The Accounting Podcast Pricing For Profit: Unlocking Your Firm’s True Value (from The Earmark Podcast)
Nov 6, 2025
Marie Greene, a CPA and CEO of Connected Accounting, and Ryan Embree, Director of Partnerships at Ignition, discuss crucial strategies for pricing in accounting firms. They reveal how many firms are undervaluing services due to fear. The duo highlights common traps for underpricing and offers actionable tactics, like auditing client services and automating annual price increases. They also role-play a pricing conversation, illustrating how to approach fee discussions without damaging client relationships. Finally, they emphasize that clients are willing to pay for expertise and peace of mind.
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Time-Tracking Revealed Hidden Underpricing
- Marie tracked time and discovered she spent 10–20+ hours on a client billed at $512, which made her cry when she saw the math.
- That time-tracking wake-up forced her to rethink fixed fees and realize many clients were severely underpriced.
Price The Work, Not Just The Deliverable
- You cannot price solely by deliverable; you must price by touch points and ad-hoc demands.
- Different clients needing the same report can require wildly different time and effort, so scope drivers matter.
Raise Prices Annually And Cross-Sell Existing Clients
- Review year-over-year client fees and apply routine annual price increases to avoid compounding underpricing.
- Also identify opportunities to upsell or cross-sell services clients aren't using to increase revenue from your existing base.