Webcast: Pricing on Purpose: The Eight Steps to Implementing Value Pricing (CAPPVP16)
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When: 12/9/2016
8:30 AM until 4:00 PM
Where: Webcast
United States
Presenter: Ronald Baker

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Acronym CAPPVP16
CPE 8 hours
Vendor CalCPA
Level Basic
Yellow Book No
Prerequisite None
Who should attend Owners, partners, managers or any executive responsible for pricing.
Members $245
CPA Non-Members $375

The Member rate applies to LCPA members, reciprocal state society members, and non-CPA staff of LCPA members. To register online, use the ‘Register’ button above. To register by phone, call the LCPA Member Service Center at 800.288.5272 or 504.464.1040, Monday through Friday, 8am to 5pm.


A business is defined by the value it creates for its customers and your price speaks volumes about your value proposition. Yet, an overwhelming majority of professional firms price their services by the flawed and outdated hourly billing method rather than realizing clients don’t buy time; they buy value. Learn about selling intellectual capital with pricing based on the outcomes and value it creates, not the cost or time it took to deliver.

Price is the marketing moment of truth and the No. 1 driver of profitability in any business. Learn how to price on purpose.

Materials are provided as an ebook.


Upon completion of this course, particiapants will be able to identify the steps to implementing value pricing:

  • Having the value conversation with clients.
  • Pricing the customer, not the services.
  • Developing, pricing and presenting options.
  • Fixed-price agreements, pricing objections, project management, change requests, change orders and pricing after action reviews.


  • First and second law of pricing and how they influence your pricing decisions.
  • How the anchoring and framing effects influence pricing.
  • What and how people buy.
  • Handling price objections.
  • Proper project management.
  • Facilitating a pricing after action review.
  • Importance of price psychology and emotions.
  • Why your firm should offer a value guarantee.
  • How hourly billing is a sub-optimal pricing strategy.