Episode 168

Value Pricing Strategies for Accounting Professionals

Published on: 19th August, 2021

Mark Wickersham is a Chartered Accountant and a widely published author on practice issues. His first book, Effective Pricing for Accountants, was a number 1 Amazon bestseller. He sold his own accountancy practice in 2006 and now helps accountants and bookkeepers become  more profitable through better systems, better leadership, better pricing strategies, better marketing and being highly proactive (especially in the area of advanced tax planning). Mark is also the Group Chief Executive of AVN, an association of approximately 300 accountants. Selected shownotes:

  • How Covid has changed price conversation for accountants and bookkeepers
  • Reasons some professionals discount their prices in tough times
  • Why some accounting firms actually do better in times of recession
  • How virtual, remote and online communication has affected price conversations
  • Why price is always the first thing prospects look at in a proposal or quote
  • Advice for accountants and bookkeepers can communicate better remotely
  • The importance of keeping people engaged during video conversations
  • Two crucial ways to communicate better on zoom and other non-F2F platforms
  • How accountants can increase opportunities by actually reducing their number of clients
  • Why most accounting firms are too cheap, and thus not as profitable as they could be
  • What might happen if an accountant lost or fired 20% of their clients
  • Why increasing prices in accounting and bookkeeping services doesn't always need to be justified
  • The problems accounting professionals have in communicating the value they create
  • The big mistake accounting firms make with their website when it comes to pricing
  • Two top tips to help accountants and bookkeepers have easier value pricing conversations.

Mark has a passion for teaching and coaching accountants and bookkeepers to be more confident and effective. He runs several live sessions monthly via https://www.wickersham.co.uk. When not working, Mark enjoys cycling and playing guitar from his base in Portugal.

Connect to Mark on LinkedInJoin Mark's Facebook Group

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About the Podcast

Accounting Voices Podcast
Accounting Voices helps people in the accounting world stay relevant visible and vocal. Host Rob Brown interprets trends reshaping the profession and gives listeners insight to build authority influence and a stronger voice in firms and markets.
Accounting Voices, hosted by Rob Brown, helps decision makers and leaders in accounting and finance stay relevant, visible and vocal in a profession being reshaped by technology, private equity, regulation and shifting client expectations. Each episode interprets the trends disrupting accounting and finance such as AI, automation, M&A, talent and the move to advisory and translates them into practical insight that strengthens authority and influence.
Accounting Voices is also a platform for the wider ecosystem of networks, associations, educators, consultants, software vendors and technology experts who serve accountants and finance professionals worldwide. It extends into regular Accounting Voices networking sessions that connect this audience and amplify ideas that move the profession forward. With its international reach and long shelf life the show delivers credibility and commercial value for listeners and sponsors alike. Search for "Accounting Voices" on YouTube for all episodes and connect with Rob Brown on LinkedIn to find out more: https://www.linkedin.com/in/therobbrown

About your host

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Rob Brown

ob Brown is the creator and host of the Accounting Voices Network, a media platform that includes the flagship solo podcast Accounting Voices and the panel shows Accounting M&A and Accounting Tech. He chairs conferences, panels and virtual events worldwide and is recognised as a leading advocate for the accounting profession.

He is an accomplished speaker and authority on trust, reputation, employer brand, talent, succession, executive presence and the forces shaping the future of accounting. Rob is the author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk The Personal Brand of You has been viewed more than 400,000 times.

A former co-founder of the Accounting Influencers Roundtable, Rob now focuses on amplifying the voices of leaders, firms, networks, vendors and influencers across the global accounting ecosystem.

Outside of work he is a stroke survivor, lives with epilepsy, holds a black belt in kickboxing and is based in Nottingham, UK. He plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.