Accounting professionals often create significant value for clients, yet many continue to rely on pricing approaches that do not fully reflect the impact of their expertise. This course explores practical methods for pricing, packaging, and presenting advisory services based on client outcomes rather than hours worked.
Participants will evaluate frameworks for measuring value through revenue opportunities, cost reduction, risk mitigation, and capacity improvements. The course also examines situations where advisory value is already being delivered through client interactions and provides guidance on appropriately structuring and pricing those services. Participants will learn how to develop outcome-focused proposals, communicate return on investment, and create mutual accountability throughout the engagement process.
Publication Date: August 2026
Topics Covered
- Lesson 4.1: Pricing Advisory Services
- Limitations of hourly billing and outcome-based pricing
- The advisory pricing spectrum
- The 3x to 5x ROI pricing framework
- Four value categories: cost reduction, revenue opportunity, risk mitigation, time and capacity
- The Silent Discount
- Transitioning clients to recurring advisory relationships
- Lesson 4.2: Proposal Strategy
- Outcome-focused versus deliverable-focused proposals
- Five-section advisory proposal framework
- Three-conversation advisory process
- Building effective Mutual Action Plans
- Communicating ROI and value within proposals
- Common proposal mistakes and how to avoid them
Learning Objectives
- Differentiate between hourly, project-based, value-based, subscription, and retainer pricing approaches for advisory engagements.
- Apply the four value categories of cost reduction, revenue opportunity, risk mitigation, and capacity when determining advisory engagement value.
- Calculate and evaluate advisory pricing using the 3x to 5x client ROI methodology.
- Assess when advisory engagements should transition from project-based engagements to subscription or retainer models.
- Identify advisory services being delivered within compliance engagements and distinguish between value-added activities and separate advisory opportunities.
- Construct advisory proposals using a five-section framework.
- Apply the three-conversation process of Discovery, Framing, and Proposal Review.
- Develop Mutual Action Plans that establish ownership, commitments, and timelines.
Level
Basic
Instructional Method
Self-Study
NASBA Field of Study
Specialized Knowledge (1 hour)
Program Prerequisites
None
Advance Preparation
None
Instructor
Nate Nasralla
Nate Nasralla is a seasoned go-to-market advisor who has architected the complex selling motions behind major brands like OneStream, Autodesk, and many others. He's also a 2X software founder, 3X enterprise sales leader, and the bestselling author of the books Selling With and Brief & Brilliant. Currently living in Denver, Colorado, he loves laughing with his wife and kids, eating dark chocolate, and running the Rocky Mountains.