A short YouTube video by Mark Wickersham arguing that clients are not price-sensitive but value-sensitive; when prospects say "that's expensive" it usually signals a failure to communicate value. The clip emphasizes that accountants and bookkeepers often under-communicate value, and that communication is the key skill in value-based pricing.
If you've ever presented your price to somebody and they've said those words we all dread, oh, that's a bit expensive, then we make the mistake of assuming they're price sensitive. But they're not. We do not have price sensitive clients. Your clients are value sensitive. So why do they say that's expensive? Well, I know for a fact that's not because you're expensive, because you're not. Every accountant I've ever met, every bookkeeper, is too cheap. The reason why somebody says that's expensive when you present them with a price is it's a knee jerk reaction. A natural thing. We all say when we don't understand the value. And that's our fault, because as a profession, we are not great at communicating the value. Communication is the most important skill with value pricing.
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