This will amaze you – meet the most incredible bookkeeper

case study Apr 04, 2016

I recently caught up with Jane Aylwin who is, quite simply, an extraordinary bookkeeper.  During our interview she told me how – in the last 5 months – she had added £53,000 in fees, almost entirely from pricing (which means most of it goes straight to bottom line profit) in a different way.

She started off, just like many bookkeepers, working from her kitchen table.  And getting OK results.

But those OK results got worse and worse as her business grew and she took on people to work for her.  Her old pricing models were no longer working.

The big epiphany
A few months ago, on the way to a client she had a big realisation… she needed to do something different.  Otherwise she’d keep getting the same results.

That meeting with a client was the first of 4 meetings that week; a week she now describes as her ‘week of wow’.  In that week she had a pricing conversation with each of those 4 clients…

… and in that one week Jane increased the fees of her entire practice by a staggering 12%.

Jane’s ‘week of wow’ was the start of an amazing journey
Jane went onto describe how she met with a prospective client who, a few months earlier, would have charged £4000.  But following her new system she agreed an annual recurring fee of £13,000.

That’s 225% more?

How did she do that?

She explains exactly what she did in the interview I did with her.  You can watch the full interview here.

Here are some of Jane’s key insights:

  • Giving the client choice by creating packages
  • Using a system to keep her focused on the value she delivers
  • Having a structured face-to-face meeting where she builds the value
  • Understanding what the client really wanted
  • Using a software approach to pricing so the client gets to choose their own price


Jane explains these things in much greater detail in the video.  Click on the link below to watch it now.

You can watch the video here.

Like most bookkeepers Jane used to price by the hour.  She has now moved away from hourly pricing and has fully embraced value pricing.

The process Jane used
Jane used a software approach so her clients were able to choose their own price.

Every month I provide free online training helping accounting professionals get results from value pricing. If you want to get access to that free training click here to register your place on the list of people I invite.

Wishing you every success on your pricing journey

Mark Wickersham
Chartered Accountant, public speaker and #1 best-selling author of
Effective Pricing for Accountants

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