compelling client options with ease and communicate value in a way that truly resonates.
Learn how to make your bookkeeping (and any service) stand out in a world where time-based billing is rapidly becoming obsolete.
We’ll walk through real prompts, real results, and how you can apply them in minutes — not months.
AI is changing everything. Are you keeping up?
Tune in now to see how AI can supercharge your pricing systems and give your firm the edge.
The latest episode of the Value Pricing Podcast is now available: How to Use AI to Create Smarter Pricing Package, Strategies and Systems
In today's episode you will learn:
- How to use AI to enhance your pricing strategy
- A simple prompt to instantly add more client value
- How to build tiered pricing packages in minutes
- The secret to presenting packages clients actually want
- How to turn dull features into irresistible client benefits
- Why communication—not price—is key to pricing success
Don’t miss out on the chance to future-proof your pricing with the power of AI.
Listen now!
Struggling to get traction with your social media?
What if your posts could actually work for you—bringing in the right leads, building trust, and boosting your profits?
In this episode, we uncover how to connect social media to your broader marketing machine, the metrics that actually matter, and how to use ChatGPT to write posts that perform.
You'll hear real examples, powerful prompts, and tips on tailoring content to platforms like Facebook, LinkedIn, and TikTok.
Find out how ChatGPT can supercharge your content.
Spoiler: the problem might not be your content—it could be your offer.
Find out how to fix it, test it, and start seeing results.
The latest episode of the Value Pricing Podcast is now available: Boost Your Reach & Results: ChatGPT Marketing Tips for Accountants
In today's episode you will learn:
- How social media fits into your full marketing strategy
- What metrics actually matter—and how to track them
- Ways ChatGPT can improve and rewrite your posts
- How to tailor content for Facebook, LinkedIn, and TikTok
- Tips for writing in your own unique brand voice
- Smart ways to test, tweak, and optimise your content
Don’t miss out—this episode is packed with practical tips to turn your social media into a lead-generating machine!
Listen now!
What if ChatGPT could do the work, not just talk about it?
In this episode, we explore Agent Mode and how it automates real tasks inside your firm.
From deep research to clicking through software, fixing issues, and building spreadsheets.
We cover bookkeeping, competitor research, lead generation, and client advisory use cases.
This is practical AI you can use right now.
Fast. Powerful. Game-changing.
The latest episode of the Value Pricing Podcast is now available: How to Automate More of Your Firm with Agent Mode in ChatGPT
In today's episode you will learn:
- What Agent Mode is and why it changes everything
- How deep research and action combine to automate work
- Real examples for bookkeeping, payroll, and bank feed fixes
- Smarter competitor research using reviews, forums, and sentiment
- How Agent Mode supports lead generation and advisory services
Don’t miss out on discovering how Agent Mode can transform ChatGPT from a chatbot into a powerful automation engine for your firm.
Listen now!
GPT-5 has changed the rules—are your prompts keeping up?
Discover five practical prompting upgrades that dramatically improve results with GPT-5 and Agent Mode.
Learn why prompt engineering is more important than ever, and how small structural changes can unlock better reasoning, accuracy, and control.
We break down real examples, including meta-prompting and planning-before-execution techniques you can use immediately.
If GPT-5 has felt frustrating or unpredictable, this episode shows you exactly how to fix it.
Sharper prompts. Smarter agents. Better outcomes—starting now.
The latest episode of the Value Pricing Podcast is now available: 5 Prompting Upgrades You Need for GPT-5 and Agent Mode
In today's episode you will learn:
- Why GPT-5 demands clearer, more structured prompts than before
- Five practical prompting upgrades for better accuracy and control
- How planning before execution improves GPT-5 reasoning dramatically
- When to use instant, thinking, and agentic workflows effectively
- How meta-prompting upgrades old prompts for GPT-5 performance
Don’t miss out on learning how to take back control of GPT-5 and turn smarter prompting into consistently better results.
Listen now!
Are you still using Google for everything? It’s time to meet your real digital assistant.
In this episode, we explore how to use ChatGPT in everyday life — from creating dinner with fridge leftovers to translating menus on holiday, planning your next trip, or understanding health data.
We’ll reveal clever ways to get personalised recommendations, decode legal documents, and even fix household problems… all with a free account.
Ever wondered how to teach ChatGPT your beer preferences? You’ll love this.
This isn't about business – it’s personal, practical, and packed with real-life examples.
Tune in to discover how AI can save you time, money, and stress in ways you’ve never imagined.
The latest episode of the Value Pricing Podcast is now available: New to ChatGPT? Start Here (Features, Tips & Everyday Use Cases)
In today's episode you will learn:
- How to get amazing results using ChatGPT’s free account
- Fun and clever ways to use AI in daily life
- How to plan travel, translate menus, and fix things fast
- Tips for tracking health, fitness, and understanding medical data
- How to get smarter recommendations for food, books, beer & more
- The secret to writing powerful prompts and saving hours of time
Don't miss out on the practical AI tips that can transform your daily life — all with a free ChatGPT account!
Listen now!
Can you safely analyse client data with ChatGPT?
Only if you do THIS one critical thing.
We reveal a powerful use case for financial analysis—done in seconds.
But most accountants are breaking the rules without realising it.
GDPR, client consent, data security—it’s all covered.
Plus, the surprising fix that makes everything compliant.
This could change how you use AI forever.
The latest episode of the Value Pricing Podcast is now available: Why You Can’t Analyse Client Data (Unless You Do THIS)
In today's episode you will learn:
- How to analyse financial data with ChatGPT—safely and fast
- Why free and Plus plans break GDPR rules
- The #1 mistake accountants make with client data
- What the EU AI Act means for your firm
- How to get client consent and stay compliant
- A powerful workaround using local AI on your computer
Don’t miss out on the essential AI insights every accountant needs to stay compliant, save time, and deliver smarter client reports.
Listen now!
What if you could turn referrals into a predictable, repeatable system instead of relying on luck?
In this episode, we explore how to win more high-quality clients through smart, structured referral marketing.
Discover the best times to ask for referrals — and how to make it effortless for clients to say yes.
We’ll show you how to create a service that’s so valuable, your clients can’t help but talk about it.
Plus, learn how ChatGPT can help you craft powerful referral emails, forms, and scripts that actually work.
Imagine having happy clients who send you more happy clients — all while saving you time and energy.
Tune in now and find out how to make referrals easy, enjoyable, and part of your everyday system.
The latest episode of the Value Pricing Podcast is now available: Referrals Made Easy for Bookkeepers and Accountants with ChatGPT
In today's episode you will learn:
- How to build simple systems that generate consistent referrals.
- The best times to ask clients for introductions.
- Ways to make your service truly worth referring.
- How to collect powerful feedback and success stories.
- Smart ways to use ChatGPT to automate referral requests.
- Tips to make asking for referrals natural, not awkward.
Don’t miss out on this episode packed with practical strategies, real examples, and AI-powered tips to help you attract more dream clients through effortless referrals.
Listen now!
Are you running a thriving practice, or just busy and broken?
Jeannie Savage reveals how she doubled her profits in just one year.
Discover the Bookkeeping Practice Blueprint, a powerful framework designed to help bookkeepers move from surviving to scaling.
We talk value pricing, productized services, and the future of bookkeeping.
Find out how AI can create new opportunities for advisory work.
This is not just theory — it’s a roadmap for building a business that gives you more profit, more freedom, and more impact.
Practical tips. Real stories. Big inspiration.
The latest episode of the Value Pricing Podcast is now available: The Bookkeeping Practice BluePrint
In today's episode you will learn:
- How Jeannie doubled her profits through value pricing.
- Why the Bookkeeping Practice Blueprint transforms busy firms.
- The secret to shifting from bookkeeper to advisor.
- How to productize services and stack client value.
- Ways AI can power new advisory opportunities.
- The mindset needed to grow and scale successfully.
Don’t miss out on this inspiring episode packed with practical strategies to transform your bookkeeping practice and unlock new opportunities for growth.
Listen now!
Are you still guessing with ChatGPT prompts?
Discover how prompt templates can save you time, deliver better results, and transform the way you work.
In this episode, we reveal three powerful prompts every accountant and business owner should know.
Learn why context, specificity, and role assignment are the keys to unlocking ChatGPT’s true potential.
You’ll also see how a simple “prompt library” can become your secret productivity system.
Imagine turning hours of work into minutes… that’s what these prompts can do.
This one is packed with insights you don’t want to miss.
The latest episode of the Value Pricing Podcast is now available: Stop Guessing with ChatGPT: Use Prompts That Actually Work
In today's episode you will learn:
- How to build time-saving prompt templates for recurring tasks
- Why context and specificity transform ChatGPT’s quality of output
- A step-by-step prompt for financial statement analysis
- How to systemise any business with a process map
- Simple ways to generate fresh marketing and content ideas
- The power of a prompt library to boost productivity
Don’t miss out on this episode packed with practical prompts, smart strategies, and time-saving tips to help you get the very best out of ChatGPT.
Listen now!
What makes some accountants magnetic while others blend in?
This podcast dives into the power of personal branding.
You’ll discover how authenticity, values, and even your quirks can give you a competitive edge over faceless firms.
We share why video is powerful and why human connection matters in an AI world.
You’ll hear how accountants shape their brand around what matters most.
This isn’t about faking it — it’s about being intentional, authentic, and magnetic.
Get ready for an inspiring conversation that could change your business.
The latest episode of the Value Pricing Podcast is now available: Build a Magnetic Personal Brand with ChatGPT
In today's episode you will learn:
- How to build a personal brand that connects.
- Why authenticity and values attract the right clients.
- The power of video in showing your personality.
- How to stand out against faceless, low-cost firms.
- Why human connection matters more in an AI world.
- Practical ways to define your niche and ideal clients.
Don’t miss out on this episode packed with practical tips to build an authentic personal brand that makes you stand out and win the right clients.
Listen now!
Are you drowning in endless ChatGPT chats and files?
Discover how Projects can transform chaos into clarity.
In this episode, we break down step by step how to build your own project, set smart instructions, and upload the right files.
You’ll see how accountants and business owners are already using Projects to save hours, stay consistent, and get better results.
Plus, we reveal the latest updates you don’t want to miss.
