One of the things we advise firms constantly: you should not price alone.
It’s easy to hear that and think it’s just a catchy phrase. But what it really means is that we are our own worst negotiators — the same reason actors and athletes have agents. You need a pricing partner.
Last week, a Renew member reached out early on a Friday morning. He had been working on pricing and a proposal for a prospect — a solid referral, meets target selection criteria, a business owner with clear pain points and a genuine need for a better CPA firm. The Renew firm had come a long way: upfront pricing, a pricing spreadsheet, engagement letters. All the right mechanics.
But the mental game was still getting to him.
He knew the head trash was just that — head trash. But knowing that doesn’t always make it stop. So he did what we encourage every Renew firm owner to do: reach out before proposing.
By mid-morning, our team had reviewed his pricing and proposal and sent back detailed feedback. The core issue was this: the proposal was too focused on inputs — the what — and not enough on outcomes — the why.
Clients rarely move CPA firms because they want tax preparation. They move because they want clarity, responsiveness, and confidence that someone is actually watching their numbers. The language in the proposal needed to lean into that.
We got on a call with him that same afternoon. Together, we reworked the framing:
By Saturday morning, there was an email in the inbox with the revised proposal attached. He called it a “double fist pump” version. The final price came in 11% higher than where he started.
The response: “Awesome. Improvement in mindset, price, and the proposal. Upwards and onwards.”
That’s the Renew flywheel in action. One email, one phone call, same day — and a stronger proposal and a better price on the other side.
Pricing is just one piece of the picture.
If you want to know where your firm really stands — pricing, services, client mix — take Renew’s free Tax Season Assessment.
It takes less than 10 minutes, and your answers contribute anonymously to the 2026 Accounting Firm Benchmark Report. Once you submit, you’ll receive The Pricing Playbook and the 2025 Benchmark Report.
