The pricing of accounting services is a big concern and it should be. My definition of pricing services properly is that if, at the end of the year, you've made your living, funded your retirement account, and had money left over to maintain and build your infrastructure, you're pricing your services OK. If you have something left over after that, then good for you, you are doing it right and you should enjoy that profit. But the minimum is the first three things.
I get frequent calls about this. My advice is to increase fees at a uniform percentage to make up for the shortfall going forward. Here is how to go about this.
The first step is to calculate the shortfall. By way of illustration assume you are grossing $250,000 and have a $30,000 shortfall. $30.000 ÷ $250,000 = 12%. This means your fees need to be increased 12% in total. This assumes these are your numbers for the current year. If these are last year's numbers, then project your shortfall for the current year and use that.
The second step is to increase the fees for every client immediately by 12%. If you have contracts, you might not be able to do this, but if you have an arrangement that doesn't lock you into a price no matter what, then increase those clients, which should be most of your clients. If the contractual fees are substantial, then factor that in and you might need a larger percentage increase than the across-the-board calculation.
The third step is to start contacting your larger or more important clients. Start with them but plan on contacting every client. I personally call everyone. They all pay your salary, so make the call. If they were a new client, you would do somersaults to get them. Here, all you need to do is call them. I suggest telling them something similar to this:
"I regret that I have to increase my fees with you. My overall fees are too low and I am not making what I need to provide my living, fund my retirement account and have sufficient funds to maintain my practice with needed maintenance, technology changes and technical update notifications. Accordingly, as much as I hate to do this, I am forced to increase the fees for all of my clients 12% effective the first of next month. This is not something I like to do, but I have to do it so I can continue the level of services my clients are accustomed to and deserve. This is the only way that makes sense. I know you will understand, and if you want to think about it and have another discussion, please call me. I appreciate you being a client and know we will continue our successful collaboration."
I used an illustrative amount, but this method works for any size practice, from a solo to a large multioffice practice. The reality is that if there is a shortfall, this needs to be done.
Alternatives like getting more business is a way to grow your practice, but at your present level with the shortfall from your established clients and existing workload, the issue isn't growth but maintaining the status quo. Being immersed in tax season means now is not a good time, but neither is any other time. Delaying this inevitable action will just make the situation worse. You are a businessperson and need to act like one and your revenues need to reflect this.
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