The latest episode of the Value Pricing Podcast is now available: Use ChatGPT Projects Like A Pro: Organise, Save Time & Get Better Results
In today's episode you will learn:
- How to set up and organise ChatGPT Projects effectively
- Why project instructions supercharge clarity, focus, and consistency
- The power of uploading files for instant context and speed
- Practical use cases: marketing, copywriting, planning, and analysis
- Tips for creating prompts and building your own prompt library
- Exciting new updates that make Projects even more powerful
Don’t miss out on this game-changing episode that shows you how ChatGPT Projects can transform the way you work, save time, and deliver better results.
Listen now!
Are you making the most of the latest AI tools for your business?
In this episode, we put ChatGPT and Claude head-to-head, testing their brand-new deep research and web access features.
You’ll discover how each handles integrations (or connectors), from Google Workspace to Dropbox — and which one might just transform your workflow.
We also dive into the surprising differences in speed, depth, and usability you’ll want to know before choosing your go-to AI.
Plus, we explore real safety concerns and how to protect sensitive data when giving AI access to your files and calendars.
Fast-paced, insightful, and practical — this is your inside look at AI’s newest capabilities.
Don’t miss it — you might just find your next productivity superpower.
The latest episode of the Value Pricing Podcast is now available: ChatGPT vs Claude - Deep Research, Integrations and Staying Safe
In today's episode you will learn:
- How ChatGPT and Claude compare on deep research power
- The pros and cons of each tool’s web access
- Which integrations and connectors can boost your productivity fast
- Smart ways to protect data when using AI integrations
- How report speed and depth differ between both platforms
- Practical ideas for using AI in real-world business tasks
Don’t miss out on this fast-paced, practical guide to choosing the right AI tool and using it safely for maximum impact.
Listen now!
Want to turn your expertise into passive income?
Tired of trading hours for fees in your accounting firm?
In this episode, discover how to build recurring revenue and scale your knowledge with ease.
We explore why community is powerful, how to monetize what you know, and the tools that make it simple.
See real examples of accountants earning thousands through membership platforms like Skool.
AI is reshaping our industry—now’s the time to adapt and thrive!
This episode could be the game-changer your firm needs.
The latest episode of the Value Pricing Podcast is now available: How Accounting Firm Owners Can Generate Passive Income with Skool
In today's episode you will learn:
- Why recurring revenue is powerful for accounting firm growth.
- How to build and scale a thriving online community.
- Ways to monetize your expertise and knowledge effectively.
- How AI is reshaping the accounting and bookkeeping profession.
- Simple steps to set up and grow on Skool.
- Real-life examples of accountants earning passive income online.
Don’t miss out on discovering how to create passive income, build a thriving community, and future-proof your accounting firm in the age of AI!
Listen now!
Ready to turn prospects into paying clients—on autopilot?
What if your lead generation, nurturing, and booking system could run while you sleep?
In this episode, we reveal a step-by-step automated journey from cold prospect to signed proposal.
Discover how to build a powerful lead magnet, write persuasive follow-up emails, and structure your ideal sales meeting—without starting from scratch.
We’ll show you how AI tools (like ChatGPT) can write your content, build your nurture sequence, and even help close the sale.
Think it’s too complicated or time-consuming? We’ll prove it’s not.
This isn’t theory—it’s a plug-and-play system you can build in a weekend.
The latest episode of the Value Pricing Podcast is now available: Building an Automated Lead Nurturing System
In today's episode you will learn:
- How to automate your entire lead nurturing system
- The secret to creating irresistible, evergreen lead magnets
- How to write compelling opt-in pages and thank-you emails
- The simple way to segment your list for better results
- How to build trust and win clients using email campaigns
- The exact steps to book and run high-converting sales calls
Don’t miss out on the chance to simplify your marketing, save hours of manual work, and turn curious prospects into loyal clients—automatically.
Listen now!
Have you tried ChatGPT but not yet explored the power of Custom GPTs?
This episode unlocks how accountants can use them to automate tasks, save hours each week, and even create client-ready reports in minutes.
Learn how to build your own GPTs—no coding required—and see real-world examples like email responders, strategic planning tools, and custom software manuals.
Discover the secrets to writing great prompts, structuring workflows, and using AI to deliver high-impact value.
The best part? It’s easier than you think.
Tune in to transform your productivity and rethink how AI fits in your firm.
The latest episode of the Value Pricing Podcast is now available: Automate Your Accounting Workflow with Custom GPTs
In today's episode you will learn:
- What Custom GPTs are and why they matter
- How to automate tasks with zero coding knowledge
- The best use cases for accountants and advisors
- How to build GPTs using clear, structured prompts
- Tips to train GPTs with your writing style and files
- Why repeatable systems are the future of your firm
Don’t miss out on discovering how Custom GPTs can revolutionize your efficiency, elevate client service, and give you a serious edge in your accounting practice.
Listen now!
Want to save hours each week and boost your productivity instantly?
We will dive into essential AI prompts every accountant should have in their toolkit — including how to build prompt templates, set up your own prompt library, and streamline your systems.
You'll hear practical examples that can transform how you create marketing content, price your services, onboard clients, and deliver powerful advisory work.
We even explore the tools you can use to organise your prompts — including a sneak peek at a new software we’re about to launch!
Ready to learn how AI can supercharge your firm?
This could be a total game-changer.
The latest episode of the Value Pricing Podcast is now available: ChatGPT for Accountants: Essential AI Prompts to Boost Productivity
In today's episode you will learn:
- How to build powerful, time-saving AI prompt templates
- Smart ways to organise your own prompt library
- Which tools work best: Trello, Airtable, or Notion?
- Real-life prompt examples for marketing, pricing, and advisory
- Tips to write clear, consistent, results-driven prompts
- Why using AI across your team boosts productivity fast
Don’t miss out on the chance to transform your productivity with AI prompts that actually work.
Listen now!
Can AI really create better images than a designer—and spell your text right too?
Discover the latest game-changing image tool inside ChatGPT and how it stacks up against Midjourney.
Find out how accountants are using AI to craft professional, branded visuals for websites, slide decks, and social media.
You'll learn tips for creating 3D product shots, adding logos and custom colours, and making image updates with just a click.
Want weekly quote images that look stunning and stay on brand? This episode shows you how to build repeatable prompt templates.
Plus: The feature that turns you into a steampunk version of yourself—because who says accountants can’t have fun?
Whether you're serious or playful with AI, this episode unlocks powerful, practical tools every accountant should be using.
The latest episode of the Value Pricing Podcast is now available: AI Image Generation for Accountants: Create Stunning Visuals WITHOUT a Designer!
In today's episode you will learn:
- How to access ChatGPT’s powerful new image generator
- Why it's beating DALL·E 3 and Midjourney for usability
- Tips for writing image prompts that actually get results
- How to create 3D product mockups in seconds
- Smart ways to use AI images in your accounting firm
- Simple strategies to build brand consistency with templates
Don’t miss out—this episode reveals how to create on-brand, eye-catching visuals with AI that save time and elevate your marketing.
Listen now!
Want to reclaim 5+ hours a week and boost your team’s productivity with AI?
In this episode, Mark shares the essential prompt templates that I use every single day to systemise work and drive results—fast.
Discover how to build your own prompt library, the tools to organize it, and practical examples that save serious time.
We’ll also explore how to get more consistent, high-quality outputs with tips for writing better prompts.
Whether you’re an accountant, a firm owner, or just want to get more done with less, this is one episode you can’t afford to miss.
Are you struggling to choose a niche for your accounting firm?
Wondering whether narrowing your focus might limit your opportunities — or unlock your full potential?
In this episode, we break down the power of niching, the myths that hold people back, and how it can help you charge more, work with fewer clients, and create a business you love.
You’ll also discover how ChatGPT can guide you through the process step by step — and even help your clients find their own niche too.
This isn’t just theory — it’s a roadmap to clarity, confidence, and better marketing.
Ready to stand out and attract your dream clients?
The latest episode of the Value Pricing Podcast is now available: How to Choose the Right Niche for Your Accounting Firm (Using ChatGPT)
In today's episode you will learn:
- Why niching down helps you attract better, not fewer clients
- Common myths about choosing a niche - and the truth
- How to position yourself as an expert and raise prices
- Ways to evaluate your existing clients to find your niche
- How ChatGPT can help define your ideal client persona
- Simple steps to create powerful, focused marketing that converts
Don’t miss out on this game-changing episode that could transform how you market, price, and grow your accounting firm.
Listen now!
Want to unlock the real power of ChatGPT in your accounting firm?
This episode goes deep into advanced reasoning, the truth about GPT-4.5 vs 4.0, and the surprising risks of using Excel files with AI.
We’ll show you how to create better financial forecasts, avoid common pitfalls, and even explore the groundbreaking Deep Research feature that could change how you learn, plan, and advise.
Ever heard of 26-page AI-generated reports with citations?
You will now.
Are you spending too much time on marketing without seeing the results you want?
In this episode, we uncover the perfect marketing tech-stack that works for you — even while you sleep.
Discover the essential tools for lead generation, email marketing, AI-powered content creation, automation, tracking, and more.
Learn how to save hours, grow faster, and create a system that brings in clients consistently.
Ready to work smarter, not harder?
Tune in now and start building a marketing machine that never stops working for you!
The latest episode of the Value Pricing Podcast is now available: Your Perfect Marketing Tech-Stack; A System That Works While You Sleep
In today's episode, you will learn:
- How to build a marketing tech-stack that runs itself
- The essential tools every business needs for smart marketing
- Simple strategies to automate lead generation and client booking
- How to use AI to create powerful, consistent content fast
- The best ways to track, tweak, and skyrocket your marketing results
- Tips for choosing the perfect all-in-one marketing platform
Don’t miss out on the chance to transform your marketing into a powerful, automated system that brings in leads and clients effortlessly!
Listen now!
Is AI about to transform how you price your services?
In this episode of the Value Pricing Podcast, I will explain why value pricing is more important than ever—and how AI can help you build powerful pricing systems.
Discover the three foundations of value pricing, how to price based on perceived value, and the one skill that will make or break your pricing success.
Plus, I reveal how to use tools like ChatGPT to design better packages, communicate value more effectively, and even role-play pricing conversations.
AI is not the future—it’s now. Are you ready to lead the change?
ChatGPT vs Claude: Which One Wins?
Are you making the most of AI tools? In this episode, we dive into ChatGPT vs. Claude, breaking down their best features, hidden strengths, and key differences.
Which one is faster, smarter, and better for your business? And what’s the deal with Canvas vs. Artifacts—are they game-changers or just another tool?
