Josh Zweig is a the founder of LiveCA, an online accounting firm in Canada. His goal is to serve his customers from anywhere in the world with only a backpack.

Learning to Value Price

* What is the most important thing you can share about pricing?

* Pricing is a skill that gets better as you practice.

* How did you first get exposed to value pricing?

* He was seeking a better way to price and found a mentor to expose him to value pricing.

* What is the difference between billing and pricing?

* Pricing is proactive, something you do before you buy something.

* Billing is retroactive, something you do after the work has been performed.

* Who is one of your mentors in value pricing?

* Jason Blumer, Thriveal Network

* What isThriveal Network?

* Network for accountants who want to do things differently (not status quo)

* What were the first 2-3 things you learned atThriveal?

* Always offer options

* Present from the highest to lowest option

* Price outside of your comfort zone (be confident)

* Did you struggle with pricing with confidence?

* You build confidence through experience

* Honor the customer by presenting the highest option first

Implementing Value Pricing

* What is an online accountant?

* They are accessible online (anytime, anywhere)

* How have you implemented value pricing in your business?

* Have a structured process for onboarding a new customer: Lead call, technical call, pricing call

* Why is it impossible to value price without a structured process?

* The process has to focus on what the customer values

* Without a structured process you cannot get better at discovering value

* What metrics are you use to track your onboarding process?

* Outline of their business, technology and pricing

* Personality of the customer

* How have your metrics improved over time?

* Need to have an idea of costs (capacity) so you do not under price

* What is the next step after the pricing call?

* Send a written proposal for the option chosen

* What are some of your experiences with underpricing or overpricing?

* Challenge of doubling the price for an existing customer (discuss value with customer)

Innovation through Value Pricing

* What are some innovations you have created in your business?

* We help our customers create real-time metrics and have more valuable conversations

* We look for ways to add value that the customer does not know he needs

* How do you create options when pricing a customer?

* Our CPAs collaborate to reprice each customer each year

* How has value pricing impacted your firm financially?

* We have grown from 2 people to 10 people in one year

* We get referrals immediately after the discovery process

* What is a story where you created outstanding value for a customer?

* A customer (charity) said they should pay more to LiveCA

About Josh Zweig

* Started his career at PricewaterhouseCoopers

* LiveCA provides accounting services to Canadian busine...