One of my Mastermind members recently shared a story that stopped me in my tracks—not because it was unusual, but because it’s the exact moment every successful tax professional must face (plus it made very proud).
She met with a prospective client for fractional controller services. On paper, it was perfect: a former boss who knew her work, familiar processes, guaranteed income for three to six months. Easy money, right? Especially when she is trying to start a brand new tax firm.
Then came the pricing conversation.
Her rate: $250 per hour. His expectation: $45-$50.
That’s not a negotiation gap. That’s a fundamental misalignment of value.
Here’s where most practitioners stumble. The voice in your head whispers all the “reasonable” justifications: It’s guaranteed work. I already know the systems. It would be so easy to just say yes. It is money/cash today that I need.
But she didn’t.
She recognized something profound in that moment—her desire to please people and work with everyone could have sabotaged everything she was building. Three to six months of underpriced work would have meant three months of NOT building the practice she actually wanted.
This applies to every service you offer.
Whether it’s a tax prep client pushing back on your $500 return fee, a bookkeeping prospect expecting $25 per hour work, or a resolution case where someone wants champagne service on a beer budget—the principle remains identical.
You get to choose.
You choose the practice you build. You choose how you spend your time. You choose who you work with and at what price. Not your clients.
Notice I said “choose,” not “hope for” or “settle for.”
When you accept work at rates that don’t serve your goals, you’re not being flexible or client-focused. You’re actively building the wrong practice. Every hour spent on underpriced work is an hour unavailable for the clients and services that actually move you forward.
My mastermind member concluded her message with something that made me incredibly proud: “So thank you for your support and your mentorship. I’m learning so much and I’m finally starting to believe in myself and my ability to build this practice.”
That belief didn’t come from saying yes to easy money. It came from having the courage to say NO.
So here’s your homework: The next time a prospect has “sticker shock” at your rates, resist the urge to negotiate against yourself. Instead, wish them well and protect your vision. That is assuming you cannot explain in better words the value you bring to the table. Don’t try too hard, though. If they don’t see it right away, it is not very likely you will get them to see it later.
The right clients—the ones who value your expertise—are waiting. But they can’t find you if you’re buried in work that was never meant for you to do.
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Here’s to working smarter, not harder!
And a brighter future for your tax practice!
If you want to know more consider joining the Tax Resolution Academy® by clicking this link to earn your Certified Taxpayer Representative™ (CTR™) certification
I hope this helps.
If you have any questions, please reach out to us.
I would love to hear your thoughts, challenges, and successes in writing your very own book.
Have a GREAT day,
Cordially,
Dan
Dan Henn, CPA, CTR™
Co-Founder, Tax Resolution Academy®
Managing Member
Tax Pro Academy, LLC
P.S. Want to learn more about the Tax Resolution Academy®, go to https://community.taxresolutionacademy.com.
P.P.S. Check out our CPE classes here! Click the link to Follow our page and you will be notified when we release new classes.
