"How to I raise my rates?"
"How do I make more money as a CPA?"
"How should I price my services?"

All part and parcel of the same great question.

From the outside, it looks like this:

1. CPAs are logical people, therefore
2. Logic says to raise rates, therefore
3. Raise rates.

But in practice, that's not what happens.

We know this, because countless CPAs undercharge for their services, despite being intelligent, logical people.

So what's really going on?

What's really going on is this:

Logic is not the thing that drives decisions.

Feelings, and feeling-avoidance, drives decisions.

Here is how actual clients price their services, raise their rates, and make more money as a CPA in real reality:

1. Deeply understand client's unmet needs.
2. Design and build service to meet that need.
3. Pilot-price service at the lower end of range, on purpose.
4. Make offer while facing fear of being turned down.
5. Reorient to reality given response.
6. ...Confidence increases, from practicing making offers, receiving yesses, and surviving no's.
7. Experience delivering higher level of value.
8. Receive positive feedback from clients excited about higher level of value.
9. Go, "OH!! Look at all the value we create in this new way of working together! Holy $HIT-Balls! This is really worth it!"

then...
10. Raise rates.

...

Raising rates, making more, pricing better... is a result of being willing to face fear, refusing to stand still in order to avoid rejection, and by actively building confidence.

Raising rates isn't a result of logic.