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ICYMI
Pricing is one of those conversations nobody loves having, but everyone has to. And it's one of the topics you've told us you want more of. This past month, our writer Lauren Ward spoke with Debra Kilsheimer, an accountant and public speaker, about why most firm owners don't have a pricing problem… they have (gulp) a courage problem.
She also spoke with Angie Toney, a tax advisor and firm owner, about what it actually looks like to stop being the person who files the return and start being the advisor clients call before they make a decision. Both conversations stuck with us, and we think they'll stick with you too.
- Bianca Prieto, editor
P.S. We want the Net Gains to cover the stories and topics that matter most to you. Hit reply and let us know what you want more of! We read every note.
The shift that turns a tax client into a long-term advisory relationship starts with one question
Expert: Angie Toney, CEO, Oasis Tax Advisory Services; Founder, The Executive Touch
Toney says the first move for firm owners who want to do advisory work isn't adding a new service. It's stopping seeing themselves as "the person who files the return."
The pivot: lead with questions about goals, not forms and deadlines. What are they building? What keeps them up at night financially? The best strategy isn't always the most sophisticated one. If the client won't maintain it, it becomes a liability.
For firms that want to grow beyond compliance, Toney recommends documenting your advisory thought process and doing case-based learning with staff, so strategic judgment can be developed across the team, not just held by the owner.
Your pricing problem isn't your rates. It's your courage
Expert: Debra Kilsheimer, accountant & public speaker, DEBLiberate
Kilsheimer says most firms don't have a pricing problem. They have a measurement problem that hides a courage problem. Tracking hours and realization rates was built for an era when effort equaled value. It doesn't anymore.
The fix: stop describing what you do and start articulating what changes for the client. Clients don't buy reconciliations. They buy clarity, control and fewer surprises. Before quoting anything, she says, answer one question: what changes in their business because you showed up? If you can't say it clearly, you're guessing on price. And when it's time to raise fees, lead with confidence, connect it to outcomes and stop talking. No long apologies, no defensive tone.
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QUICK HITS
Seth Anderson runs a deliberately tiny tax firm (three full-time, three seasonal, no bookkeeping, no payroll) and says the chaotic firms he sees are the ones that never decided what kind of practice they actually wanted to be. → An intentionally small firm that wins
Kimi Green of Sam's List has matched 5,000+ business owners with accountants and says clients care far more about "vibes" and reviews than your tech stack. AI search is about to make your review profile your most important marketing asset. → Clients want an accountant who 'nerds out' on their numbers
You’re all caught up!
We hope you enjoyed this month's roundup. And hey—if you've been reading the Net Gains for a while and think your story is worth telling, we'd love to hear from you.
Lauren is always looking for firm owners who are doing things a little differently. A few topics on our radar right now: niching down (and what you gave up to get there), hiring your first employee, navigating AI without losing your clients' trust, and what it actually took to raise your prices. Sound like you? Hit reply and introduce yourself.
