Mark Wickersham

Mark Wickersham is a qualified chartered accountant, public speaker and Group Chief Executive of the accounting network AVN. He’s the most in-demand profit improvement expert in the accounting community globally.

Mark is also a widely published author on practice issues. His YouTube Channel features a ton of videos on pricing and profit for accountants.In May 2011 his first book, Effective Pricing for Accountants was a number 1 Amazon bestseller.

Outside work, he’s into cycling and playing my guitar. His passion and deep knowledge about pricing in particular is what comes out in this interview. Here’s a flavour of what you’re in for:

• A sobering story of an accountant who didn’t know how to price
• Why it doesn’t matter how big or small an accounting firm it – they’re all clueless about pricing
• The obsession with the billable hour, and how time tracking technology doesn’t help
• “Cloud technology is automating compliance work so it will eventually disappear”
• “As long as firms cling to the billable hour, there will be increasing downward pressure on fees”
• Behavioural economics is the foundation of pricing methodology
• How it’s the technology and software companies driving the pricing discussion
• Why value pricing is NOT fixed pricing
• “When accountants get past the adding up, that’s when they can start adding value for clients”
• The two biggest reasons firms don’t deliver real value for their clients
• The two main ways to price – cost plus pricing and value pricing
• Value pricing starts by having a conversation with the client
• The three reasons why value pricing is so difficult and hence avoided by accountants
• Great example conversations an accountant can have in the value pricing conversation
• The buyer’s reservation price – the highest price they are willing to pay. You can’t ask for this!
• Why people won’t appreciate your price unless they understand your value
• 3 value add statements for communicating to clients the benefit of reconciling bank accounts
• Why fixed pricing is not value pricing and why a single fixed price is usually wrong
• The power of choices and menu options to give you the opportunity to earn higher fees
• Why too many options can confuse buyers
• Critical: pricing is a face to face activity so you can guide them through the process
• The powerful psychology behind why apple can make you pay £2000 for an £800 computer
• Why upselling is a form of discrimination (hint: it’s where most of your profit comes from)
• What accountants can learn from car dealerships
• The single biggest myth that holds most accountants back with pricing
• Truth: there are no price sensitive clients for accountants
• Why price is not as important as profit on the deal
• The three reasons why people say something is ‘too expensive’
• Why winning more work is not the answer, but pricing better is
• Why anyone that owns an Apple product is not price sensitive

…and much much more, all packed into 30 mins!

Contact Mark here:

Twitter: @wickersonabike

Email: Liked your Top 100 Club Podcast Interview with Rob Brown" target="_blank">email Mark directly

Website: https://www.wickersham.co.uk