How a bookkeeping firm got its pricing confidence back and added yearly recurring revenue worth nearly 6x its coaching investment

The challenge

When we started, this firm had recently lost some clients, and a few more would leave while we worked together. At the same time, they wanted to roughly double their monthly recurring revenue after three or four flat years.

The sales co-founder was honest with me right away. She described her sales confidence as "non-existent" and told me, "I'm afraid to ask for the sale." Prices got quoted fast, usually one number based on hours. The team was at capacity, and their CRM was barely used.

They delivered a lot of value, and very little of it showed up in their prices.

Results

Three wins so far:

1. A long-time client's monthly fee went up about 3.5x when they chose a higher-level package.
2. A new monthly client signed on.
3. A salon owner said yes to a much bigger engagement. After a goals-first discovery call, we built the proposal together and offered only the higher-value choices. She accepted at about 4x what she'd paid her previous provider, plus a setup fee, well above what the firm would normally quote.

The program had paid for itself by session four. With all three wins in, the new recurring revenue comes to nearly 6x the program investment every year. Some of that is replacing the clients they lost, so the work on keeping and growing existing accounts continues.

I'm proudest of how she sells now. She runs goals-first discovery calls and sends me her recordings for feedback on her own.