Can Value Pricing Be Done in Writing?

Many accountants believe that the best pricing conversations happen face-to-face. And they're right. A live meeting gives you the opportunity to read body language, build rapport and deal with objections as they arise.

But what happens when your client doesn't want a meeting? What happens when they prefer written communication?

This question recently came from a member of the Value Pricing Academy who works with clients in the pet industry. Many of her clients are neurodivergent and prefer written communication rather than phone calls or Zoom meetings.

It raises an important question. Can Value Pricing work without a face-to-face conversation? The answer is yes. Let me explain.

Check out the video on this topic here: https://youtu.be/O0eZTQ6O4dc

Why Face-to-Face Conversations Are Usually Best

When conducting Pricing Conversations, a live meeting offers several advantages. You can:

• Read body language.
• Identify what resonates with the client.
• Handle concerns immediately.
• Build trust more quickly.

If a client hesitates when you discuss a particular benefit, you can explore that further. If they raise a concern about price, you can reinforce the value there and then.

That's difficult to do through email alone. However, live meetings are not always practical.

Some clients strongly prefer Written Communication. Others may find video calls uncomfortable. And sometimes you simply have too many clients to meet individually.

The Challenge Mark Wickersham Faced With 200 Clients

When Mark Wickersham first discovered Value Pricing, he began using it with new clients immediately. The problem was that he already had more than 200 existing clients.

Mark quickly realised he didn't have enough time to sit down with every client and have a detailed pricing discussion. He needed another solution.

That's when he developed what he now calls the Contract Renewal Letter. This was a structured written process designed to communicate value and introduce new pricing.

The results were remarkable. Clients accepted higher fees and very few left. He’s been teaching this approach for over 25 years, and firms continue to achieve excellent results with it today.

Can Value Pricing Work in Writing?

Absolutely. The key is understanding that value pricing is not about the conversation itself. It's about uncovering value and communicating that value effectively.

Whether that happens face-to-face or through a written process is secondary. If your Pricing Proposal clearly demonstrates the value you create, clients can still make confident decisions.

The structure simply needs to be right.

Start With Discovery Questions

Every successful pricing process begins with understanding the client. Normally, we'd do this through a meeting.

When working with clients who prefer written communication, a questionnaire can achieve the same outcome. Your questionnaire should uncover:

• Their biggest challenges.
• Their goals.
• Their frustrations.
• Their desired outcomes.
• The impact of solving those problems.

These discovery questions help you understand what truly matters to the client. And that's where value comes from.

Add Video to Your Written Process

Now, here's the key part. Just because a client prefers written communication doesn't mean everything has to be text.

Video can be a powerful addition to your process. Tools such as Loom make it incredibly easy to record short videos and send a link to your client.

We recommend keeping videos short. One to two minutes is often enough. You can use these videos to:

• Explain questionnaire questions.
• Clarify complicated concepts.
• Present pricing options.
• Reinforce value.
• Answer client questions.

Video allows clients to see and hear you. That's important. At the end of the day, clients are buying from people they trust. A short video helps build that trust far more effectively than a lengthy email.

Present Your Pricing Proposal Clearly

Once you've gathered the information you need, you can prepare your Pricing Proposal or contract renewal letter.

The proposal should focus on outcomes rather than tasks. Don't simply tell clients what you do. Explain why it matters. Show them the impact. Help them understand the value they will receive.

Consider including a short video alongside the proposal. You can walk them through:

• Different package options.
• Key benefits.
• Your recommendations.
• The reasoning behind your pricing.

This creates a more personal experience while still respecting their communication preferences.

Handling Questions Without Scheduling Calls

One concern many accountants have is dealing with questions and objections. The solution is surprisingly simple.

Tell clients something like:

Take your time reviewing these options. If anything is unclear, reply by email and I'll send a short video to explain.

This approach works extremely well. When a client has a question, you can record a personalised video response.

It's often faster than writing a detailed email. It's more personal. And it allows you to communicate value far more effectively.

Why This Approach Works

Clients who prefer Written Communication often appreciate structure. They like having time to process information. They value clarity.

By combining questionnaires, written proposals and short videos, you create a system that gives them exactly that.

You also create a process that is scalable for your firm. You can serve more clients without spending hours in meetings. And you can still maintain a high-quality client experience.

Key Takeaways

• Face-to-face meetings remain the ideal option when possible.
• Value Pricing can be highly effective through written systems.
• Discovery questions remain essential.
• Video enhances written communication significantly.
• Short Loom videos help communicate value more effectively than email alone.
• This approach works particularly well for Neurodivergent Clients and clients who prefer written interactions.

Pro Tip

Create a library of short Loom videos covering common pricing questions.

When clients raise similar concerns, you can quickly record a personalised introduction and then direct them to the relevant explanation. This saves time while maintaining a personal touch.

FAQ

Can value pricing be done entirely in writing?

Yes. A structured process using discovery questions, written proposals and value-focused communication can work extremely well.

Why do some clients prefer written communication?

Many clients simply prefer having time to process information. Some Neurodivergent Clients also find written communication more comfortable and easier to follow.

Is video better than email for pricing discussions?

In many situations, yes. Video allows you to communicate personality, enthusiasm and value much more effectively.

Final Thoughts

Many accountants assume that effective Pricing Conversations require a face-to-face meeting. In an ideal world, that may be true.

But there's a twist. Not every client wants to communicate that way. Some clients prefer structure. Some prefer time to think. And many Neurodivergent Clients find written communication far more comfortable than a live conversation.

The good news is that Value Pricing does not depend on being in the same room as your client. It depends on understanding their challenges, communicating value clearly and helping them make an informed decision.

By combining written questionnaires, thoughtful Pricing Proposals and short personalised videos, you can create a pricing process that is both scalable and highly effective.

Most importantly, you can meet clients where they are and communicate in the way that works best for them.

Check out the video on this topic here: https://youtu.be/O0eZTQ6O4dc

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