Tune in to discover which AI powerhouse suits you best—and how to get the most out of it!
Don’t miss this AI showdown!
The latest episode of the Value Pricing Podcast is now available: ChatGPT vs Claude: Canvas, Projects and Artifacts Explained
In today's episode, you will learn:
· ChatGPT vs. Claude – which AI tool suits you best?
· Canvas vs. Artifacts – side-by-side content creation explained!
· Speed vs. features – which model gets the job done faster?
· How to maximize AI for writing, research & strategy
· The hidden strengths of each tool & when to use them
· Insider tips to boost your workflow with AI
Don't miss out on this eye-opening AI showdown, where we reveal the key differences, best features, and insider tips to help you choose between ChatGPT and Claude!
Listen now!
Ready to finally stick to your goals this year?
Tired of setting big resolutions only to abandon them by March?
In this episode, we’re breaking down why that happens—and more importantly, how to stop it!
From SMART goal setting to overcoming overwhelm and staying accountable, we’re laying out a roadmap for real progress.
Plus, the game-changing mindset shift that will make motivation irrelevant—you need to hear this one!
Hit play and let’s make your goals actually happen this year.
Are you ready to take your accounting firm to the next level in 2025?
The world is changing fast—AI is transforming the industry, pricing mistakes are holding firms back, and the future of compliance work is uncertain.
In this episode, we reveal the five critical things every accountant and bookkeeper must do to stay ahead.
From value pricing to leveraging AI, these strategies could reshape your business and your life.
Don’t get left behind—tune in now and get ahead of the game!
The latest episode of the Value Pricing Podcast is now available: The 5 Critical Things Every Accounting Firm Must Do in 2025 to Stay Ahead
In today's episode, you will learn:
· The must-have strategy for a successful 2025.
· Why raising your prices is essential—starting now!
· How AI is reshaping the accounting profession.
· The urgent need to switch to value pricing.
· How to create more value and boost profits.
· The future of compliance—what you must prepare for.
Don't miss out on the game-changing strategies that will help you work smarter, earn more, and stay ahead of the competition in 2025!
Listen now!
Are you using AI strategically, or just scratching the surface?
In this episode, we reveal how to train AI to deeply understand your business—so it delivers tailored insights, not generic advice.
You'll discover how ChatGPT and a groundbreaking free tool can supercharge strategic planning, plus the must-have documents that will give AI the context it needs to drive real results.
If you're serious about growing your firm, you can't afford to miss this!
Listen now and start using AI like a pro!
The latest episode of the Value Pricing Podcast is now available: AI and NotebookLM: Tools for Better Strategic Insights for Accounting Firms
In today's episode, you will learn:
· How to train AI to understand your business strategy.
· The must-have documents that make AI insights more powerful.
· Why ChatGPT custom GPTs can revolutionize your strategic planning.
· How to use NotebookLM—Google’s free tool for better insights.
· The secrets to AI-powered business advisory for your clients.
· How to make this your most successful year yet!
Don't miss out on the game-changing AI strategies that can transform your accounting firm and give you a competitive edge!
Listen now!
Struggling to keep up with the demands of content marketing?
Imagine creating 10x the content with half the effort!
In this podcast, we uncover the secrets to batching, automating, and repurposing your content effortlessly.
Learn how AI tools can transform a single video or blog post into endless formats across social media, blogs, and more.
Discover why reusing and recycling content isn't just smart—it's essential.
Don't miss the tips on building authority, delivering value, and maximizing impact with every post.
Ready to revolutionize your content strategy? Tune in now!
The latest episode of the Value Pricing Podcast is now available: 10x More Content - How to Repurpose One Post Into Endless Formats
In today's episode, you will learn:
· How to 10x your content with less effort.
· The power of batching and automating your content strategy.
· Smart ways to repurpose content into endless formats.
· AI tools that simplify and supercharge content creation.
· Techniques to build authority and grow your brand.
· Strategies to engage your audience while saving time.
Don't miss out on the game-changing tips to create more content, save time, and grow your brand effortlessly!
Listen now!
Have you ever wondered how writing a book could transform your career?
In this episode, we uncover the secrets of using books to position yourself as an expert, whether through self-publishing, traditional publishing, or hybrid approaches.
Discover actionable strategies to write, market, and leverage your book to grow your personal brand and business.
With insights from our guest Sharon Critchlow, learn how to craft impactful content, navigate publishing decisions, and use your book as the ultimate marketing tool.
Plus, we reveal the surprising role of color psychology in your book's success.
Are you ready to unlock the secrets of becoming more visible, valuable, and profitable in your bookkeeping journey?
Join us as we dive deep with Margie Remmers Davis, who turned a life-changing challenge into a thriving QuickBooks ProAdvisor career.
Discover how to navigate the ProAdvisor program, ace certification tests, and leverage your profile to attract clients like never before.
With insider tips, powerful success stories, and actionable advice, this episode is packed with everything you need to take your business to the next level.
Are you ready to transform the way you network and elevate your business relationships?
In this episode, Mark Wickersham sits down with networking expert Will Kintish to uncover the secrets of confident networking.
Learn how to overcome fears, ask the right questions, and identify the six types of groups in any room.
Whether you're an introvert or a seasoned pro, this conversation is packed with practical tips and lightbulb moments that will change how you connect with others.
Discover how to save time and boost efficiency in your accounting firm with the power of prompt templates!
In this episode, we dive into what prompt templates are, why they're so essential, and how you can build a library of templates to streamline tasks like creating email templates, brainstorming content ideas, and running industry research.
Imagine automating repetitive tasks and focusing more on what truly matters.
Don’t miss out on these time-saving tips that can transform your practice!
Tune in to find out how to make ChatGPT and Trello your new secret weapons for success.
Are you maximising the power of client feedback in your business?
In this episode, we cover the essentials of building feedback systems that drive real results!
Learn how to collect, analyse, and act on feedback from the clients who matter most.
Discover tips for using tools like ChatGPT to streamline the process and create a proactive, client-centred approach.
Want to know the best times to ask for feedback or how to turn success stories into powerful marketing assets?
Tune in to uncover how feedback can become your business’s hidden superpower!
Do you ever feel like you're constantly busy but never really getting ahead?
It’s a common struggle, but it doesn’t have to be your reality.
Imagine achieving more, feeling energized every day, and having the time to focus on what truly matters in your business and life.
Listen to this Podcast where we dive into practical strategies to supercharge your productivity and well-being.
This is a must-listen for owners of accounting and bookkeeping firms who want to maximize their productivity, increase their energy, and enjoy a better work-life balance.
Are you struggling to keep up with the demands of creating engaging social media content?
Or maybe you’re looking to streamline your strategy to maximize results without sacrificing precious time?
If this sounds like you, we’ve got you covered!
In this Podcast, join Emily Cross, Head of Marketing at VPA, as she walks you through how to revolutionize your accounting firm’s social media using AI and ChatGPT.
Are you struggling with cash collection in your accounting firm or with your clients?
In the latest podcast episode, we explore how to accelerate cash flow, reduce stress, and transform your business with simple yet powerful strategies.
Discover the key to predictable cash flow, why recurring payments are a game-changer, and how asking for money upfront can save you from bad debts.
Ready to learn practical steps to secure your cash?
Tune in and find out how to fix your cash collection once and for all!
Ready to create an unbeatable lead magnet?
In this episode, we reveal the secrets behind crafting a high-value lead magnet that attracts qualified leads and positions you as an expert in your niche.
Discover why quality beats quantity, how to offer something truly valuable, and ways to keep your content evergreen.
Whether it's an ebook, checklist, or even a podcast, you'll learn strategies to build a constant flow of leads effortlessly.
Want to make your clients happier and increase your revenue?
In this episode, we reveal why just one fixed price could be holding you back.
What if offering choices could change everything?
Plus, we’ll show you how to use ChatGPT to improve your pricing strategy.
Ready to boost your business?
Get practical tips you can start using today!
Discover the secrets to writing like a pro with our latest podcast episode featuring Emily Cross.
Learn the seven golden rules of copywriting that will transform your business communications.
From identifying your ideal client to using their language and crafting engaging content, this episode covers it all.
Plus, find out how to make ChatGPT your ultimate writing assistant.
Ready to attract your ideal clients and boost your business success?
Listen now and start writing like a pro today!
Do you ever wonder if your business could make money without you lifting a finger?
In this episode, Mark Wickersham interviews Michael Palmer, the entrepreneurial mastermind behind Pure Bookkeeping and the Successful Bookkeeper podcast.
Learn how to automate your bookkeeping, implement powerful systems, and create a business that thrives without you.
Hear Michael's journey from corporate life to helping bookkeepers succeed worldwide.
This episode is packed with insights you can't afford to miss.
Are your business targets truly driving success?
Listen to the latest episode of Mark’s podcast, where he sits down with the influential Steve Pipe, a renowned figure in transforming accounting firms and setting revolutionary business targets.
Discover the secrets to redefining success and how strategic goal-setting can lead to profound improvements in business operations.
Gain exclusive insights from a mentor who has shaped careers and businesses with his innovative approaches.
Don't miss this engaging conversation packed with actionable advice that could change the way you think about your business targets.
Find out how a shift in goal-setting can ignite remarkable growth in your firm!
Ready to discover the secrets of business advisory success?
Learn why understanding numbers is crucial for business growth and discover the ideal client size for advisory services.
In this podcast, we’ll be chatting with Adam Lean from The CFO Project.
We’ll discuss setting the right fees and how to effectively communicate value to clients.
Adam also shares insights on prioritizing actions for impactful results and the importance of building trust with business owners.
Curious about choosing the right AI for your accounting business?
Discover the top models in today’s tech landscape, including Gemini, ChatGPT, and Claude.
In this podcast, we’ll explore their unique features and how they can transform your accounting operations.
Join us as we navigate the complexities of modern accounting technologies, unpacking the pros and cons of each to guide you to the best decision.
This is essential for any modern accountant looking to leverage AI effectively.
Ever wondered how AI can transform your email strategy?
In this podcast, discover the tools that can save you hours each week.
Unlock secrets to better productivity with essential tips on effective scheduling and time management.
Struggle with marketing?
Learn how AI simplifies content creation and boosts your impact with minimal effort.
Discover the secrets to effective pricing with the legendary Peter Thompson in our latest podcast episode!
Ever wondered how to position yourself as the go-to expert in your field?
