DOES THIS SOUND LIKE YOU?
You have clients on fees you set years ago. You know those fees need to go up. But you keep putting it off.
Your firm’s revenue is growing. New team members. New clients. But somehow your personal drawings are not keeping pace. The more you take on, the less you seem to be able to pay yourself.
Does quoting still depend on you personally? So you are stuck in every quoting conversation, whether you want to be or not.
If you nodded at any of those, keep reading.
DO YOU RELATE?
You already know your firm is overdue for a pricing review.
You already know some long-term, loyal clients are still paying fees you set when you were less experienced, less stretched and delivering far less value than you do today.
You look at your personal drawings, and your firm’s profit…
And you know they don’t properly reward the true weight, complexity and responsibility of the work involved.
Your margins would look significantly healthier if your pricing evolved.
But…
You’re cautious about the consequences.
“What if they push back against the increase?”
“What if they compare you to cheaper firms?”
“What if referrals dry up because they assume you’re ‘out of reach’?"
And if that happened…
What would it mean for your cashflow?
For your client relationships?
For your reputation in the market?
So the safer option is to carry on as you are.
Meanwhile…
Your staff costs rise.
Software costs rise.
Compliance demands increase.
Your time commitment increases.
And that hurts.
Because even though you are working harder...
Even though your firm is more sophisticated...
Even though your team is more capable...
Even though your expertise has deepened...
The financial rewards haven’t evolved to match.
The problem is that nobody has ever given you a clear, step-by-step process to increase your fees - without risking what you’ve spent years building.
Let us address the thing that is probably living rent free in your head right now.
"If I put my fees up, clients will leave."
We hear this from almost every firm owner we work with. Most of them believe they would lose around half their client base.
Here is what actually happens.
Every time we run a repricing project with a member, we see the same pattern.
The fear going in is that 50% will walk. The reality is that fewer than 5% leave. And those tend to be the clients who were the most demanding and paying the least.
The clients who stay? They value you more than you thought they did.
You will not lose the practice you have built. You will end up with a better version of it.
I’m Heather Townsend, Founder of The Accountants’ Growth Club, and author of Profitable Pricing for Accountants - the definitive guide to pricing strategy for accounting firm owners.
I’m also the bestselling and award-winning author of five further books including The Accountants’ Millionaires’ Club and The Financial Times Guide to Business Networking.
An international keynote speaker, I’ve spoken at industry events including QB Get Connected London, Xerocon London and Accountex.
Over the past 20+ years, my team and I have helped hundreds of accounting, bookkeeping and tax firm owners fix their pricing, increase their profit and build practices that reward them properly for the value they deliver:
Like Shaileen Shah, who went through a firm-wide fee increase and within the first 26% of responses alone had added £200,000 - with a further £750,000 potentially still to come.
Like Paul Donno, who within just one month had saved over £10,500 through smarter software decisions and billing new clients at the right fee level.
And like Sarah Fenton of Smart Business Hub, who went from losing money to turning a profit in just three months - and now prices her services properly.
Now I want to help you do the same.
Delivering this programme alongside me is Michael Haigh, an experienced coach who has spent decades either helping firm owners with pricing or at the sharp end of sales talking about pricing with clients.
Michael knows what works, what to watch out for and how to handle the conversations that feel most daunting. His experience is at the heart of every week of this programme.
8-WEEK PRICING IMPLEMENTATION PROGRAMME
For accounting firm owners ready to strengthen profit margins, improve cashflow and build long-term financial stability.
WHAT YOU WILL HAVE BY THE END:
- A repriced client base, with a phased plan that protects relationships and keeps your cashflow stable throughout.
- A pricing model your team can use confidently, so new clients are onboarded at the right fee without you being involved in every quote.
- The confidence to hold your price when a prospect pushes back, and to walk away from clients who are not right for your firm.
- Predictable monthly recurring revenue, with clients on subscription pricing and Direct Debit.
Instant Access: Orientation & Pricing Reset
Set your pricing goals, identify the reasons your fees are anchored in the past, and map the changes that will move your practice forward - so you go into Week 1 ready to hit the ground running.
Week 1: Overcoming Your Fear of Fee Increases
Dismantle the psychological and practical barriers that have kept your pricing stuck - so you can approach repricing decisions calmly, commercially and without second-guessing yourself.
Week 2: Your Client Portfolio Analysis
Uncover hidden fee earning opportunities, pinpoint which pricing to prioritise first and plug profit leaks in your client database - so you focus your efforts where the financial upside is greatest.
