Struggling to Raise Fees? You’re Talking to the Wrong Person

Stacey, a member of the Value Pricing Academy, asked a great question. She had already moved clients from hourly billing to fixed pricing. A solid step forward. But now she wanted to move to value pricing using packages. And she was worried about losing clients.

Here’s the challenge. Many of her clients are nonprofits. That means every price increase needs board approval. So she’s not speaking to the real decision maker.

And this is not just a nonprofit issue. It happens everywhere.

Check out the video on this topic here: https://youtu.be/WMLvOSsW-g8 

The Real Problem: You’re Not Selling to the Decision Maker

Let me explain…

You might think you’re having a pricing conversation. But the real decision is happening somewhere else.

• A board
• A finance committee
• A spouse in a small business
• A partner behind the scenes

Now, here’s the key part…

If you’re not in the room when the decision is made, you lose control. You lose control of:

• How value is explained
• How your price is positioned
• How objections are handled

And that’s where deals fall apart.

Step 1 — Identify the Decision Makers Early

This is where most accountants go wrong. They assume the person in front of them can say yes. Often, they can’t.

So ask better questions early on:

• “Who makes the final decision?”
• “Will anyone else be involved?”
• “How does approval work?”

Simple questions. Powerful impact. Because if possible, you want all decision makers involved from the start.

Step 2 — Uncover the Real Problems (Not the Surface Ones)

Clients rarely tell you the real problem upfront. They give you symptoms. For example…

A client asks for a cash flow forecast. But that’s not the real issue. The real issue might be:

• Stress about running out of cash
• Fear of making the wrong decision
• Pressure from stakeholders

So your job is to dig deeper. Ask:

• What’s really driving this?
• What happens if nothing changes?
• What does success look like?

This is the foundation of a strong pricing conversation in accounting. Because value comes from solving real problems.

Step 3 — Present Options, Not a Single Price

Here’s a simple shift that changes everything. Never present one price. Instead, offer three options. Think:

• Bronze
• Silver
• Gold

Each one should solve the client’s problems at different levels. Why does this work? Because it changes the conversation.

It moves from:

• “Do we say yes or no?”

To:

• “Which option is right for us?”

But there’s a twist…

This becomes even more important when you’re not speaking to the decision maker. Because now your contact has something clear to take back.

Step 4 — Equip Your Contact to Sell for You

If you’re speaking to an executive director, they become your messenger. And here’s the problem. They won’t explain your value the way you would. They’ll simplify it. Miss things. Lose impact. So you need to help them.

Give them:

• A clear summary of each package
• The problems each one solves
• The outcomes they can expect

Make it easy for them to present your case.

Step 5 — Use Video to Deliver the Message

Now, here’s the smarter move. Record your pricing presentation. Tools like Loom make this easy. You hit record. Talk through your options. Then send the link. Simple. But very effective.

Because:

• You control the message
• You explain the value clearly
• You present with the right energy

And the decision makers get to hear it directly from you. Not second-hand.

Bringing It All Together

Let’s recap. If you’re not speaking to the decision maker:

• Identify who they are early
• Understand the real problems
• Present clear options
• Equip your contact properly
• Use video to deliver your message

Do this well, and you can confidently apply value pricing for accountants. Even in complex situations.

Pro Tip

If you can’t get to the decision maker… Don’t just send numbers. Instead:

• Send a structured message
• Use video
• Make the decision easy

FAQ

What if I can never access the decision maker?

Use video and clear summaries. These help you communicate value without being there.

How many pricing options should I offer?

Three works best. It gives choice without confusion.

Will this work with nonprofit clients?

Yes. In fact, it works very well with boards and committees.

Final Thoughts

Consider this…

Not being in front of the decision maker is not the real problem. Poor communication is.

The accountants who struggle rely on conversations. The accountants who succeed build systems that communicate value clearly.

If you understand the problem, present options, and control the message, you stay in control. Even when you’re not in the room. And that’s how you raise prices with confidence.

Check out the video on this topic here: https://youtu.be/WMLvOSsW-g8

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