Why Your Biggest Client Might Be Costing You Money

Let me explain something that makes many firm owners uncomfortable. Your biggest client might be your worst client. Not emotionally. Financially.

I see this all the time. A large client. Lots of work, lots of noise, very little profit. And yet, the idea of losing them feels terrifying.

Consider this…

Check out the video on this topic here: https://youtu.be/k37OpSIEBi8

The Problem No One Likes to Admit

A member of the Value Pricing Academy asked me a question that stopped me in my tracks.

Her largest client capped her fees. They paid below market rates. They wanted more work, but not higher prices. Sound familiar?

This is one of the most common pricing problems in accounting firms. And one of the most damaging.

The Real Risk of Large Clients

Here’s the issue most firm owners miss. When one client makes up a big chunk of your fees, you create risk.

• Lose that client and cash flow suffers
• Your confidence drops
• Decision-making becomes emotional
• Pricing fear creeps in

Mark Wickersham has lived this. More than once.

Mark Wickersham’s Own Painful Lesson

When Mark Wickersham started his firm in the 1990s, he didn’t know how to price.

He won a big client, his biggest at the time. They wanted monthly management reports. He was excited, monthly income felt like security.

But there was a catch. Their records were a mess. This was before cloud accounting, manual errors everywhere.

Each month took longer, stress went up, profit disappeared. But there’s a twist…

Because they were his biggest client, he felt trapped.

Why Low Prices Lock You In

This is where many accountants go wrong.

Low prices create an anchor. Once a client sees a number, that number becomes “normal”. Even if it’s wrong.

In Mark Wickersham’s case, he needed to double the fee to make a profit. That felt impossible. This is why how to price accounting services matters so much at the start.

Fixing underpricing later is far harder.

Value Pricing Changes Everything

This is where value pricing for accountants comes in.

Value pricing is not about hours. Clients don’t care about hours, they care about outcomes.

• Better decisions
• Fewer surprises
• Peace of mind
• Clarity and control

When repricing a client, the conversation must focus on results. Not tasks, not effort, not time. That shift changes everything.

How to Reprice a Large Client Without Panic

Now, here’s the key part…

You must be prepared to walk away. If a client won’t pay for the value you deliver, they are holding you back. That mindset gives you confidence. And confidence is felt by clients.

This is critical when dealing with unprofitable clients in accounting firms.

Use Packages to Regain Control

One of the most effective tools is packaging.

I recommend three options.

• Same service, higher price
• Same price, reduced service
• A premium option with additional value

Why does this work?

It gives control back to the client, they choose. You’re no longer defending a single price. You’re guiding a decision.

This approach solves many accounting client pricing problems.

What If They Say No?

This is the fear, but here’s the truth. When Mark Wickersham lost two large, unprofitable clients, he thought his business was in trouble.

He was wrong, losing them freed up time. Stress dropped. Capacity returned. Because he had embraced value pricing, better clients replaced them.

Within six months, fees were back. Profit was higher. Life was easier.

Sometimes, when to fire a client in accounting is the most important decision you’ll make.

The Bigger Lesson

Build a firm where no single client dominates. Price with confidence, review profitability regularly, trust your value.

Your time is precious. Don’t waste it on clients who don’t respect it.

Pro Tip

Review your top five clients today. Ask yourself:

• Are they profitable?
• Do they value outcomes?
• Would I price them the same today?

If not, it’s time for a conversation.

FAQ

Should I keep an unprofitable big client?

Only if there is a clear plan to reprice quickly.

How do I raise fees with existing clients?

Focus on outcomes, not hours. Use options.

What if my client rejects value pricing?

Be prepared to walk away. Confidence matters.

Final Thoughts

Big clients are not always good clients. Profit matters more than pride. Confidence comes from knowing your value. Letting go creates space for better work.

Price bravely. Your future firm depends on it.

Check out the video on this topic here: https://youtu.be/k37OpSIEBi8

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Wishing you every success on your pricing journey

The Value Pricing Academy Team