Or how to handle price objections with ease?
This episode has got you covered. Peter Thompson, a hero, and mentor to many, including Mark, breaks down his proven strategies for success.
Learn how to create magnetic titles, set the perfect price for your services, and attract your ideal clients.
Peter also shares invaluable insights on avoiding common pricing mistakes and enhancing your value proposition.
Ever wondered how GPTs can transform your accounting firm?
Join us as we explore the latest AI advancements that are setting the pace for 2024—don't get left behind!
Learn how custom GPTs can streamline your accounting processes in ways you never imagined.
In this episode, we also demonstrate how to build your own GPT.
We’ll cover the ins and outs of why GPTs are becoming essential tools for elite accountants.
From the latest AI news to practical GPT applications—get all the details in this session!
Ever wondered how a sole practitioner can generate 1.2 million in revenue in less than four years?
Join us as Neil shares his journey from starting with zero clients to a booming practice.
Neil discusses navigating job loss and lockdowns to build a successful firm and turning challenges into opportunities.
Discover the power of digital tools in transforming an accounting practice.
From social media insights to business restructuring, learn how embracing technology and consistent marketing can elevate your practice.
Neil also breaks down the essentials of building a team and why choosing personality over experience can be a game changer for your firm.
Spending countless hours on email campaigns without seeing the results you desire?
This episode is your gateway to mastering email campaigns with ChatGPT.
Uncover the distinction between manual and automatic emails, and why the latter could be your strategy's missing piece.
Find out actionable insights on crafting compelling email content that resonates with your audience.
Learn the secrets to engaging subject lines that boost open rates and discover how integrating ChatGPT can transform your approach to email marketing.
Perfect for bookkeeping businesses and solo entrepreneurs aiming to leave a mark in the accounting industry.
In an increasingly digitalised world, the ability of accounting firms to leverage cutting-edge technologies like Large Language Models (LLMs) such as ChatGPT determines their competitive edge.
Join Mark to unlock the full potential of prompt engineering across six crucial levels, designed specifically for accounting professionals.
Discover how to…
Elevate your firm's productivity,
Enhance client satisfaction,
And secure a competitive advantage,
All by mastering the art of prompt engineering.
Looking to enhance your website with ChatGPT?
This episode uncovers how you can use ChatGPT alongside other tools or a web designer to elevate your site.
Whether you're starting from scratch or refining your current site, discover practical tips on everything from understanding your ideal client profile to optimizing your site's wording for better engagement.
Need standout content?
Learn about creating compelling copy, differentiating your website, and even improving SEO—all through the power of ChatGPT.
Perfect for solo entrepreneurs in any field aiming for a standout online presence.
Are you feeling overwhelmed by the rapid advancements in AI?
Wonder how these changes might impact you and the future of accounting?
Well, you can find clarity and direction here in our latest episode.
Discover essential strategies for your accounting firm to navigate these changes, from embracing your firm's strengths to unlocking the power of AI for value creation.
Join us as we uncover how to future-proof your practice in the face of AI's relentless evolution, ensuring your firm not only survives but thrives.
In this Podcast we will also look back at how far AI has come in 2023 and predict where it will take us in 2024!
Feeling swamped and unable to focus?
The feeling of overwhelm can be detrimental to both your personal and professional life, it can also spiral into stress.
In this Podcast, we will explore the transformative approach of turning a vision to plan.
We will also highlight the importance of a long-term vision over short-term hacks and shortcuts.
Discover the secrets to achieving a better work-life balance and learn 10 key tips and techniques to reduce overwhelm.
Join us as we uncover strategies to streamline your workload, ensuring clarity and purpose in every step you take towards success.
The latest episode of the Value Pricing Podcast is now available: How I Deal with Overwhelm
Want to shift a struggling practice into a thriving business?
Hear about the story that changed everything…
Discover the mindset that separates successful accountants and bookkeepers from the rest in our latest podcast episode,
and the power of thinking beyond the numbers with strategies that can propel your firm.
Learn how you can adopt an entrepreneurial mindset,
Find out the seven key strategies that drive success in accounting and bookkeeping, from vision and goals to mastering non-technical skills.
Marking the 50th episode of the Value Pricing Podcast series!
Struggling with finding the right pricing model?
In this podcast we will be exploring the intricacies of cost-plus and value pricing.
Learn about 13 key pricing models and their impact on your accounting or bookkeeping practice.
Discover Mark's insights on the limitations of time-based billing and the advantages of value pricing.
This episode offers a clear view on choosing the right pricing strategy for various services.
Are you struggling to identify who your ideal clients are in the world of accounting and bookkeeping?
Discover key strategies to pinpoint and understand your ideal clients’ needs.
Learn how to ask the right questions, gather crucial information, and use it to enhance your marketing, sales, and service offerings.
Uncover the secrets to transforming your client relationships, from just transactions to valued partnerships.
Debt: a word that often triggers anxiety and uncertainty.
How does it make you feel?
Overwhelmed?
Guilty?
Stressed?
Want to hear Mark’s story of overcoming debt?
Find out how he persevered and became debt-free by following practical strategies that helped him manage debt.
These insights will not only boost your personal growth but are also invaluable for aiding your clients in their financial struggles as well.
Is your accounting practice stuck in the commodity trap, competing solely on price?
Discover the path to breaking free from this pricing dilemma in our latest episode.
Want to know how to add real, tangible value to your clients' businesses?
Explore proven strategies for enhancing your services and boosting client satisfaction.
You will also learn how to stand out in a crowded market and attract your ideal clients.
Join us and transform your practice into a high-value, client-focused success story today!
Are you tired of hearing 'That's expensive' when presenting your fees to clients?
Are you ready to transform how clients perceive the value of your offerings?
Discover the secrets of effective value communication in our latest episode.
Learn why it's more than just pricing and how to make clients truly understand the worth of your services.
Additionally, develop the ability to build a reliable system for ongoing value communication with clients.
Ever wondered what it takes to supercharge your pricing strategy?
Join us for an exciting podcast episode where we explore the secrets to unshakable pricing confidence.
Ever wondered why pricing confidence is crucial?
Discover the importance of pricing confidence and we’ll also reveal the 3 critical elements for pricing your services effectively.
Find out how Mark transformed his accounting firm's profitability in just two years and became a renowned expert in pricing strategies!
Are you ready to conquer that never-ending to-do list?
In this podcast, Mark will share valuable insights and strategies to enhance your productivity, tackle your to-do-lists.
Discover the key to unlocking your full potential, as we explore the importance of clarity in your goals and the energizing impact of a healthy lifestyle.
Learn to master your email inbox and break free from time-wasting habits.
In today's fast-paced world, it's time to take charge and make every moment count so you can reach your goals and achieve your dreams.
Ready to unlock the secrets of communication?
In this episode, we're diving deep into a crucial topic: how to effectively communicate value in conversations.
Discover why this skill is a game-changer, especially in value pricing.
Learn why setting up a chart of accounts is more than just a feature—it's about streamlining your workflow and saving you valuable time.
Find out how quantifying benefits can make your proposals more compelling, giving your clients a clearer picture of the value you bring.
Our host Mark shares personal anecdotes and expert insights on how to master the art of communication in the world of accounting and bookkeeping.
Do you ever dream of having the time and freedom in everyday life, living for today, and not just retirement?
What if I told you that dream was absolutely achievable!
In fact, this podcast will equip you with the actionable advice and strategic insights to transform that dream into a tangible reality.
So, are you ready to transform your business?
This episode unveils the roadmap to financial independence and unparalleled business triumph, including insights into strategic planning and effective role management.
Are you curious about turning your business into a subscription goldmine?
Discover the untapped potential of recurring revenue.
Learn how to transform your accounting firm with the power of subscriptions.
Join us as we delve deep into the world of predictable cash flows, steady client relationships, and the business transformation that recurring revenue can bring.
We will explore real-life examples from the podcast and uncover insights from the ground-breaking and extraordinary book 'The Automatic Customer' by John Warrillow, which shares innovative ways to revolutionize your firm's financial landscape.
Are you ready to level up your business?
Discover how social media acts like networking on steroids, transforming your client outreach far beyond the limitations of traditional methods.
Take Facebook for example…
Have you ever wondered how Facebook can supercharge your accounting firm's growth?
This episode will reveal five powerful strategies that can propel your firm's success and leave outdated methods in the dust.
Revamp your approach and witness your business soar to new heights!
Ever wondered about the different pricing strategies in the world of accounting and bookkeeping?
Are you curious to know how these approaches could impact your business?
Discover the secrets behind hourly rates, fixed fees, and value pricing, and learn how each approach can influence your practice's success.
Dive into the world of pricing strategies and find out why value-based pricing might just be the game-changer you've been seeking.
Explore the pros and cons of these models and gain insights into how they can transform your business.
Are you an accounting professional struggling to grow your business?
Discover the secrets to success in this exclusive podcast episode!
You can find out the 3 most effective marketing strategies that every accounting professional should master to take their firm to new heights.
Uncover the secrets to skyrocketing your business growth and attracting your ideal clients!
Learn how to leverage the power of referrals, content marketing, and a lead generation system to attract your ideal clients and position yourself as the go-to expert in your field.
Do you ever wonder what it takes to build a thriving accounting firm?
Are you looking to skyrocket your business and maximize profitability?
You can discover Mark's journey of how he grew his business and uncover invaluable lessons for your own path to success.
You will find out the 5 essential factors crucial for the expansion and management of a thriving business as Mark shares his top recommendations for overcoming common hurdles and achieving sustainable growth.
Do you want to grow your accounting firm?
Do you ever wonder how you can you turn referrals into valuable clients and maximize your time and efforts?
Do you want to take control of your firm's growth with systematic referral strategies and proven systems?
You can discover the seven essential foundations that will empower you to consistently win more high-quality referrals, ultimately resulting in an influx of new clients.
Are you tired of traditional networking methods and looking for a quick way to attract new clients?
Imagine networking on steroids, where you can connect with thousands of potential clients effortlessly.
Do you wish you had a social media strategy back when you started your accounting firm?
Today, social media offers unparalleled opportunities for growth.
Discover how to position yourself as an expert, build a valuable list of leads, and secure appointments with high-quality prospects.
Learn the three golden rules of social media success and how to avoid wasting time while maximizing your results.
Do you ever feel like you're juggling too many tasks in your accounting firm?
