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Mark Wickersham (UK)
Chartered Accountant, and #1 best-selling author of “Effective Pricing for Accountants”: As an industry we don’t want to make
mistakes. Yet time and time again I see two
massive mistakes that accountants and bookkeepers keep making. And it has a
real impact on their businesses. So what are those mistakes and how can
they be avoided? Mistake 1 – Using fixed prices on a
website Don’t do this. Seriously. Don’t.
Fixed pricing is not value pricing. You
cannot value price until you have found out what actually constitutes value for that particular person. The only way to
do that is to have a conversation – either face-to-face or online. Understand the potential client’s
circumstances, what they value, what they want, what they need and what their pain points are. You need to understand all that before
you even begin to price. As well as implying you don’t
understand the client’s needs (beyond price) fixed prices on a website are usually far too low. It’s no surprise really. We are used to
using the internet for price comparison. Low prices on a website
therefore attract price-focused shoppers – the wrong clients. And most importantly they put off the
right ones. Those great clients we all want look at
that price and question it. “That’s so cheap? They can’t do that. The quality must be poor,” they cry. That was the ambitious business owner
looking for a great accountant. Only now they’ve gone elsewhere. Price and quality are linked. That’s
why some of the most profitable companies on the planet are also the most expensive. Take Apple for example. High quality,
high price and high market share. Similarly, Starbucks. Does the price
tag of their mochas put people off? Of course not – there are Starbucks everywhere. Very often when you increase price and
quality you actually win more business. It might sound counterintuitive but it’s true So don’t put your prices on your
website. Ever. In case you missed this:
(Also from Mark)
Better pricing = higher profits
If you have a service business, you can
earn much more from this series. Also, Mark runs a programme called
Price Consulting, and he teaches
accountants/bookkeepers how to help their customers with their pricing. Thank you for the positive response to
posts on this topic and the action taken. Please tell your friends!
Those links again:
How to build a successful bookkeeping
business (book) How to build a successful bookkeeping
business (video training programme) The Value Pricing System
The Power of Price Psychology
Monthly Mentoring
Grab them NOW and claim the true income
that you earn!
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