Raising Prices Without Losing Clients: A CPA Firm's Success Story

Setting the right price for your services can feel like walking a tightrope. How do you increase your rates without alienating your loyal clients? Can you boost your bottom line while maintaining strong client relationships? For many CPA firm owners, these questions aren't just theoretical – they're critical to the success and growth of their businesses. Today, we dive into a real-world success story that proves it's not only possible but potentially transformative for your practice.

In a recent episode of the Who's Really the BOSS podcast, Rachel and Marcus Dillon, owners of a family-run CPA firm, share their journey of transforming their pricing model. By aligning their pricing with the value they provide, the Dillons have streamlined client relationships, better communicated their worth, and optimized their practice for growth.

Let's examine how adopting a value-aligned pricing strategy can benefit your firm.

Strategic Approach to Price Increases

The Dillons successfully raised prices without losing clients using a strategic approach. They simplified their pricing process by implementing evergreen engagement letters in 2022, eliminating the need for annual renewals.

"We used to send out updated engagement letters every year with pricing to every single engagement. And that was stressful," Marcus Dillon explained. The shift to evergreen letters allowed the firm to focus on value-based pricing rather than annual negotiations.

The timing of the price increase announcement was also crucial. The Dillons announced their increases on February 15th, with an effective date of April 1st. This timing, while unconventional as it fell during tax season, was strategic. It allowed clients ample time to consider the changes and ensured that most tax work was completed before potential client transitions occurred.

Marcus emphasized the importance of regular, small increases: "Always go get a small price increase every year. If it's 3%, 5% something. That way people are always in the habit of expecting a price increase that goes along with inflation."

Transparent Communication and Client Management

Central to the Dillons' success was their commitment to transparent communication. They used QuickBooks Online to create detailed estimates that showed the full market rate for their services and a "loyalty discount" for 2024. 

"We put the year 2024 on there. That way, they could see that that reduces or goes away over time," Marcus explained regarding the loyalty discount. This transparency helped clients understand the pricing structure and set expectations for future adjustments.

Rachel Dillon was in charge of communicating the price increases to clients. "We never want to hurt the relationship of the "team of three" with the client and have to have awkward conversations," Rachel explained. So pricing almost always goes through Marcus and myself."

The Dillons used email tracking software to gauge client reactions and follow up as needed, ensuring no client felt ignored or undervalued.

Balancing Client Retention and Profitability

The Dillons' approach yielded impressive results. For Client Accounting Services (CAS), the client base decreased from 81 to 75 over three months. However, the average revenue per CAS client increased from $1,823 to $2,103. Their AIM (individual tax) service saw a similar trend, with client numbers decreasing but average revenue increasing.

The Dillons were strategic about which clients they were willing to lose. "We knew that clients under $1,000 a month under the legacy pricing are going to have to go up beyond a thousand," Marcus explained. This approach allowed them to focus on clients who valued their services and were willing to pay for the expertise provided.

They also thoughtfully handled special cases, such as clients selling their businesses. Rachel emphasized the importance of this approach: "Any time a client is going through an M&A deal, our team's hours go up. There are just more requests, more clarifications."

Overall, the firm achieved a 94.15% acceptance rate on CAS price increases by June 1st, with total monthly recurring revenue increasing by 6.46% despite client attrition. This outcome aligns closely with what Marcus calls the "80-10-10 rule": 80% of clients accept the increase, 10% have questions but ultimately accept, and 10% leave.

The Dillons learned valuable lessons from this process. "Creating capacity seems to attract more ideal clients," Rachel noted. Letting go of clients who were no longer a good fit created space for new, higher-paying clients better aligned with their service model.

It's worth noting that the process wasn't without emotional challenges. "The two to three weeks and even the week and two after we sent these out, there were tons of conversations between [Marcus] and me with our leadership team," Rachel shared. You know, just going through all the scenarios."

The Dillons also emphasized the importance of having a network of professionals to refer clients when they no longer fit the firm's service model. This allowed them to maintain positive relationships even when parting ways with clients.

The Dillons' experience shows how CPA firm owners can successfully implement price increases while maintaining strong client relationships. Their story proves transparency, clear communication, and strategic timing can boost profitability without sacrificing valuable client connections.

For CPA firm owners, the broader implication is clear: when handled thoughtfully, price increases can be a powerful tool for business growth. However, success requires a delicate balance between valuing your services appropriately and maintaining the trust and loyalty of your client base.

To gain more detailed insights into the Dillons' strategy and hear about their experiences firsthand, listen to the full "Who's Really the BOSS" podcast episode. Their story offers practical advice for any CPA firm owner considering a pricing strategy overhaul.

Remember, as a CPA firm owner, you provide valuable expertise and services to your clients. Don't be afraid to price your services accordingly. With the right approach, you can increase your profitability while strengthening, not weakening, your client relationships.