Are you constantly searching for ways to streamline your services, increase your revenue, and work more efficiently?
You're not alone. Many accounting professionals find themselves in this exact situation.
But what if I told you there's a way to transform your business, to make it more profitable, more efficient, and more valuable to your clients?
In the latest episode of the Value Pricing Podcast, we're joined by Roger Knecht, a seasoned expert in the accounting profession with over 20 years of experience. Roger shares his insights on the concept of a TurnKey Business Plan for Accounting
Professionals.
This episode is packed with strategies that can help you revolutionize your accounting firm.
In today’s episode you will learn:
✅ The importance of identifying your firm's priority areas and how to focus on them
✅ The rule of thumb for effective marketing strategies
✅ The significance of expert positioning and how to achieve it
✅ The three core services every accounting firm should offer
✅ The power of technology and AI in content marketing and client communication
This episode is a must-listen for any accounting professional who wants to take their firm to the next level. Don't miss out on these valuable insights that could transform your business.
Universal Accounting: https://universalaccounting.com/
The art of persuasive writing is a vital skill in the world of business.
Whether you're writing emails, proposals, social media posts, or even
podcast descriptions (wink wink), the way you communicate is crucial in
convincing your readers to take action.
Every day, we are inundated with communication, each carrying a message
meant to inform, engage, or persuade.
But let's face it, not all messages are created equal. Some communications
merely pass by, unnoticed in the sea of information, while others have a
magnetic pull, drawing us in and compelling us to take action. What makes the
difference? It all boils down to the art of persuasive writing.
How do you write in a way that not only engages but also moves people to a
'yes'? How do you turn a simple email into a compelling story or a business
proposal into an irresistible offer?
This week's podcast episode is here to show you the way. We're diving deep
into the world of copywriting, dissecting its mechanics, and presenting you
with a solid framework to make your writing efforts more effective.
In today’s episode you will learn:
✅ The 3 golden rules of copywriting that will improve your writing tenfold
✅ A 7-step framework to apply to all your writing efforts
✅ The phrases you should always include (and those you should avoid) in your copy
✅ How to craft compelling calls-to-action that drive engagement
✅ Strategies for connecting with your audience on an emotional level
If you're ready to take your communication skills to the next level and
inspire action in your readers, this episode is a must-listen!
Listen now!
On average, accounting and bookkeeping firms that bill based on the hour are losing 8% of their profit by writing time off.
When you look at the bill at the end of the work and see it’s really high because of all the extra unexpected work you had to do, it’s considered standard practice to just write some of the time off and give a lower ‘more reasonable’ price in order to avoid a conflict.
A few years ago, I taught a seminar on scope creep to a room full of accountants and bookkeepers.
There were some larger multi-partner firms and some smaller firms…
During the break, one of the partners of a large multi-partner firm came up to me and told me something INSANE!
He told me that he knows their business writes off AT LEAST £2,000,000 every single year!
2 MILLION
I was FLOORED by the amount of money this business was losing just through scope creep.
Just think of how much money YOU could be losing out on!
All those odd little jobs that crop up whilst doing the work that you never charge for, they all start to add up.
The first step in overcoming the problem with scope creep is identifying what it is and when it happens. When you know that, you can put systems in place to never lose out on profits again and stop doing work for free!
In today’s episode you will learn:
- Uncovering the telltale signs of impending scope creep
- Discover the four distinct varieties of scope creep
- Strategies for effectively combating each scope creep category
- Integrating project scope into your pricing model
- Navigating client expectations to prevent fee disagreements
When you can see scope creep happening, you can put a stop to it BEFORE you lose out on your hard earned profits!
ChatGPT is taking the world by storm (and for good reason).
This AI marvel is revolutionising the way we work.
It’s scarily good… it might make you worried for the future of your job. But don’t worry, the only threat to your business is how your competitors are using it.
And the good news is it sucks at math – so for now accountants and bookkeepers get to keep their jobs, but with the way it’s going you are going to need to be ON IT with ChatGPT to stay ahead of the curve.
So breath a sigh of relief… but don’t get too comfortable.
Whilst it’s still very new and growing – and is not without it’s flaws and limitations – this tool has the potential to save you literal HOURS of time and increase your productivity and efficiency IMMENSELY.
The possibilities are endless and the benefits abundant.
ChatGPT is going to be a gamechanger in the accounting industry – you need to get on board.
In today’s episode you will learn:
🤖 What ChatGPT is and does
⚠️ The 3 big DANGERS you must be aware of
5️⃣ things you can start doing straightaway in your firm to get results
🤔 How to ask better questions, so you get better answers
It’s time to embrace the future and elevate your business by using ChatGPT in your accounting or bookkeeping firm now.
You may have heard the term ‘Virtual CFO’ or even the term ‘Fractional CFO’, but what does it mean?
And what does a Fractional CFO do?
And how do you become one?
Well, today's podcast episode is going to answer all of these questions and more! We have a special guest, Tatiana Tsoir, who is an award-winning accountant, speaker, and business expert with over 18+ years of experience.
She's going to give us the lowdown on everything we need to know about
Fractional CFO services, including what it means to be a CFO, the difference
between a CFO, a controller, and a fractional CFO, and how it can benefit your
business.
In this episode, Tatiana also shares her insights on what to look for in
potential clients and the common pitfalls that other CPAs, EAs, and bookkeepers
overlook, contributing to the business failure rate of 50%.
You will learn:
- What is the role of a CFO vs Controller vs Fractional CFO
- What it can look like for a tax-accounting firm as well as a bookkeeping firm
- How do you know which clients are a good candidate for an upgrade
- What you should beware of (what other CPAs, EAs, Bookkeepers aren’t doing at all and contribute to the business failure rate of 50%)
If you're ready to take your career to the next level and become a Fractional CFO, this episode is a must-listen!
I recently got the chance to meet up and interview one of my academy members Melanie Jury.
Melanie has only been in the academy for a few months, and in that time she has made some HUGE changes to her business.
She has changed the way she prices and increased the fees of her business by 3 times, all by doing one thing…
Taking action!
At first Melanie thought:
“I was scared to charge too much. So, I kept increasing my hourly rate because I wasn't making enough money. Then I hit the $50 an hour mark and thought I couldn’t continue to raise my prices.”But after using the Effective Pricing software and learning about value pricing…
"I couldn’t wait to increase my pricing, so I just went for it. And I was confident. I have good relationships with my clients. If clients wanted to go, they would have to go. I wasn't going to be scared. And nobody left. In fact, I've gotten more clients.”Listen to the interview now to learn the exact steps Melanie took, the changes she has made to her business, and her new-found confidence when it comes to giving high prices.
In today’s episode you will learn:
✅ Melanie’s struggles with pricing and how she overcame them and took action!
✅ How Melanie re-priced her clients and didn’t lose anyone
✅ How Melanie found the courage to raise her prices and stick to them
✅ The impact of these changes on Melanie’s business
✅ Melanie’s top tips for getting started on re-pricing
Melanie took what she learnt in the academy and went ahead and DID IT, and now the results are flooding in. I hope her story inspires you to take action and make those needed changes in your business.
Listen now.
Have you ever heard that dreaded phrase:
“That’s too expensive!”
When clients say that to you, it makes you instantly want to start throwing discounts at them, desperately trying to keep their business.
Honestly, it’s embarrassing.
But you really don’t need to discount – EVER.
Here’s why ‘that’s too expensive’ is actually the best thing you could hear…
Most accountants and bookkeepers are undercharging for their services. If you have never had a price objection it means you are clearly one of them.
But your service is VALUABLE and DESERVES a high price.
When someone says your price is too expensive it most likely isn’t, you just need to communicate your value better.
When you under price and the client immediately says ‘yes’ you have left money on the table. But when you price too high, you know you are above your clients’ willingness to pay and you can work with them to bring the price down by altering the service.
In today’s episode you will learn:
✅ Why ‘that’s too expensive’ should be your favourite phrase
✅ 4 reasons that people object to your price
✅ How to identify the 4 different types of buyer
✅ A 6-step process for handling price objections
When you can change up your mindset and understand that price objections are actually an opportunity to deliver more value to your client, you will no longer be afraid of hearing that dreaded ‘it’s too expensive’ phrase’.
Here is a common myth about having a niche:
“If I focus on just one niche I will have less clients to choose from”.
So many people think this, it seems logical that the pickier you are with your clients, the less clients you will have…
But the opposite is actually true.
When you position yourself as the expert people will flock from far and wide to work with you because you are the best.
Think of it this way…
If you had to have brain surgery, would you pop along to your local hospital or would you seek out the best, most reputable brain surgeon you can find and travel a long way to have them specifically perform the surgery?
Your clients will do the same thing when choosing their accounting professional.
They want to know that their business is in the safest possible hands.
Now, let’s say you were a restaurant owner, and you had these 2 options for your accounting professional:
-
‘We do everything for everyone and we are really cheap’
-
‘We specialize in restaurants, have experience in the industry and have successfully and consistently saved restaurant businesses thousands in tax.’
Who are you going to choose to work with?
Being the expert makes you valuable, it makes you sought after, and it means people will be willing to pay a higher price to work with you (because they will recognize your authority and expertise).
In today’s episode you will learn:
✅ 3 steps to positioning yourself as the expert
✅ 3 opportunities for speaking
✅ 3 types of content that will help position you as the expert
When you position yourself as the expert you will win more of the right type of client that is well suited to your business, appreciates the work you do, values you as their accounting professional and is willing to pay a high fee to work with you.
Getting the right price is so infuriatingly difficult.
And the bad news is… your current prices are most likely WRONG!
People always ask me “So, how do I know when my prices are right?”
There is a really simple answer to this – you can’t.
(Well, that’s a really short podcast episode…)Look, you are never going to know if your price is correct because every client is willing to pay a different price. We aren’t mind readers – we don’t know what their maximum budget is (and it’s not like we can just ask them).But the thing is, the fact your prices are never ‘correct’ can actually be a good thing.
And there are plenty of techniques that you can use to make sure are getting as close as possible to that maximum price.
In today’s episode you will learn:
✅ The 7 essential factors to consider when coming up with your price
✅ Why there is no such thing as a market price
✅ How to alter the perception of value so clients are willing to spend more
✅ 5 top strategies for getting the highest price possible
You will never know what the right price is because the right price simply does not exist. People value things differently and supply and demand are constantly changing – so your prices need to constantly change as well.
