Episode #29 

Pricing Psychology 101: The Value Menu (feat. Mark Wickersham) 

Recorded September 27, 2021 

Mark Wickersham | Most Sought After Profit Improvement Expert, Value Pricing Expert, Professional Speaker, and Author

2 Portugal’s non-habitual resident's rules (NHR) scheme allowed Mark to save on 10 years of taxation

4 the COVID mindset shift that we may (or may not) have gone through

6 from one accident to another, Mark’s accidental entry into the accounting profession

14 what were the things you swore you wouldn’t do when you started your own accounting firm?

16 tell us about your pivot from running an accounting firm to consulting accounting firms?

***shout out to Steve Pipe, Paul Dunn, and Ron Baker***

21 what were the biggest mistakes you made when you first started your accounting firm?

23 from pricing mistakes to hiring mistakes, to being obsessed with top-line over profit

25 when you compete on price you win poor quality clients

25 if you don’t give the price upfront then you can’t get paid upfront

29 before we go further with value pricing, how do you go about changing your firm to a fixed pricing model? if I change the price for my existing clients, will I lose them all?

30 the Pareto Principle and 20%

39 Value Pricing 2.0

40 the pricing journey and taking things one step at a time…

41 fixed pricing is all about having a process for assessing the scope

42 the things we do to add more value are often the easiest things to deliver

46 tell us about Effective Pricing

47 one of the most powerful principles of pricing psychology is anchoring

50 what’s the idea timeframe between an initial call and the pricing call?

52 What’s one piece of advice you would give to accountants today that are starting this pricing journey?

#accounting #mindset

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