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Pricing on Purpose: The Eight Steps to Implementing Value Pricing (4173148B)

Date:Wednesday, December 20, 2017
Time:11:30AM - 7:00 PM
(Registration at 11:00AM)
Facility:Webcast or Webinar, Online
CPE Credit:8.0 Technical Business
Vendor:California CPA Education Foundation
Course Level:Basic
Early Bird Price:Not applicable or see below.


A business is defined by the value it creates for its customers and your price speaks volumes about your value proposition. Yet, an overwhelming majority of professional firms price their services by the flawed and outdated hourly billing method rather than realizing clients don't buy time; they buy value. Learn about selling intellectual capital with pricing based on the outcomes and value it creates, not the cost or time it took to deliver.

Price is the marketing moment of truth and the No. 1 driver of profitability in any business. Learn how to price on purpose.

  • Having the value conversation with clients.
  • Pricing the customer, not the services.
  • Developing, pricing and presenting options.
  • Fixed-price agreements, pricing objections, project management, change requests, change orders and pricing after action reviews.

Major Topics:
  • First and second law of pricing and how they influence your pricing decisions.
  • How the anchoring and framing effects influence pricing.
  • What and how people buy.
  • Handling price objections.
  • Proper project management.
  • Facilitating a pricing after action review.
  • Importance of price psychology and emotions.
  • Why your firm should offer a value guarantee.
  • How hourly billing is a suboptimal pricing strategy.

Who Should Attend:

Owners, partners, managers or any executive responsible for pricing.


Advanced Preparation:


If listed below, select the appropriate sessions or options to continue with your purchase.

Registration Status: CLOSED - Online registration for this course is now closed. Please contact the Member Service Center at (800) 342-3197 if you wish to inquire about registering.