Listen now!
2022 was the year that was billed to be an economic boom for the UK which was allegedly going to be comparable to the post WW2 boom. The post COVID boom has come but things are not turning out as expected though.
- Brexit
- Post COVID employment and labour shortages
- Post COVID supply chain issues
- Inflatio
- The war in Ukraine
- Political and societal uncertainty
.... are all contributing to significant uncertainty in all aspects of business and life.
Why is this important?
Accountants are critical in creating certainty in uncertain times but that is difficult when there is uncertainty in our own businesses.
Accountants were the front line heroes that kept businesses and their owners on track when the pandemic landed. It's different now but we are needed more than ever before.
Never before have we been as busy. Never before have we been in as much demand. There are more clients and there is more work but never before has it been as difficult to secure the people and the resources to get the work done.
We need to get really clear on what we are doing? What is important to us? How we are going to get a better result?
The latest episode of the Value Pricing Podcast is now available: Facing into challenging economic headwinds with Des O’Neill
In today’s episode you will learn:
⓵ Changing our Strategy and Business Model to reflect the realities of business and the world we are operating in, in 2022.
⓶ Adopting a different approach to people and accessing resources Post-COVID.
⓷ Regaining clarity on who the clients are that we are meant to serve and identifying the ones we may need to let go of
⓸ Refocusing on our pricing and product and adopting new tactics that will get a better result for the firm, the team and the clients
⓹ Creating a predictable pipeline of the new clients that we want and need that fit in with our new strategy and business model
⓺ Relieving the short-term pressures on you, the firm owner, and your team.
Join Des and I as we discuss the current trends in the industry and the 6 steps accounting firms need to take now to stay successful in these ever-changing times.
And check out the CPD Store here: https://www.cpdstore.co.uk/pages/cpd-club-200
I hear problems like this all the time…
“The client hasn’t done what they promised!”
“The client has asked for me to do more work that I didn’t price for.”
“It’s taken me longer to do the work than I initially thought.”
“The client’s business has grown and there is more work now.”
These are all examples of scope creep.
Scope creep is a huge problem for a lot of accountants and bookkeepers – so many are losing money because they don’t know how to price for these scenarios and end up just taking a hit rather than asking the client to pay up.
The main reason these problems arise is because there was not enough clarity in the original agreement.
When you sign up a new client for one of your services, you need to manage their expectations.
If the client understands exactly what they get with your service (and what they don’t get), what’s expected of them, and how the price might be altered if their circumstances change, it will prevent any fee disputes and stop you from losing out due to scope creep.
You can manage your client’s expectations through a Fixed Price Agreement.
This is a document that lays out the details of your service and how the fixed price is determined.
Should the client’s circumstances change, they request some additional work, or they fail to deliver on a promise, you can simply refer them back to the Fixed Price Agreement to explain the resulting adjustment in price.
The client has total clarity – and you will never make a loss from scope creep again.
The latest episode of the Value Pricing Podcast is now available: How to Set Out Your Fixed Price Agreement
In today’s episode you will learn:
✅ How scope creep can be the biggest financial drain on your business
✅ How to manage your clients expectations to avoid scope creep
✅ The 9 essential elements to add to your Fixed Price Agreement
✅ What to do if something changes, or the clients doesn’t do what you expected
Listen now!
In life, ‘you get what you pay for’.
Everyone knows this.
Whether you are paying your cleaner, having your boiler replaced, or going on a vacation – everyone understands as a general rule the more valuable option comes with a high price.
So, when you charge a really low price for your accounting and bookkeeping services, what do you think people are people going to assume about the quality of your work?
Your price represents your value.
A low price means low value – at least, that’s the perception.
The thing is – accounting and bookkeeping work is hugely valuable.
Accounting professionals can be the difference between a business failing or succeeding. It can be the difference between a business owner being able to pay their staff or put food on the table for their kids.
Your impact is immense – and immensely valuable.
So, it’s only right you charge a high price for that service.
When you charge a low price, it means you have to work crazy long hours just to make ends meet. That can leave you burnt out, but even worse…
You are doing your clients a disservice when you charge low prices.
You’ll miss out on extra opportunities, you’ll miss small details in the work, or you’ll rush to get the job finished. Not because you are bad at your job – far from it! But when you are stretched so thin, something will inevitably slip.
When you charge the high prices you deserve, you can dedicate time to each client and deliver them a service that is hugely valuable. Your clients will be happy to pay that high price because they understand ‘you get what you pay for’.
The latest episode of the Value Pricing Podcast is now available: How to Be Comfortable with Charging High Prices
In this episode you will learn:
✅ How a bookkeeper got C$128,800 for one client after just one month of value pricing
✅ The reasons why the accounting profession is underpricing (and how to avoid making the same mistakes)
✅ Why charging a low price is unethical
✅ Powerful strategies for charging higher prices without resistance
Listen now!
Netflix really got it right when they opted for a subscription-based business.
The great thing about subscription is you get a monthly recurring revenue, so you can spend your time delivering extra value to your customers knowing that the payment side of things is already taken care of.
It’s how I price my Academies so that I can continue to deliver more and more value to the members without having to review the prices all the time, or have a difficult pricing conversation for each service.
The world is moving from products and services to subscriptions, favoring access and transformations over ownership and deliverables.
There are so many advantages of a subscription model to you. Not least, predictable revenue and a higher value firm at exit.
For the customer, it provides peace of mind, convenience, recurring value, and a frictionless experience.
In this episode I’ll be talking with Ron Baker, founder of VeraSage Institute, and author of Time’s Up!: The Subscription Business Model for Professional Firms, for a thought-provoking session on why and how the subscription business model will be the firm of the future.
The latest episode of the Value Pricing Podcast is now available: How to Move Your Accounting Firm to Subscription with Ron Baker
In today’s episode you will learn:
✅ The advantages of a subscription model to your firm, including how you can get a competitive advantage through collective knowledge of your customers
✅ Plussing your offering — only uncommon services command premium pricing
✅ The Revenue Question: What are you asking your customers to pay for?
✅ Your value is greater than the sum of scope of services
✅ The three strategies to pivot to the subscription business model
Listen now!
You can find Ron's new book 'Times Up! The Subscription Business Model for Professional Firms' here: https://www.thesoulofenterprise.com/timesup
Have you ever been sat in the back of a taxicab watching the meter in the front slowly tick up and up?
Do you ever wonder if the driver chose the ‘scenic route’ to get more money out of you?
And every time you stop at a red light or get caught up in a bit of traffic, you watch that meter tick higher and higher and your ride gets more expensive with every minute.
You’re on edge the whole ride fretting over what the final cost will be.
It’s an awful feeling.
That’s exactly what your hourly rate does to your clients.
When you can’t give a definite price, your clients can’t plan or budget, they have no idea what the price is going to be, and they think more about the time you are spending on the job than the quality of the work you are doing.
It’s an awful way to price – not only do your clients hate it, it also brings you a really low profit.
When you move to fixed pricing, you can give your clients those things they need – certainty, assurance to plan and budget, and a stress-free service.
That’s valuable.
And you will win more clients when you communicate just how valuable and FAIR this pricing structure is.
The latest episode of the Value Pricing Podcast is now available: How a Fixed Price Approach Can Win You More Clients
In today’s episode you will learn:
✅ Why hourly rates are bad for your business
✅ 4 ways in which your clients benefit from your fixed pricing approach
✅ 3 steps to using your fixed price approach to win new clients
✅ 2 practical examples you can use to communicate your new pricing structure
Listen Now
If you get an email in your inbox tomorrow inviting you to spend $200 on a webinar from John Smith on business success strategies, are you going to sign up?
I’m guessing not.
Now if that same email came from Sir Richard Branson, how about it?
John Smith might have better content, he might be a better presenter, he might give you more value but… you’ve never heard of him! You’ve got no idea whether it’s worth spending your money on him.
But Sir Richard Branson is famous – he is well known and considered an expert with experience. He has a reputation, and you KNOW him, you LIKE him, and you TRUST him to deliver valuable information.
SO, how can you build a reputation like Sir Richard Branson?
By putting out content.
When you consistently deliver quality content, potential clients will start to recognize your expertise and authority.
And people want to work with the best!
Would you rather work with Sir Richard Branson on business success, or John Smith?
(I know who I’d pick…)
Your clients want to know they are working with the best accounting professional. Someone who can meet their needs and go above and beyond the regular accountant and bookkeeper.
You need to show them that person is you.
Of course, creating content can seem like a daunting job, and maybe you think you don’t have the time for it.
I felt the same way a few years back when I started with content marketing, and now I post a variety of content every week including videos, emails, blogs, podcasts, social media posts and live training.
You can do it too.
In this episode you will learn:
✅ What content marketing is and why you must embrace it if you want to win the best clients,
✅ The top 3 forms of content you need to use
✅ How to create content fast so you build your brand and positioning
✅ The 5 golden rules of content marketing
Listen now.
‘That all sounds great! So, what’s it going to cost?’
PANIC!
Whenever I heard this question, I used to go into panic mode – I’d freeze up, I’d stumble out something like ‘oh, well, let me take a look at some things and I’ll get back to you…’ – cringe!
Then I’d send a proposal in the mail (with a price WAY TOO LOW).
The pricing conversation used to be something I absolutely HATED. I had no idea what to price, I felt like the client was always going to think I was too expensive and complain, and I felt like I really needed to convert loads of clients to grow my business.
So, I underpriced for way too long. I won over 200 clients in just 4 years - and almost went bankrupt because of it.
It wasn’t until I discovered value pricing that I saw the error of my ways.
I can’t even describe the relief – and the amazement – the first time someone accepted a price 3 times what I originally charged without batting an eye!
With value pricing, I could break the pricing process down into 3 steps and charge a premium price with absolute confidence the client was going to be happy to pay. The client could see the value, and CHOSE to pay a high price for it.
It changed my life. So, I’m sharing the process with you.
In this episode you will learn:
✅ The 3 stages of the value conversation
✅ The 3 types of questions to ask to uncover what your client values
✅ How to get your client to value your service
✅ The 2-meeting approach to pricing
✅ How to get the highest possible price from your client
When you can structure your value conversation and confidently charge high prices, you will never have to struggle or feel uncomfortable talking about the price again.
Do you have a clear pricing strategy?
If the answer is yes, AWESOME, you can skip this episode – you are clearly high above the majority of accounting professionals.
