How Accountants Should Price their Services with Geraldine Carter

<p><strong>Geraldine Carter</strong> runs <a href= "https://geraldinecarter.com/">She Thinks Big Coaching</a> where she helps CPAs do less without sacrificing revenue. Although her target market are CPAs, she actually has a bachelor’s degree in civil engineering from Cornell University. She was also a cycling guide for Backroads and now hosts her own podcast called <a href= "https://www.businessstrategyforcpas.com/">The Business Strategy for CPAs</a>.</p> <p>In this episode, she talks about the structure of pricing in the accounting industry and the reason why most CPAs are underpriced. She then discusses her so-called “effortless value” where accountants could earn more without having to do extra work. Finally, she shares her tips on how accountants could earn more by having expertise and charging their clients more.</p> <p> </p> <p><strong>Why you have to check out today’s podcast:</strong></p> <ul> <li>Learn why you should have a deep expertise instead of being a generalist</li> <li>Acquire techniques on how to increase your value without doing more</li> <li>Discover the reason why charging more is better for you and your clients</li> </ul> <p> </p> <p align="center"><strong>“It’s good for your clients to charge them more”</strong></p> <p align="center">– <em>Geraldine Carter</em></p> <p><strong> </strong></p> <p><strong>Topics Covered:</strong></p> <p>01:33 – How Geraldine got into pricing</p> <p>03:10 – The problem of pricing in the accounting industry</p> <p>05:24 – What is Menu Pricing and its difference from Subscription Pricing</p> <p>09:16 – CPAs are not a subscription</p> <p>10:11 – How “billing” works in CPAs</p> <p>11:56 – The prevailing mindset among CPAs</p> <p>13:11 – Why having a deep expertise is essential in getting better prices</p> <p>17:04 – The mindset that needs to be changed in the accounting industry</p> <p>17:54 – What is “Effortless Value”</p> <p>20:49 – Geraldine’s bicycling pricing story</p> <p>24:06 – Pricing table topics: Subscriptions have three revenue buckets: win, keep, and gro