Episode 19

What Works for Accountants on Handling Price Sensitivity

Episode 19. In today's news episode, we discuss "What Works for Accountants on Handling Price Sensitivity." With ever more discerning buyers and knowledgeable purchasing, what hope for accountancy professionals who feel their prospects and clients are always looking for the best deal/lowest price?

Key takeaways from this episode include:

➩ the fallacy for accountants of thinking that deals and engagements frequently come down to price

➩ the implication for accounting professionals of price being the main differentiator between them and their competition

➩ what accountants have completely failed to do if a potential client is making their decision to hire based solely on price

➩ why the pricing conversation is relevant not just for new business opportunities but for existing clients and cross-selling services

➩ the one thing few accounting firms will ever admit when they bring on a new client, and why it's false

➩ what 'demonstrating expertise and value to a business' really looks like for an accountant, and what it most definitely isn't

➩ what most new clients are actually investing in when they hire a new accountant or engage an accountancy practice to help them

➩ how the prospect of a better future and a better now drives new clients to seek value and results over price

➩ why pricing education for accountants is not about turning them into sales people, although selling and persuading remains vital for accounting professionals

➩ what accounting practitioners can practically do to eradicate pricing sensitivity from their sales conversations

➩ how accountants and CPAs can make their proposition more compelling to their prospects and existing clients

➩ the importance of caring and curiosity for accountants and CPAs who want to succeed in practice

➩ why accounting practitioners must see pricing sensitivity as a symptom and not a cause, and what that difference is

➩ the role of storytelling, proof and the ability to paint the picture of a better future are all vital for accountants who want to win more business

NOTE TO LISTENERS:

The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus 'from the client's perspective' episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week's episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical 'here's what works' tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services - the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don't buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

Martin and Rob love to hear from the show's 20,000 unique listeners in 144 countries around the world. If you like the show, leave a review wherever you listen, and please recommend the show to your friends and colleagues.

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About the Podcast

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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.

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About your host

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Rob Brown

Rob Brown is the founder and host of the Accounting Voices Podcast, the flagship solo show of the Accounting Voices Network. Each episode offers sharp analysis and commentary on the trends, ideas and people shaping the global accounting profession.

Through this Accounting Voices Podcast, Rob helps accounting firm leaders, decision makers and professionals stay relevant and make sense of disruption in areas like AI, automation, M&A, private equity and soft skills beyond the tech. His perspective blends clarity, insight and curiosity, making complex issues relevant and practical for professionals and decision makers across accounting and finance.

He also leads two monthly panel shows, Accounting M&A and Accounting AI, which bring together senior voices to explore consolidation, strategy and the impact of technology on firms and people.

Rob is the author of the bestselling book Build Your Reputation (Wiley) and a TEDx speaker whose talk The Personal Brand of You has more than 400,000 views. Over his career he has hosted and moderated more than 1,000 conversations with accounting and fintech leaders worldwide.

Based in Nottingham UK, Rob is a stroke survivor living with epilepsy, a black belt in kickboxing, a decent chess player and an average player of four musical instruments.