If the answer is no… do you ever find yourself working ridiculously hard and not making enough money to show for it? Or do you very often hear your clients say ‘that’s too expensive’. Coincidence?
In fact, let me revise that question…
Forget a ‘clear’ strategy, do you have a pricing strategy at all?
Or is it all basically guesswork, plucking a random number from the air and saying ‘ah yes, this will be my hourly rate’.
The thing is, having worked with the accounting profession for over 2 decades there is something I know for absolute certain:
“Accountants and Bookkeepers are too cheap.”
Most of the accounting professionals I talk to are overworking and underpricing.
They don’t have a pricing strategy at all because - let’s face it – no one ever actually taught us how to price!
Sure, we are the ‘numbers’ people, but that doesn’t mean we inherently know how to price!
But PRICE is the fastest way to change PROFITS – so having a great pricing strategy is ESSENTIAL.
So, that’s what I’m teaching you today.
In today’s episode you will learn:
✅ Why having no pricing strategy nearly brought me to bankruptcy
✅ 3 different pricing strategies you could use
✅ Why a clear marketing strategy will lead to a clear pricing strategy
✅ How to fill your business will high paying clients that are great to work with
Having a pricing strategy will give you more control and confidence over your prices. It will remove the stress of the pricing conversation, and you will never have to worry about making a loss on unexpected projects or scope creep.
Value is a slippery fish.
It’s hard to get hold of. It’s hard to grasp.
That is… until you can put a number to it.
Once you can put a number to value, it suddenly becomes clearer.
When you can quantify value for the client, they will appreciate what you do much more, and be far more willing to pay you the high price that you deserve.
The thing is, everyone values things differently. Value is subjective – (that’s why it’s so difficult to put a number to it).
So, how are we supposed to come up with a number that represents value to each individual client.
The simple answer… just ask them!
If you use the right questions (and then use the right techniques to explain the price), not only will you be getting pretty close to the client’s MAXIMUM willingness to buy, they will also be super happy to pay you that price.
In this episode you will learn:
✅ The contrast principle – and why it’s the most important communication technique
✅ What can you quantify?
✅ How to quantify the unmeasurable
✅ Why numbers are only part of the value story
✅ Taking it to another level with extrapolation
If you can put a number on value, you can easily come up with a value-based price, and your clients will be desperate to buy from you.
You may have heard me say there is no magic formula for value pricing.
That’s true. There isn’t.
Value pricing is without a doubt the best way to price your services – but it takes time to implement, especially when you’re stuck up on using hourly rates.
But, we CAN break it down into baby steps.
And the first step towards value pricing is to give a fixed price up front.
Now for that… there IS a magic formula.
It’s called Regression Analysis.
It’s a way of using your current time-based pricing model to generate a fixed price upfront that will ensure you a profit every time.
All you need is a spreadsheet.
Ready to get started?
The latest episode of the Value Pricing Podcast is now available: Calculating a Pricing Formula Using Regression Analysis
In today’s episode you will learn:
✅ Why value pricing is hard (but the best pricing method out there)
✅ How to systematically calculate a profitable fixed price every time
✅ How to systematically adjust your prices to cover scope
✅ How to make the first step towards value pricing
Once you can confidently generate a fixed price up front, value pricing becomes FAR easier. Fixed pricing is not value pricing, but it’s the first step on the journey towards it.
First impressions matter!
For business owners, finding a great accounting professional is hard.
There’s so much choice, and it can be difficult to tell who is going to be good and who is going to be awful.
So, set your standards high right from the outset.
A bad first impression will scare your clients off in seconds.
You need to make sure every first experience within your business is smooth, easy and delivers lots of value. That sets the tone for what it might be like to work with you (and you’ll easily convert more clients).
Then when you do sign that client up – don’t stop there!
Continue showing them how great it’s going to be working together by making sure all your onboarding processes are quick, consistent and streamlined.
Your clients are going to love you for that.
And clients that love you will rave about you to everyone they know.
That’s the best marketing anyone could ask for.
The latest episode of the Value Pricing Podcast is now available: Your System for Onboarding New Clients
In today’s episode you will learn:
✅ The 7 key elements of a great onboarding system
✅ 9 essential things to include in your onboarding emails
✅ How to streamline your onboarding process with software
✅ Top tips on onboarding from the guys behind JetPack Workflow and Practice Ignition
Make your clients love you right from the outset of your relationship and you’ll never have to worry about them leaving you, complaining about price, or causing you trouble. They are also sure to refer you to other great clients.
Ever been to McDonald’s? Ever bought a ‘Happy Meal’ for your kids?
It’s the perfect package meal – they get some chicken nuggets, chips, maybe some carrot sticks, a juice drink and a small toy, all wrapped up in a cute box with puzzles.
It’s totally perfect for the little ones!
Now, if McDonald’s marketed the ‘Happy Meal’ to adults, would you buy that happy meal for yourself?
I’m guessing not…
You probably aren’t bothered about the toy or the box with puzzles, and you might want a larger portion, or a burger instead of chicken nuggets.
This package does not appeal to you.
Can you see where I’m going with this?
When you create package offerings for your clients, you can’t just throw random stuff together and hope someone wants that assorted collection of services.
You need to think about what your ideal client wants and then create a package that is perfect for them.
When you offer a package that is designed specifically to meet their needs and serve them the best possible solution, they will pay you a high price for that.
The latest episode of the Value Pricing Podcast is now available: How to Create Effective Packages That Sell
In today’s episode you will learn:
✅ The 3 biggest mistakes accountants and bookkeepers make when creating their packages
✅ The 2 critical questions you must ask before creating your service offering
✅ What to put in your packages to make them more appealing
✅ Why taking things out of your package is more powerful that putting stuff in them
When you create your package with the client in mind you will end up creating the perfect solution for them – that’s valuable, and that’s what will get you a high price.
Value pricing is the superior way of pricing your services, hands down. But…
“How do I come up with a value-based price when I don’t know what my client values?”
The thing about value is – it’s subjective.
You can’t see it, feel it, or measure it… and everyone values things differently.
“So, how do I work out what each client values?”
You need a system.
When you turn up to a client meeting armed with your system for uncovering value, you can sit back whilst they tell you all of the things they need and want (and will pay a high price for).
You then build those things into your package and give the client EXACTLY what they want.
And because you’ve built a package that is so amazing perfect for them, you can charge a high price.
They will CHOOSE to pay you that high price because you can offer them IMMENSE VALUE.
So, how do you go about uncovering the value in the first place…
We will cover that in today’s episode.
The latest episode of the Value Pricing Podcast is now available: How to Find Out What Your Clients Value
In today’s episode you will learn:
✅ 4 strategies for systematically uncovering what your clients value
✅ The Value Equation
✅ How to change your client’s perception of value
✅ A BONUS technique for getting the maximum price (and the most value for the client)
When you understand what your client values, you can ensure your solution is PERFECT for them. They will happily pay a higher price when they know they are getting EXACTLY what they want.
You may think that by narrowing your area of expertise you will drive away a lot of clients.
Well actually – that’s true.
But you will be driving away the clients that you don’t want to work with. The PITA clients, the one’s that will moan about your prices, the ones that work in industries that you don’t really enjoy working with.
When you niche, you drive away the people that don’t fit your business. BUT…
You draw in all the right clients.
When you niche, you are actively attracting the kinds of clients that are PERFECT for your business.
People will FLOCK from near and far to work with the expert because that’s what they value. People value working with the top authority in the field because they know that you can deliver them the top results.
And when you specialize, you WILL be able to deliver that value and those great results for you clients, because you will be laser focused on that exact area.
A specialist is far more valuable to the right client, and they will pay much higher prices to work with you.
That’s why the specialist ALWAYS makes more money than a generalist.
In today’s episode you will learn:
✅ 6 reasons why you should develop a niche
✅ The common objections to creating a niche (and how to overcome them)
✅ The 3 types of niche – the 3 ‘S’s of niche building
✅ 7 strategies for winning high-quality clients that are perfect for your business
When you niche, you will be able to deliver the top results to your clients. Niching helps you draw in clients that will value you and want to work with you desperately. They will appreciate the work you do, and they will spend more money to work specifically with you – the expert.
Do you ever find people tell you, “that’s expensive!” when you reveal your price?
One of the biggest reasons for this is they simply don’t understand the value you offer. The words “that’s expensive” are an automatic response people often give when they are shown a price.
It does not mean you are too expensive.
It means you have not communicated your value effectively enough.
In fact – most of the accountants and bookkeepers I know are FAR TOO CHEAP.
The thing is, you get what you pay for. If you have a low price, people will see your service as low value – even though it is a highly valuable service.
A lot of accounting professionals will keep their prices low to avoid hearing this phrase. We hate that rejection and that confrontation. We just want them to say ‘yes’ and buy from us straight away.
But you deserve to charge a high price, and with the right communication, you can be sure that people will buy from you with that high price point.
In today’s episode you will learn:
✅ 5 strategies to effectively communicate the value of what you do
✅ How to get people to buy from you
✅ How to avoid price objections
✅ How to have a confident price conversation
Low prices attract the wrong sorts of clients – the kinds of clients that will complain about your price and not appreciate the value of your work. Lowering the price to win clients is only going to win you clients that will be a pain in the ass from the get go.
Increasing the prices of your existing customers is the quickest way to increase your profits.
And it’s easier than spending money, time and effort bringing in completely new clients that you then have to onboard, spend time getting to know their business and doing all that initial work.
Your current clients already know you, like you and trust you. It’s far easier to sell to them.
So, how do I re-price existing clients?
This is one of the most common questions I get asked. And the related question is “How do you move people on to value pricing?"
We know from research that clients hate the old-fashioned, redundant way of pricing based on time because they don't know what the cost will be until the job's finished.
Customers actually welcome the certainty of an upfront price.
And value pricing means that our goals are aligned with the clients.
We both want the same outcome. We both want to deliver as much value as possible to make as big a difference to the life of the client as possible.
The more value, the higher the price. Both parties win.
So, how do you go about re-pricing our clients with value pricing?
Here’s what you will learn in today’s episode:
✅ Why you should be charging higher prices
✅ How to reframe your price so clients can’t compare to last year
✅ How often you should be changing the price
✅ Success stories from 2 star students
So, you’ve moved away from hourly rates and you’ve given a fixed price up front – great!
