The Practicing Accountant

57. Why Value Pricing Is No Longer Optional (Thanks to AI)

In this episode of The Practicing Accountant, Doug and Dan dive into why value-based pricing is becoming essential—not just smart—in the age of AI. Doug shares a real-world coaching story of a firm shifting from hourly billing to fixed-fee pricing and how it paid off after just two months. They also break down how AI agents are already reshaping bookkeeping and monthly close workflows, and what small firm owners need to do right now to avoid falling behind.
You'll learn:
The difference between fixed-fee and true value-based pricing (and why it matters)
How to handle “scope moments” and get paid for out-of-scope work without guilt
Why AI is already cutting hours—and revenue—out of traditional workflows
What small firms can do to adapt and thrive, including adding value through relationships and advisory services
🔧 Bonus: Doug and Dan also introduce their free Value-Based Pricing Calculator, built to help you stop guessing and start pricing with confidence.
👉 Download it now at www.thepracticingaccountant.com/vbp
If you found this helpful, please like, share, and follow for more episodes on how to run a more profitable, future-ready accounting firm.

56. The AI Shift Is Already Here — Is Your Firm Ready?

AI isn’t coming for your firm — it’s already here. In this episode of The Practicing Accountant, Doug shares a real story from inside a Top 60 firm that’s now using AI agents to fully automate the month-end close. He and Dan break down what this means for SOHO (single-owner, home office) firms and why most accountants are completely unprepared for what’s coming.
If you think you still have years before AI affects your pricing, staffing, or margins — think again. Doug and Dan talk through the two paths forward: volume or value. Big firms will win the volume game. But SOHOs still have a massive opportunity — if they start acting now.
Topics covered:
What AI agents are and why they matter (now)
How much time (and margin) bookkeeping firms stand to lose
Why billing by the hour is a ticking time bomb
What it really means to become an “advisor”
How to start planning for a future where AI does the transactional work
The “Plan B” every small firm needs
👉 If your business relies on doing what AI is about to do faster, better, and cheaper… you’ve got decisions to make. The good news? There’s still time to shift.
📩 Get on the newsletter for resources, updates, and upcoming programs: ⁠https://www.thepracticingaccountant.com⁠
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55. Why Accountants Struggle to Raise Prices (and How to Fix It)

In this episode of The Practicing Accountant, Doug and Dan dig into the results of a recent poll that asked accountants: What's stopping you from raising your prices? The answers may not surprise you—but they should motivate you.
They break down the top reasons firm owners avoid charging more: fear of losing clients, not knowing how to justify their price, feeling bad for charging more (seriously), and being too busy to even think about it. The guys explore why this happens, the psychological baggage accountants carry, and most importantly, how to overcome it.
They share real strategies to help you break the cycle:
Why "feeling bad" is holding back your business
How to stop being a commodity and start being valued
What to say when clients ask for an explanation
How to test higher prices (without risking your whole firm)
And the mindset shift that changes everything
🔥 Whether you’re buried in 1040s or managing a full client roster, this episode is your reminder that you have pricing power—if you know how to use it.
✅ Want to test pricing or rethink your model? We’re offering free coaching sessions recorded anonymously (or publicly) for the podcast. Sign up here
🔗 More resources at: https://www.thepracticingaccountant.com📱 Join our Facebook Group: Click Here
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54. Transitioning to Value-Based Pricing & The Future of Advisory

March 15th (17th) is behind us, and April 15th is looming. In this episode of The Practicing Accountant, Doug and Dan break down two major conversations: how firms are transitioning from hourly to value-based pricing (with real-world results) and why now is the time to solidify your role as an advisor before AI disrupts transactional accounting work.
What we cover in this episode:✔️ Why moving to fixed fee/value-based pricing is paying off for firms (real data from January & February)✔️ The biggest challenge when switching from hourly to fixed fees (and how to overcome it)✔️ Why realization rates don’t matter anymore—focus on profit instead✔️ The new challenge for accountants: How do you become an advisor?✔️ Why transactional services will be replaced by AI—and how to protect your firm✔️ The #1 way to solidify client relationships so they never leave✔️ The real meaning of “coaching” and why most “coaches” for accountants are full of 💩
💡 NEW! Get Free Coaching on the PodcastWe’re inviting firm owners to join us for a live coaching session (recorded for the podcast). Bring your biggest challenge—whether it’s pricing, scaling, client management, or something else—and we’ll work through it with you. If you're interested, click here to sign up
📢 Connect with Us:Join our Facebook group for firm owners
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53. How to Fix Busy Season Burnout: Pace, Pricing, and Priorities

It’s crunch time—less than 40 days until the April 15th deadline. In this episode of The Practicing Accountant, Doug and Dan break down the biggest themes they’re seeing in the accounting world right now, from unproductive busy season habits to why pricing is the real root of your stress.
What we cover in this episode:✔️ Why so many accountants are stuck in an unproductive pace right now✔️ How overwhelm leads to paralysis and what to do about it✔️ The easiest way to get out of the “thinking trap” and start taking action✔️ How to make sure you never experience this level of burnout again✔️ The ultimate pricing test—are you charging enough?✔️ Why raising your rates won’t scare away most of your clients (and will actually make your firm stronger)✔️ The hard truth—if you’re miserable this season, it’s because of the choices you made
💡 NEW! Get Free Coaching on the PodcastWe’re inviting firm owners to join us for a live coaching session (recorded for the podcast). Bring your biggest challenge—whether it’s pricing, scaling, client management, or something else—and we’ll work through it with you. If you're interested, click here to sign up
📢 Connect with Us:Join our Facebook group for firm owners
👉 If this episode hit home for you, make sure to subscribe, leave a review, and share it with your network!

