A while back, I wrote about 6 reasons it's good for your clients to charge them more. 
You can find the series here.

Also remember this order of operations:
Circumstance
Thought
Feeling
Action 
Result

...

A common thought that prevents CPAs from raising prices is, "But my prospects will think that it's too expensive!"

It makes sense to think this thought, especially if you would never pay your prices. 

And it makes sense that you would never pay your own prices, because you already know how to do the thing you're selling. 

Of course you wouldn't buy your services at your prices. 

But you are not your prospects.

So when you think, 
"I would never buy my services at these prices. That's expensive!"

Here is how that model would flow:

Circumstance  =  You raise prices by 50%

Thought       =     "That's expensive!"

Feeling      =       Nervous, slightly ill, not fully confident

Action        =       In your discovery meeting:

• don't dig into and illustrate the value your service provides

• hurry the meeting along

• rush through conversation about which deliverables are and are not included

• don't notice or choose to ignore that the prospect is not keeping up with you

• don't inquire and listen deeply to what the prospect really needs and is trying to accomplish

• deliverables don't fully match what the client needs to solve their problem

Result  =   Prospect doesn't see the value and how it matches up to the price. She hears the price and thinks, "That's expensive!"


...
Consider:
One way or another, your thoughts end up in your results. 

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