Pricing on Purpose: The Eight Steps To Implementing Value Pricing WEBCAST

Thursday, April 16 8:30am - 4:30pm

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8 Credits

Member Price $245.00

Non-Member Price $375.00


Learn about selling intellectual capital with pricing based on the outcomes and value it creates, not the cost or time it took to deliver. A business is defined by the value it creates for its clients; your price speaks volumes about your value proposition. An overwhelming majority of professional firms price their services by the flawed and outdated hourly billing method rather than realizing clients do not buy time; they buy value. Price is the marketing moment of truth and the number one driver of profitability in any business. Learn how to price on purpose.


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.



Designed For

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


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.







Ronald Baker

Ronald J. Baker is a partner in Baker & Barnett, CPAs, Corte Madera, California, the firm he cofounded in 1988. He is a frequent speaker at CPA events and conferences around the world, and a consultant to CPA firms on implementing Total Quality Service and Value Pricing. He is an instructor with the California CPA Education Foundation and hasauthored five courses for them: How to Build a Successful Practice with Total Quality Services; The Shift From Hourly Billing to Value Pricing; Value Pricing, The Graduate Seminar; You Are What You Charge For: Success in Today’s Emerging Experience Economy; and Alternatives to the Federal Income Tax. He is a graduate of Disney University and author of The Professional’s Guide to Value Pricing, published by Harcourt Professional Publishing.

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Non-Member Price $375.00

Member Price $245.00