But then your workload unexpectedly increases because:
📈 Your client’s business grows
🤦♂️You were missing information
🙏 The clients asks for a little extra job
🤷♀️ Something unpredictable happens
When these things happen, it’s called scope creep (the scope of the work is increasing). And as you already gave your price up front – you make a loss.
Now don’t rush to change back to hourly rates – that’s not the solution to this problem.
The solution is to build the scope into the price so that you are covered for every eventuality.
I’m teaching you how to do exactly that in today’s podcast.
The latest episode of the Value Pricing Podcast is now available: How to Build Scope into the Price So You Never Make a Loss
Here’s what you will learn in today’s episode:
✅ The BIG MYTH – why fixed pricing is not value pricing
✅ The system for building scope into your price
✅ 3 working examples
✅ Why clients will appreciate you adding scope to the price
Scope creep happens. It’s unavoidable. But once you can recognize the signs of scope creep, you can prepare for it and adjust your prices accordingly (in a way that the client will find totally reasonable).
Clean-up work is a bit of a pain in the ass to price.
I once had someone bring all their receipts to me in a McDonald’s Big Mac box (and there was sauce and bits of lettuce over everything - yikes). I had no idea what problems were lurking in there.
There are so many uncertainties and unexpected problems that you don’t figure out until you are halfway through the job. A client might say they are up to speed, but when you dig around in their books you find out it’s actually a hot mess.
That’s why so many accountants and bookkeepers use hourly billing – it’s easy, and if unexpected problems arise, you are covered.
But just because it’s easy, doesn’t mean it’s the best way to price. In fact, if you are using hourly rates, you are most certainly making a loss on your clean-up projects.
It’s also kind of immoral. Sure, you price by the hour and you are covered, but it’s the client that has to cough up and pay the extra when those problems happen.
And when you present them with that surprise bill – ‘that’s too expensive!’
So how can you possibly give a price up front without the risk of making a loss on the job?
We use the Diagnostic Review process. Then we value price.
Here's what you will learn in today's episode:
✅ What is clean-up work and why is it so hard to price
✅ How to communicate the value of clean-up work
✅ How to calculate an upfront price that will guarantee you a profit
✅ How to factor in scope creep and unexpected problems
✅ The Diagnostic Review Process
Billing a client based on how long a job takes is easy – it’s the way we’ve traditionally priced in the profession…
…that doesn’t make it right.
Hourly billing is a terrible way to price for several reasons:
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Your clients hate the surprise bills
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It’s not an effective way of pricing (so you make less money)
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You and the client have conflicting interests (it’s actually kind of immoral)
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Because you are earning less, you can’t give the client a truly valuable service
We must stop hourly billing and instead give the client a price up front.
But what should the price be? How do we know it’s the right price? How do we make sure we don’t end up making a loss on the project?
When you give a fixed price upfront, you are taking the risk away from the client (which they love) and taking on that risk yourself.
So, you need to make sure you’ve calculated a price that covers your costs, deals with scope creep and unforeseen events, and most importantly: guarantees you a profit.
Here’s what you will learn in today’s episode:
✅ Several wrong ways to price (and the ONE RIGHT WAY)
✅ Cost plus pricing vs value pricing
✅ A 3 step process for creating the optimum price
✅ How to work with the client to increase the price
✅ What to do if your price is too high
Accounting and bookkeeping is valuable work and deserves a high price. When you price low you inevitably end up rushing work and cutting corners. When you charge the RIGHT price, you can deliver a more valuable service and spend more quality time with each client – and your clients will happily pay for that service.
Are there services that you do completely free of charge for your clients?
Do you charge for Mortgage Reference Letters? Do you charge for Dormant Company Accounts? Do you charge for setting a client up on a Cloud Accounting System or other apps?
Then, my questions is - why are you doing them for free?
If the service is valuable to the client, you should charge for it.
Now, I understand that these tasks are often very quick and simple for you to do, and you may feel a little bit guilty getting the client to pay for every tiny little job. But there’s a reason it’s easy for you - you’ve spent years of your life studying how to do these tasks.
And whilst it might only take you an hour to set a client up on a cloud accounting system, how many clients do you do that for?
How many hours a year are you spending working for free?
If you have an hourly rate, you can work out exactly how much money you could be making for that time.
One of my students never used to charge for QBO Setup because she felt it was only a small task.
We worked together to change her pricing strategy and she ended up making an extra $10,000 over 2 months from just 5 clients.
That’s the kind of money you’re missing out on.
In today’s episode, you will learn…
✅ How to recognise scope creep
✅ How to price small or one-off projects
✅ How to take your pricing to the next level with Menu Pricing
✅ A script for having the scope creep conversation with clients
✅ The right way to do work for free
Charging your clients for these services won’t upset them, or ruin your relationship if you phrase it in the right way. You are throwing money away by allowing this scope creep to take over. Don’t miss out on profit anymore.
Value Pricing is based on providing the client with the highest possible value, and then charging based on that value.
The problem is, everyone values things differently.
Value is subjective. It’s to do with individual perception. So how do you find out exactly what people value?
It’s simple - ask them.
When you first meet with a client, you should have the ‘value conversation’ with them. In this meeting you spend your time really uncovering exactly what the client values.
A critical part of the value conversation is knowing the right questions to ask - questions that will help you to uncover the client’s real issues.
When you know their real issues, you can prescribe them the perfect solution and really deliver on value.
Here’s what you will learn in today’s episode:
✅ The 5-Step Pricing Process
✅ The Fact Find: What is it and why it's important
✅ The 4 Stages of the Questioning Process: What you need to find out and how to find it
✅ BONUS: 5 Top Tips for your Fact Find
When you can uncover what it is a client values, you can make sure to include those things in their package. Then you can charge a high price, because you know they are getting a lot of value. This is value pricing.
Here’s Why Your Customers Aren’t Buying More From You
First of all, you have to actually offer the client more things to buy.
This sounds obvious, but you’d be amazed at how many firms don’t actually do this.
If you have additional services, extras or bonuses that you can add-on to enhance the client’s solution, you should make the client aware of them, and make them readily available at every possible opportunity.
When a client buys your solution, they enter ‘The Buying Mode’. Whilst in ‘The Buying Mode’ they are much more likely to spend money - this is the perfect time to introduce your up-sells.
A lot of accounting professionals may feel a little uncomfortable being so ‘salesy’. But, it’s actually in the client’s best interest to offer up-sells.
And there is no downside!
The client has already decided to buy from you. The worst that could happen is they say no to your up-sell and continue to buy your main solution.
But if you don’t offer these things, they can’t choose to buy them.
Here’s what you will learn in today’s episode:
✅ The difference between the up-sell and the cross-sell
✅ Why up-selling is low risk, and high profit
✅ How to do the up-sell efficiently
✅ What up-sells you should be offering
✅ Why you shouldn’t be uncomfortable with the up-sell process
Having up-sells is a really simple and easy way of increasing your price. Learn how to master the up-sell process and you will really start to maximise your profits.
If You Only Ever Give One Price, That Price Is Wrong - Guaranteed
Everyone is different.
We want different things, we value things differently, and we will spend different amounts of money to get those things.
If you only ever offer one single price, or one single hourly rate, to all of your clients, it is impossible for that price to be right for every single one.
If the price is too high for them, you’ll lose that customer because they won’t want to pay.
If the price is too low, they will accept, but you will have left money on the table. This client may have paid you more money, but you didn’t give them a chance to!
But…
If you give your client options to choose from, they can choose the package that they consider to have the most value. They are also very likely to willingly choose to spend more money, and be happy about it.
I’ve taught Menu Pricing for over 20 years and my students have managed to use it to increase their prices by an average of 20% across their entire client base.
This is the power of Menu Pricing.
If you don’t believe me, ask Apple, Starbucks, Costa Coffee - these hugely profitable businesses all use Menu Pricing and it sure works for them.
It’s also the perfect first step to value pricing, which (in case you didn’t know) is THE best pricing method to increase your profits whilst keeping clients happy.
Today’s episode is an introduction to Menu Pricing. Here’s what you’ll learn:
✅ What Is Menu Pricing?
✅ Why Does It Work?
✅ The Best Menu Pricing Practises
✅ The First 5-Steps of the 7-Step Implementation Process
Menu Pricing is always the first step I recommend to any of my students who want to increase their prices fast. Learn it now and start raising your prices straight away!
You Can’t Compete With Competitors On The Price (and you don’t have to)!
There are always going to be firms down the road that are constantly under-cutting you with their insanely cheap prices and stealing your clients.
But you shouldn’t be worried about these firms - in fact you should pity them.
If their prices are so cheap, how are they ever going to make any profit?
And if your clients are going to them because they are cheaper, why would you want those clients anyway?
You need clients that appreciate the value of your service, not clients looking for a cheap price.
That’s why you should never lower your price to compete with these low ballers. Instead you should focus on increasing your value.
When your service is the most valuable to the client, those other businesses won’t stand a chance. The high quality clients that you want will actually be chasing you.
In today’s episode we will be looking at 6 things:
✅ Why you should never compete on price
✅ Guarantee a profit every time with the perfect pricing strategy
✅ Discover what clients value most using the fact find process
✅ How to add value and communicate that value to the client
✅ Make clients desperate to work with you by becoming the expert in a niche area
✅ Compete on quality, not price, with the Optimal Pricing concept
Discover how you can beat your competitors and earn significantly more money, with fewer clients.
The Accounting Profession Has ALWAYS Underpriced Their Services
When your prices are too low, it can have a big effect on your business and your own life…
Most accountants and bookkeepers I know are overworking, chasing clients for payments, losing out on time with their families, getting stressed and exhausted - and all for a measly little profit!
It’s time to make a change.
It’s time to raise your prices.
Now, I know you must be worried that if you raise your prices all of a sudden your existing clients won’t want to work with you anymore. Or perhaps you think any potential new clients will think you’re too expensive.
That’s not what they are going to think at all.
They are going to LOVE paying you more money. They are going to LOVE buying more things from you. And they are going to LOVE paying you before the work starts.
I’m not making this up. I mentor over 500 accounting professionals and they have all made these changes to their businesses and watched their profits soar.
You should try it too.
In today’s episode, we cover all of the subjects below:
✅ How to increase prices without losing clients
✅ How to get existing clients to buy more from you
✅ How to get paid BEFORE you start the work
Once you have the answers to these common problems, you will be able to confidently raise your prices, earn much higher fees and increase your profits to the level you deserve.