Price Your Services with Confidence series | November 2025
From MTD compliance to high-value advisory services
The on-demand webinar series starts by reviewing your current pricing approach, are you undercharging or hesitant to raise fees? Each week, we’ll build on this foundation, exploring new pricing models, learning how to communicate value with confidence, and mastering the process of announcing price increases effectively.
Who should watch
IFA members who want to transform their pricing approach across all services – from mandatory compliance like MTD to high-value advisory. Ideal for those ready to stop undervaluing their expertise and start charging what they’re truly worth.
Note: This is a complete 4-part series. Participants should commit to watching all sessions for maximum benefit. You will only receive CPD for the sessions you attend.
Session 1: Rethinking your pricing mindset
Date: Wednesday 5 November | Time: 12pm - 1:30pm
- Why accountants undercharge and common mistakes
- Cost-based vs. value-based pricing
- How pricing shapes client perception
Outcome: Gain confidence, overcome fear of price increases, build stronger client relationships
Session 2: Building the right pricing structure
Date: Tuesday 11 November | Time: 12pm - 1:30pm
- Pricing models: fixed, hourly, value, subscription
- MTD pricing strategies and service tiers
- Pricing new vs. existing clients
Outcome: Develop a structured model, stop improvising, make MTD profitable
Session 3: Enhancing value perception & client experience
Date: Tuesday 18 November | Time: 12pm - 1:30pm
- Psychology of pricing and perceived value
- Positioning services as premium
- Demonstrating ROI and reducing scope creep
Outcome: Communicate value, reduce discount pressure, charge higher fees confidently
Session 4: Implementing pricing changes without losing clients
Date: Tuesday 25 November | Time: 12pm - 1:30pm
- Raising fees and handling objections
- Repositioning clients onto better pricing
- Ensuring timely payment and client segmentation
Outcome: Increase prices without losing clients, handle resistance, boost profitability
How we make it actionable
- Workbooks with exercises, scripts, and templates
- Live Q&A sessions for direct feedback
- Real-world case studies
- Hands-on pricing exercises
- MTD-specific templates and positioning statements
About the speaker
Shane Lukas
Shane Lukas is Managing Director of AVN Inspiring Accountants, an acclaimed TEDx speaker and also the author of several books including the number 1 Amazon best seller, Putting Excellence Into Practice.
Shane is passionate about giving people more choice in their lives and for 25 years, he’s been helping accountants run their businesses in a better way. A way that means they can choose they type of work they do, the hours they work, the income they make and the fulfilment they get from their business (empowering them in turn to help their business owner clients do the same).
AVN Inspiring Accountants
AVN works with accountants to develop the skills and confidence to build a truly 21st century business, so they can:
- Deliver the support their clients really need
- Scale up their business without extra stress
- Focus on the type of work they love
- Develop their team so they flourish and grow
Through structured training, 1-to-1 coaching and multiple resources and software, we equip accountants with the tools, the skills, the innovation mindset and the confidence needed to meet the challenges of running a business in the 21st century.
