The Accountant’s Guide to Value Pricing
Jan 23, 2026
If you’re working crazy hours and still not earning what you should… you’re not alone.
Back in 1996, Mark Wickersham started his own accounting firm. Within two years, he had 200 clients. It looked like success on the outside—until he realised he was burnt out, underpaid, and drowning in low-value work.
It wasn’t until he discovered value pricing that everything changed. Let me explain…
Check out the video on this topic here.
The Fear That Holds Accountants Back
Most accountants are scared to raise prices. Not because they don’t want to earn more—but because they’re afraid they’ll lose clients.
But here’s the truth: that fear is unfounded. In fact, when you raise your prices the right way, you’ll probably lose fewer clients than you think. Let’s break this down.
The Simple Maths Behind Higher Profits
Imagine this:
- Your practice makes £100,000 in revenue.
- Your costs are £70,000.
- That leaves £30,000 in profit.
Now—put your prices up by 20%.
- Revenue becomes £120,000.
- Costs stay the same.
- Profit jumps to £50,000.
But what if you lose 20% of your clients? Even then, you’re likely still better off—or only slightly worse. And with fewer clients, you gain something even more valuable: time.
Losing Clients Isn’t Always Bad
Here’s the key part… When you raise prices, the clients you lose usually aren’t the best ones. You don’t lose the ones who value your advice and trust your expertise. You lose the “P.I.T.A.” clients. The ones who moan. Who pay late. Who drain your energy.
And that’s a good thing. Because now, you’ve freed up time to find better clients—and price them properly.
What Happened When I Did It
In 2001, Mark Wickersham raised his prices by 20%. He lost just 1% of his clients.
He did it again in 2002. Same result. And this was despite having underpriced for years and working with far too many clients. Since then, He's taught this exact strategy to thousands of accountants.
Almost every single one reports the same thing:
They raise prices… and hardly lose any clients.
Two Steps That Make It Work
1. Communicate Value Clearly
Don’t just say, “We’re raising your fees.” That triggers resistance.
Instead, focus on the value you provide. Explain how you’re helping them build a better business. Talk about results. Outcomes. Savings. Growth.
Use the right words—carefully chosen and well written. A good contract renewal letter does the job beautifully. Or even better—have a face-to-face meeting with your key clients.
2. Give Clients Options (Menu Pricing)
Every client is different. Some will pay more. Some want to pay less. So don’t make it one price for everyone. Give them a choice. I call this menu pricing.
For example:
- Bronze: Basic service, small price rise (or even none).
- Silver: What they had last year, plus one or two extras. 20% more.
- Gold: Premium level with extra value. 50% more.
Most choose Silver. Some go for Bronze. And a few will surprise you and pick Gold.
The Outcome? A Better Practice
If you do this properly:
- You’ll probably raise your average fees by 20%.
- You’ll lose very few clients.
- And you’ll improve your practice quality overnight.
It’s not theory. It’s proven. Mark's done it. Thousands of others have too.
Make This an Annual Habit
Don’t just do this once. Build it into your calendar. Reprice every client, every year. It’s the fastest way to boost profits and reduce stress.
Pro Tip
Use your quietest time of year to reprice your clients.
Get your contract renewal letters written and scheduled.
Plan your follow-up conversations early.
That one habit could add tens of thousands to your bottom line.
FAQ
What if clients complain about the increase?
That’s why you lead with value and give them options. It diffuses tension.
How do I know what price to charge?
Use value pricing. Focus on outcomes, not inputs.
What if I lose too many clients?
Highly unlikely. But if it happens, fill that space with better, higher-paying ones.
Final Thoughts
Raising prices isn’t about being greedy—it’s about running a sustainable, profitable firm that rewards your time and expertise.
The truth is, most clients won’t leave. Not if you communicate the value you bring. Not if you give them clear options. Not if you price with confidence.
And those few clients who do leave? They make space for better ones. You deserve to be paid fairly. And the sooner you reprice, the sooner you’ll see real results.
This process works. Mark's done it. Thousands of others have too. Now it’s your turn.
Check out the video on this topic here.
If you found this valuable and would like to learn more about value pricing, we offer a free live online training session on a topic you choose every month. You can attend live and ask any questions you have. Click here to register, and we will send you an invitation to the next session.
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Wishing you every success on your pricing journey
The Value Pricing Academy Team
