Are you underpricing relative to the value you create?

There’s a hierarchy of value in what you can sell, from lowest to highest:

  • Commodities

  • Deliverables

  • Services

  • Experiences

  • Transformations

Most accountants sell services and deliverables. But what they actually create—often without realizing it—is transformation.

The problem? They price the service, not the transformation.

They know how to talk about the service, so that’s what they package and sell.

But the transformation—the real value they create—goes unspoken.

It’s invisible to them, even though it’s deeply valuable to the client.

Because they don’t see it, they don’t articulate it. And if they don’t articulate it, they don’t price for it.

Here’s the opportunity:

You can price just the service.
Or you can price the service plus the transformation.

When you do the latter, your prices go up—without adding hours or effort.

 
 

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Geraldine Carter