Pricing on Purpose: The Eight Steps To Implementing Value Pricing

Course Details


Tuesday, November 5, 2019

6:30am – 2:00pm
(Registration: 6:00am)

Field of Study


Course Number


CPE Credit

8.0 hours CPE credit

Level of Knowledge



CalCPA Education Foundation




Learn about selling intellectual capital with pricing based on the outcomes and value it creates, not the cost or time it took to deliver.

A business is defined by the value it creates for its clients; your price speaks volumes about your value proposition. An overwhelming majority of professional firms price their services by the flawed and outdated hourly billing method rather than realizing clients do not buy time; they buy value.

Price is the marketing moment of truth and the number one driver of profitability in any business. Learn how to price on purpose.

Materials are provided as an ebook for this course.


  • First and second law of pricing and how they influence your pricing decisions.
  • How the anchoring and framing effects influence pricing.
  • What and how people buy.
  • Handling price objections.
  • Proper project management.
  • Facilitating a pricing after action review.
  • Importance of price psychology and emotions.
  • Why your firm should offer a value guarantee.
  • How hourly billing is a suboptimal pricing strategy.


  • Having the value conversation with clients.
  • Pricing the customer, not the services.
  • Developing, pricing and presenting options.
  • Fixed-price agreements, pricing objections, project management, change requests, change orders and pricing after action reviews.

Designed For

Owners, partners, managers or any executive responsible for pricing.

Registration for this course has passed.

Course Pricing

Member Fee

Applicable if you are a HSCPA member in good standing.

Non-Member Fee

Applicable if you are not a HSCPA member.

Your Price $375.00

CPE Choice

Learn more about CPE Choice.
This course does not qualify for CPE Choice.

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