The danger of “It only took five minutes…”

I hear this from CPAs constantly:

“I saw a way to save the client $50,000. It only took five minutes. So… I can’t really charge much for that.”

Some version of this shows up every week.

And every time, I think: Of course it only took five minutes.
You’ve been training for those five minutes for two decades.

But the part that trips people up is this tiny hidden equation:

Five minutes = small price.

This thought costs you a lot of money.

When you make minutes the anchor, you automatically shrink the value of the thing you actually did: solve a $50,000 problem.

The minutes are the least interesting part of the story.

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Do you sometimes revert to pricing relative to minutes?
Probably :)
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