How this accountant learned to communicate her value - Interview with Elnize Goosen

inspiring stories Jan 24, 2022


This is the story of Elnize Goosen who has been putting the value pricing foundations in place for the last few years and transforming the results of her firm.

Of course, if you would prefer to watch the full interview, you can find it on my YouTube Channel here,



Elnize Goosen’s Success Story


Elnize Goosen’s firm, DGE Chartered Accountants and Registered Auditors, is based in Centurion, South Africa. They are a fully virtual, cloud-based firm.

Previously, Elnize worked in a corporate firm. However, the firm that she was working for merged with another firm, and they had a finance department already. Elnize was declared redundant. In a recent interview together, Elnize told me, “I was about six or seven months pregnant at that stage. And I was declared redundant, and I lost my job. It was a shock! But for a while before that my husband Daniel had been nagging me to start my own firm. That was the...

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How this accountant increased his fees by 47%! - Interview with Stanley Dean

inspiring stories Jan 17, 2022


You must review prices regularly.  After all, circumstances change. One of the most common questions I get from the accountants and bookkeepers I work with is how to re-price existing clients, particularly when the current price is far too low, and the price hasn’t been changed for some time.

This is a huge opportunity for you to significantly improve your profit. Here’s a case study to help illustrate that. It is based upon an interview I did with an accountant called Stanley Dean in October 2021.

If you would prefer to watch the full interview, you can find it on my YouTube Channel here:



Stanley Dean's Success Story


Stanley Dean runs a firm called SDA CPA Group in Atlanta, Georgia in the USA, and has been in business since 2003. When he started his firm, as a CPA Stanley believed he knew everything about running an accounting practice. However, it wasn’t until he got into it that he realised he...

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How This Bookkeeper More Than DOUBLED Her Revenue - Interview with Carol Kostachuk

inspiring stories Jan 10, 2022


This is the story of Carol Kostachuk who is now much more confident with pricing.  She knows she does not need to win every client and she uses a meeting fee to pre-qualify.

If you would prefer to watch the full interview, you can find it on my YouTube Channel here:



Carol Kostachuk’s Success Story


Carol is based in British Columbia, Canada, and has been in business for over 24 years. She started in a position where she was doing administration and bookkeeping. But Carol was working crazy long hours, going to work at 5:30 in the morning and not getting home till 5:30 at night.

Then, when she was off on maternity leave, Carol spoke to her friends that were already in the bookkeeping business right out of school, and during her maternity leave she started her own business.

Since then, Carol has completely transformed the way that she prices from the old-fashioned way of time-based billing. I spoke with her recently to...

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How this accountant got 3x higher price repricing a client - Interview with Jhonatan Aldama

inspiring stories Jan 03, 2022


You need to systemize the process of communicating value. Words are so important.  The wrong words will get the “That’s expensive” reaction we all hate.  The right words will get the client to buy and buy at higher prices.  There is so much at stake with the words we use.

You can systemize the communication by creating standard scripts, proposal templates and pricing brochures for your core accounting services.

This is a story from Jhonatan Aldama, who is getting great results from pricing.  If you would prefer to watch the full interview, you can find it on my YouTube Channel here:



Jhonatan Aldama’s Success Story


Jhonatan Aldama’s firm Nuve is based out of Austin, Texas. They are a virtual accounting firm serving clients all across the US and launched in December 2020.

In a recent interview together, Jhonatan shared with me some of his major pricing struggles that he faced...

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Getting the Passion For Your Business Back - Interview with Kimme Lafayette

inspiring stories Dec 27, 2021


This interview with Kimme Lafayette demonstrates what is possible when you have a system for value pricing.  Read it carefully, there are many learning points. 

Even better, watch the full interview which goes into further detail. You can find it on my YouTube Channel here:



Kimme Lafayette’s Success Story


Kimme is located in Southern Ontario, in the Niagara region, and she’s had her business for about seven and a half years. Kimme focuses on bookkeeping, sales tax filings and payroll tax filings – focusing on being involved with her clients on the day-to-day stuff.

In a recent interview, Kimme told me, “When I started my business, I had been working as a bookkeeper for a company and they were changing all of their staff to subcontractors, and they dictated what my opening rate was going to be - $25 an hour instead of the salary I’d been on.”

This was a challenge for Kimme because...

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How an accountant increased a client’s fee from £300 to £1200 a month - Interview with Neil Criddle

inspiring stories Dec 20, 2021


This is the story of an accountant who has really mastered the value conversation. You can find it on my YouTube Channel here:



Neil Criddle’s Success Story


Neil Criddle is based in Weston-super-Mare, in the Southwest of the UK. Prior to starting his business, Neil had about 12 years in industry working for lots of large corporates including veterinary, financial services, construction and telecom industries, but no experience with an accountancy firm.

In a recent interview I had with Neil, he told me, “As I got further into my career, I wanted to help people, but in my own kind of way. I’m not a massive fan of following the rules if I think the rules aren’t fit for purpose for the end user. I was doing a lot of good work and getting frustrated by the fact that I couldn’t help people in the way that they would have benefited from because of political red tape and hierarchies. So I started my...

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“It’s wonderful to be free of the time clock!” - Interview with Jan Baudat

inspiring stories Dec 13, 2021


I am frequently told by my students in the Value Pricing Academy that price psychology is the most fascinating and powerful aspect of pricing. 

In this interview with Jan Baudat, she talks about how she re-priced her clients. Look out for how she uses quantification, the contrast principle, and creates a new anchor when re-pricing.

If you would prefer to watch the full interview, you can find it on my YouTube Channel here:



Jan Baudat’s Success Story


Jan and her husband Michael are the owners of QB Jan LLC DBA: FitBooks, a business cash flow management service. Together, they handle bookkeeping and remotely support over two dozen QuickBooks Online and QuickBooks Desktop clients. Jan currently lives in Cornville, Arizona (near Sedona), and is planning to move to the Weatherford, Texas area in the fall of 2021.

Jan shared with me how she used to struggle with pricing, having not put her prices up in three years, and...

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