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Many CPAs struggle with pricing. Some have moved to flat rate or subscription pricing, and some still bill by the hour. For CPAs who are used to getting compensated for time and effort, it can be difficult to learn how to see value and to learn how to price accordingly.

But if they don't make the transition, they risk underpricing themselves in perpetuity and having to keep working long hours to make up for unearned revenue. 

To talk with me about this problem is my guest, Mark Stiving. 

Mark is a pricing educator and advisor, the host of the Impact Pricing podcast and the owner of Impact Pricing, where he teaches clients how to win, keep, and grow customers to drive higher revenue.

In Mark's most recent book, Selling Value, he shares his expertise to help companies win more business at higher prices. 

Highlights:

— “Salespeople need to know how people value products.” 

— “Our buyers buy products because they want to solve problems.”

— “The salesperson's job is to help the buyer understand the true amount of value they're going to get from the product.”

— “Buyers who don't believe that you understand their problems won't listen to your solutions.”

— “If we truly believe that we're going to deliver more value, we should make sure they understand the value before we give them the price.”

 

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Connect with MARK:

Website: https://impactpricing.com/

LinkedIn: https://www.linkedin.com/in/stiving/

Email: [email protected]

Episode mentions:

125 Value and Segmented Pricing for CPAs with Pricing Expert Mark Stiving, PhD

https://www.businessstrategyforcpas.com/125

153 A Formula for Quantifying Value with Mark Stiving, PhD

https://www.businessstrategyforcpas.com/153

172 Subscription Pricing Strategies with Mark Stiving, PhD

https://businessstrategyforcpas.com/172

Mark’s book:

Selling Value: How to Win More Deals at Higher Prices 

https://www.amazon.com/gp/product/B09Y8V7FWX/