From Value Pricing to Pricing Value

Introduction

It is impossible to attend a conference, read an article, or participate in a social media forum where value pricing is NOT one of the leading topics of conversation among accountants. In fact, many of you have been debating the economic virtues and best practices to implement it for years, if not decades.

Here is the problem—there is a reason why value pricing has been talked about for ages but so few accountants have actually implemented it. Inherent in the phrase “value pricing” is a subtle sleight of hand or misdirection…

The simple structure of the phrase “value pricing” unconsciously predisposes you to focus most of your attention on the word “pricing,” and that has been your single biggest mistake. It has inadvertently caused ...