Stop undervaluing your expertise. Start pricing with confidence.

Pricing is one of the biggest challenges for accounting professionals. Many firms stick to hourly billing because it’s the traditional way, but it often leads to overwork, client dissatisfaction, and limited profitability. Value pricing provides a better alternative, allowing you to price your services based on the value you deliver rather than the time spent. Mark Wickersham, chartered accountant and pricing expert, has spent over 20 years teaching accountants how to master value pricing. In this blog, he shares three simple steps to help you make the transition and unlock higher profits while serving your clients better. 

Pricing services correctly is a fundamental challenge many accountants face. Get it wrong, and you're either undervaluing your expertise or risking client dissatisfaction. Traditional hourly billing, often considered standard practice, frequently leads to confusion and frustration among clients, primarily due to unexpected or unclear costs. Mark Wickersham , a chartered accountant and renowned pricing expert, advocates strongly for value pricing, which is an approach focused on the value clients perceive in your services rather than just costs. What is Value Pricing? Value pricing involves setting your prices based on the value you deliver to clients, rather than simply calculating costs and adding a margin. Hourly billing inherently ignores customer expectations and often leads to "surprise bills." Value pricing, instead, begins with understanding client needs and expectations. Unlike traditional pricing methods that focus on costs and time spent, value pricing considers the outcome and the benefits your service provides. When clients see clear value in your offering, they are more willing to pay a price that reflects that value.