Pricing on Purpose: The Eight Steps to Implementing Value Pricing 2024
8.00 Credits
Member Price $299
Non-Member Price $399
Overview
Learn about selling intellectual capital with pricing based on outcomes and value added, rather than the cost or time it took to deliver. A business is defined by the value it creates for its clients; your price speaks volumes about your value proposition. An overwhelming majority of professional firms price their services by the flawed and outdated hourly billing method rather than realizing clients do not buy time; they buy value. Price is the marketing moment of truth and the number one driver of profitability in any business. Learn how to price on purpose.
Highlights
- First and second law of pricing and how they influence your pricing decisions
- How the anchoring and framing effects influence pricing
- What and how people buy
- Handling price objections
- Proper project management
- Facilitating a pricing after action review
- Importance of price psychology and emotions
- Why your firm should offer a value guarantee
- How hourly billing is a suboptimal pricing strategy
Prerequisites
None
Designed For
Owners, partners, managers or any executive responsible for pricing.
Objectives
- Identify how to have the value conversation with clients
- Determine how to price the customer, not the services
- Determine how to develop pricing and presenting options
- Identify fixed-price agreements, pricing objections, project management, change requests, change orders and pricing after action reviews
Preparation
None
Leader(s):
Leader Bios
Ronald Baker, CPA Crossings, LLC Two Commerce Square
Ronald J. Baker started his career in 1984 with KPMG’s Private Business Advisory Services in San Francisco. Today, he is the founder of VeraSage Institute, the leading think tank dedicated to improving the profession for posterity. Ron has been appointed to the American Institute of Certified Public Accountants Group of One Hundred, a group of leaders to address the future of the profession and named on Accounting Today’s 2001, 2002, 2003, 2004, 2005, 2006, 2007, 2011, and 2012 Top 100 Most Influential People in the profession. His book, The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, co-authored with Paul Dunn, was published in April 2003 by John Wiley & Sons, Inc., and was the 2003 Book of the Year on SmartPros.com and is in its sixth printing.
Non-Member Price $399
Member Price $299