A business is defined by the value it creates for its customers. Your price speaks volumes about your value proposition, more so than any other component of your firm's marketing. Yet, an overwhelming majority of professional firms price their services by the flawed hourly billing method. This method is outdated, suboptimal, and driving the best and brightest out of the profession. While CPAs serve noble callings, the predominant method of pricing for their services is not worthy of them. There is a better way.
This webinar will demonstrate a superior business model to price for professional services: selling intellectual capital with pricing based on the outcomes and value it creates, not the cost or time it took to deliver. In other words, transforming, like a chrysalis, from a Professional Service Firm to a Professional Knowledge Firm.
Customers don't buy time; they buy value. Firms with a better understanding of value will have an enormous competitive advantage in attracting both customers and team members.
Ronald J. Baker started his CPA career in 1984 with KPMG’s Private Business Advisory Services in San Francisco. Today, he is the founder of VeraSage Institute—the leading think tank dedicated to educating professionals internationally—and a radio talk-show host on the www.VoiceAmerica.com show: The Soul of Enterprise: Business in the Knowledge Economy. As a frequent speaker, writer, and educator, his work takes him around the world. He has been an instructor with the California CPA Education Foundation since 1995 and has authored fifteen courses for them, including: You Are What You Charge For: Success in Today’s Emerging Experience Economy (with Daniel Morris); Alternatives to the Federal Income Tax; Trashing the Timesheet: A Declaration of Independence; Everyday Economics; Everyday Ethics: Doing Well by Doing Good; The Best Business Books You Should Read; Pricing on Purpose: Creating and Capturing Value; Measure What Matters to Customers; and Innovating Your Business Model. He is the author of six books, including: Professional’s Guide to Value Pricing; The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, co-authored with Paul Dunn; Pricing on Purpose: Creating and Capturing Value; Measure What Matters to Customers: Using Key Predictive Indicators; and Mind Over Matter: Why Intellectual Capital is the Chief Source of Wealth; and his latest book, Implementing Value Pricing: A Radical Business Model for Professional Firms.
Ron has toured the world, spreading his value-pricing message to over 110,000 professionals. He has been appointed to the American Institute of Certified Public Accountant’s Group of One Hundred, a think tank of leaders to address the future of the profession; named on Accounting Today’s 2001, 2002, 2003, 2004, 2005, 2006, 2007, 2011, 2012, and 2013 Top 100 Most Influential People in the profession; voted number six and nine of the Top ten Most Influential People in the profession in 2012 and 2013; selected as one of LinkedIn’s 150 Influencers; and received the 2003 Award for Instructor Excellence from the California CPA Education Foundation. He graduated in 1984, from San Francisco State University, with a Bachelor of Science in accounting and a minor in economics. He is a graduate of Disney University and Cato University, and is a faculty member of the Professional Pricing Society. He presently resides in Petaluma, California.