52. The Future of Cannabis Accounting with DOPE CFO's Raymond Guns

In this episode of The Practicing Accountant, Doug sits down with Raymond Guns, CPA, to discuss the evolving cannabis industry and how accounting professionals can carve out a niche in this rapidly growing market. Raymond shares his journey from public accounting to finance and ultimately to DOPE CFO, where he helps CPAs and cannabis business owners navigate this complex industry.
What we cover in this episode:✔️ How CPAs can transition into specialized industries like cannabis✔️ The unique challenges of cannabis accounting and tax compliance✔️ The importance of niching down and how it leads to pricing power✔️ The growth of the cannabis market and future opportunities for accountants✔️ Raymond’s insights on finance, entrepreneurship, and capital management in the cannabis space✔️ Why finding work that aligns with your authentic self is key to long-term success
Connect with Raymond Guns & DOPE CFO:🔗 Website for accountants: https://www.dopecfo.com/🔗 Website for cannabis business owners: https://www.dopecfo.us/📧 Email: raymond@dopecfo.com
For more episodes, insights, and resources for firm owners, visit The Practicing Accountant.
If you enjoyed this episode, be sure to subscribe, leave a review, and share it with your accounting community!

51. The Scaling Dilemma: When Clients Expect You, But You’ve Grown Beyond That

We’re at halftime in busy season, and some accountants are losing their shit. The stress, long hours, and client demands are piling up, and it’s time to reassess what’s working and what isn’t.
In this episode, Doug and Dan tackle a common struggle for growing firms:
Clients resisting change when they no longer get direct access to the owner
The tradeoff between high-touch service and scaling profitably
Why pricing should reflect the level of access clients receive
The inflection point where accountants have to choose between working harder or working smarter
How to reset client expectations and implement pricing tiers that reward your time
If you’ve ever felt torn between providing personal service and growing your firm, this one’s for you.
👉 Tune in and start building a firm that supports the business—and life—you actually want.
🔗 Download our free resource on Value-Based Pricing: www.thepracticingaccountant.com/VBP

50. Why Your Firm Needs a Private Equity Mindset (Even If You’re Staying Independent)

Doug and Dan dive into the idea of running your firm with a private equity mindset—not because you’re looking to sell, but because it’s the best way to build a profitable, sustainable business. With private equity firms rapidly acquiring accounting firms, those who want to remain independent need to think and operate like an investor.
In this episode, they discuss:
What a private equity mindset actually means for accountants
Why firms that embrace efficiency, profitability, and advisory services will thrive
The dangers of running a firm without a strategy (aka saying yes to everything and hoping for the best)
How small firms can take lessons from PE-backed firms—without the outside investors
Whether you're looking to scale, maximize profitability, or just run a better firm, adopting this mindset will set you up for success.
👉 Tune in and start thinking like an investor in your own business.
🔗 Download our free resource on Value-Based Pricing here: www.thepracticingaccountant.com/VBP

49. Breaking Free from Hourly Billing: Value-Based Pricing vs. Subscription Models

In this episode of The Practicing Accountant, Doug and Dan dive into the ongoing debate between value-based pricing and subscription-based models, breaking down the pros and cons of each. They explore why hourly billing is becoming obsolete—especially with the rise of AI and automation—and discuss how firms can move toward more profitable and scalable pricing structures.
Doug shares insights from a colleague who shifted from value pricing to a subscription model, explaining the challenges of continuously justifying value year after year. Meanwhile, Dan highlights how their firm blends both approaches, using value-based pricing for onboarding and cleanup while maintaining a subscription for ongoing services. They also discuss the importance of pricing transparency, efficiency, and ensuring clients see the real impact of their accountant’s work—not just a list of tasks.
If you’re ready to stop trading time for money and start pricing your services based on impact, check out our free white paper on value-based pricing at ⁠The Practicing Accountant⁠.

48. Breaking Free from People-Pleasing and Embracing Value-Based Pricing

In this episode of The Practicing Accountant, Doug and Dan tackle two critical topics for accountants: breaking the cycle of people-pleasing and mastering value-based pricing. They kick things off with a list of actionable strategies to help accountants reclaim their time and authority, from setting better boundaries to confidently communicating pricing without apology.
The conversation then shifts to refining the value-based pricing formula introduced in the last episode. Doug and Dan dig deeper into calculating pricing based on the tangible benefits delivered to clients, how to account for perceived value, and when to justify a premium over competitors. They also address common challenges, like overcoming client objections and resisting the urge to compete solely on price.
Whether you're tired of over-accommodating clients or looking for a structured way to price your services more profitably, this episode is packed with insights to help you level up your firm.
For more resources, visit The Practicing Accountant.