Week 3: Resetting Your Prices & Removing Pricing Friction
Define your firm’s profit-focused pricing model to create predictable cashflow, and establish a fee structure your team can confidently communicate, defend and apply consistently - with or without you in the room.
Week 4: Building Your Fee Increase Plan
Design your low-risk, phased client repricing and communication plan - so you increase fees methodically, protect client relationships and maintain stable cashflow throughout the process.
Weeks 5-8: Implement, Progress & Review
Put your plan into action with Michael Haigh and our experienced team by your side for live support, accountability and expert guidance - so you increase fees consistently, handle client conversations confidently and embed sustainable profit improvements into your firm.
4 x 1:1 Strategy Calls with Michael Haigh
Private sessions tailored to your firm, your clients and your numbers. Michael will review your progress, validate your decisions and help you handle whatever comes up, so you never feel like you are working through this alone.
9 x Weekly Live Cohort Implementation Calls (Led by Michael Haigh)
Each week, you will join your cohort for a live group session led by Michael, where you’ll work through real client scenarios and fee conversations, share progress and challenges with peers navigating similar decisions, and receive structured support as you embed value-aligned pricing into your firm.
Bonus 1: Profitable Pricing for Accountants Book
We’ll mail you a paperback copy (plus digital edition) of Heather’s Profitable Pricing for Accountants book - the proven, practical pricing framework that underpins this programme and has shaped the pricing strategy of hundreds of accounting firms. It’s your on-the-go handbook explaining the commercial logic behind the pricing models covered in this programme - and how disciplined repricing compounds profitability over the long term.
Bonus 2: Client Portfolio Analysis Template
Our Client Portfolio Analysis template helps you identify underpriced clients, margin leakage and hidden repricing opportunities - so your fee increases are laser targeted, commercially justified and focused on areas where the financial upside is greatest.
Bonus 3: Pricing Assessment & Benchmarking Tool
Access to the Pricing Assessment and Benchmarking Framework we use to evaluate how your current fee structure compares across the industry.
This provides objective insight into where your firm is positioned - and highlights the specific areas where pricing improvements will deliver the greatest impact on your bottom line.
Join the Charge What You’re Worth Programme Today…
YOUR INVESTMENT: £1,500 + VAT
suppliers and the impact of quoting and billing new clients at the right level.”
- Paul Donno
“I have more than hit my revenue target. The AGC team helped me reposition my offering so that I went from losing money to now being in profit. I feel much calmer and confident with a steady stream of leads.”
- Sarah Fenton, Smart Business Hub
“I gained the confidence to believe in myself and my practice has gone from under £100k in turnover to £1.3m.”
- Naveed Mughal, Accurox
“We’ve just gone through a massive fee increase for our client base. 26% of our clients have replied, and of that 26%, we’re up about £200,000, with a further 76% left. We’ve got about £750,000 potentially there. Frankly, the support the AGC team and other members have given us in terms of making sure this is done correctly, has been immense.”
- Shaileen Shah
Team costs are rising.
Software expenses are increasing.
Regulatory demands continue to expand.
Yet your fees remain what they were a year ago.
As the gap between what you charge and what you deliver widens, the quality of leads you attract declines.
Cashflow becomes less predictable.
Margin compression becomes normalised.
Left unaddressed, this pricing drift will compound.
Strategic repricing protects the long-term financial stability of the firm you have built - and will ensure your business rewards you properly.
The question is …
Will you continue to allow inflation, rising costs and hesitation to erode your personal drawings and your firm’s financial resilience - quarter after quarter?
Will you keep letting the gap between what your firm delivers and what it charges eat into your margins?
Will you continue working harder while your personal drawings do not properly reward your experience and expertise?
Why would you accept this gradual erosion of your profitability?
Predictable monthly recurring revenue that stabilises cashflow - so you no longer feel tense at the thought of checking your bank balance.
Better quality enquiries coming in because your pricing signals that you’re a market leader
Clear, structured pricing your team can confidently quote and apply, so they’re onboarding new clients without you and no longer giving billable work away for free.
Happy, long-standing clients paying your higher fees - they stayed on because they value you more than you believed.
Personal drawings that generously reward you - reflecting the scale, responsibility and expertise of the firm you’ve built.
Or…
Are you going to keep charging low fees while your best prospects engage your more expensive, less experienced competitors, your costs rise regularly, and you work harder for less reward?
Make the smart decision.
Join the Charge What You’re Worth Programme Today…
YOUR INVESTMENT: £1,500 + VAT
Your guarantee: Complete the programme in full and put the process into practice. If you do not feel you have received full value, we will either refund your money OR continue to work with you until you do
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