How to Reprice Existing Clients Without Losing Them

Raising prices is one of the scariest things for most accountants.

We worry clients will leave.
We fear awkward conversations.
We tell ourselves, “It’s only fair to stick with last year’s fee.”

But here’s the truth: if your value has increased, your price must follow. And if you get this right, your profits can grow dramatically — even with the same number of clients.

Let me explain…

Why You Must Reprice Existing Clients

In accounting, pricing is your fastest lever for profit.

• Winning 50% more work? Slow and expensive.
• Cutting costs by 50%? Risky and painful.
• Selling more to current clients? Better.
• But raising prices? That’s the easiest place to start.

A 33% increase can double your profits — without adding a single client.

Break Free From the Old Structure

Most firms operate in the “three-thirds trap”:

• A third of fees go to salaries.
• A third to fixed costs.
• A third becomes profit.

It sounds balanced, but it’s a ceiling. When we price based on time, we limit our potential. Value pricing breaks that ceiling.

The Four Levers to Grow Profit

Only four things grow your bottom line:

1. Cut costs – not realistic long-term.
2. Win more clients – slow and costly.
3. Sell more to existing clients – smart move.
4. Raise prices – fastest and most effective.

Start here. Then layer on the rest.

Losing Clients Isn’t Always Bad

Here’s a surprising truth…

If you raise your prices by 33%, and 33% of your clients walk away — your profit might stay the same.

But now you’ve got capacity. Less stress. More time. And the ones who leave? Often the ones who weren’t the right fit anyway.

Use the 1% Effect

A tiny 1% price rise, applied across the board, goes straight to your bottom line. Clients don’t notice. No churn. Just more profit. Now try 2%, 3%, 4%…

Small, consistent increases add up. You’ll build confidence as you go.

Treat Existing Clients Like New Ones

Too many firms skip the value conversation with existing clients. Don’t. Repricing works best when you:

• Uncover what’s changed in their business.
• Build a clear picture of the outcomes you create.
• Capture that value with a fair, fixed price.

Their business has evolved. So must your price.

Reframe the Price to Shift the Anchor

Clients compare this year’s fee to last year’s. That’s the “anchor” — and it makes price rises feel bigger. So change the frame:

• Add value: new reports, insights, or commentary.
• Bundle your services into clear packages.
• Show monthly pricing instead of a big annual number.
• Remind them of results — not hours.

Now they’re comparing value to value. Not price to price.

Communicate with Confidence

Clients want two things: certainty and choice.

Give them both. Offer three options with clear scope and fixed prices. Use plain English. Keep the focus on outcomes, not inputs. And if they’re unsure? Offer a call. Most concerns disappear with a quick chat.

Make Menu Pricing Work

Menu pricing is powerful. Here’s how:

• Entry: basic service, minimal uplift.
• Core: same as last year, plus extras — your target option.
• Premium: added value for those who want more.

Design the middle to win. Most clients will choose it when the value is clear.

Move to Monthly Subscriptions

Fixed monthly fees help clients budget. They also:

• Improve cash flow.
• Smooth your income.
• Reinforce your relationship.

It’s better for them — and better for you.

Focus on Existing Clients First

It’s easier to grow value from the clients you already have. Cross-sell relevant services. Revisit their goals. Show how you can help them go further.

It’s the simplest path to higher margins.

Test, Learn and Iterate

Don’t wait for a perfect plan. Start small:

• Choose a test group of clients.
• Apply your pricing uplift.
• Watch what happens.

Many firms see 15–20% increases with barely any churn.

It Starts With Mindset

This isn’t about squeezing clients. It’s about matching price to value. You’re helping them succeed. That’s worth more than your time.

Go in expecting a “yes.” And if they say “no”? That’s space for better-fit clients.

In Tough Times, Add Value — Don’t Discount

When clients struggle, they need your insight more than ever. So give them more value:

• Proactive advice.
• Forecasting.
• Clarity.

Discounts send the wrong signal. Value builds trust and makes price easier to justify.

Pro Tip

Start with 10 clients. Create simple Bronze, Silver, Gold packages. Explain the options with a 2-minute Loom video. Then offer a short call.

You’ll be amazed how often they pick the middle — at a higher price than before.

FAQ

Won’t clients push back?

Not if you show the value clearly and give them options.

Should I give them advance notice?

Yes. It builds trust and reduces resistance.

What if a client leaves?

Then you’ve freed up time for a better one.

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