Webinar Series: Price Your Services with Confidence – Simple Pricing Strategies That Work

From MTD Compliance to High-Value Advisory Services

The 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.

  • Format: 4 × 90-minute live lunchtime sessions (12pm - 1:30pm)
  • Dates: 5 November, 11 November, 18 November, 25 November
  • CPD hours: 1.5 per session
  • Resources: Workbooks, pricing templates, practical exercises

Who Should Attend

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 attending all sessions for maximum benefit. You will only receive CPD for the sessions you attend.

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Sessions Overview

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 

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About the speaker 

Shane LukasShane Lukas (1)

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.


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