You need to know two things to effectively price the services your firm offers. You need to know your competitors’ prices, and you need to know what differentiates your offerings from those of your competitors. It also helps if you can talk a good smack game about them. All of this information is available to you through the art of mystery shopping. In this webinar, Greg and his guests will take a detailed look at the tax and review work performed by a Top 100, regional CPA firm. They will discuss the firm’s actual pricing, and they will discuss the value delivered to the client from the client’s perspective. Spoiler: Greg was the client. (But the identity of the firm won’t be revealed. It’s like the Masked Singer, but for accounting.)

Learning Objectives:

• Determine what a large regional CPA firm charges for its tax and assurance work.


• Identify what value the customer received for the fees paid for their tax and assurance work.


• Identify how to create a value price based on your clients’ next-best alternatives.