A six-week online course for accountancy and professional firms
Knowing how to recognise and articulate value is what makes the difference. It matters on your way to partner. And… when you get there, it's critical for you and your team.
From Terry
Clients are reading that AI should make professional work cheaper. Recognising and putting across your value is a skill, and like any skill, it improves with training.
Before you choose any training
Whether it is for yourself or your team, these are the questions that decide whether training is worth the time. Here are our answers.
Question 1
Selling value has always been hard. With AI, it is only getting harder.
So ask yourself: how confident are you that you and your team will explain your real value when a client pushes on fees? If the answer is very confident, you don't need this course.
KPMG asked its own auditor for money off, arguing AI should make the work cheaper.
Question 2
Almost every firm we have worked with has kept using our training, and most alumni still use the techniques and practices. So yes.
It is built on one clear idea, the P/V Formula, practised on your own clients and quotes in small groups of up to 10.
25 years training client-facing people, from Big Four partners to independent practices.
Question 3
The training gives insight into the psychology of how clients buy, and the techniques are practical and effective. Together they create a cycle of competence and confidence that builds lasting habits.
Practice between sessions, an optional weekly clinic and monthly alumni sessions keep it going.
A former partner still remembers the watch scenario from a course eleven years ago.
Question 4
For the firm: one fee held at its proper level, one piece of scope creep charged for, or one discount not given can cover the cost many times over. And remember, this is a skill for life, so the return compounds year on year.
For the individual: what impact would it have on your career to regularly win business at the right fee, and to deal confidently with fee pushback, so you keep both the relationship and the margin?
One former partner's London office grew by over 30%, with gross profit more than four times higher.
The problem
There are four ways professionals hand money to their clients. Only the first is obvious.
The one everyone recognises. The client asks, and the fee comes down.
Cutting the fee before the client has said a word, because you expect pushback. The more pushback you expect, the bigger the cut.
The work grows and the fee doesn't.
Expert's disease: being so keen to help that you give away the very thing clients should pay for.
None of these shows up on a report. There is no record of the fee you chose not to quote.
The method
Every fee conversation is a balance between the price and how much value the client sees.
P = V
Price and perceived value are in balance. The fee feels fair.
P > V
Price is higher than the value the client sees. They push back, and most people's instinct is to cut the price.
Increase V
The better move. And the key word is perceived: what you say, and how you say it.
Value sits in six layers. Most people only ever talk about one or two of them.
Does it last?
The real test is whether people are still using it years later.
“I attended a number of Terry’s pro-sell training days in my early years as a partner. I still use a number of the tips and techniques he taught us then (20 successful years later)”
“You gave a selling value course to [our] London team about 11 years ago and I was reflecting and remembering how brilliant it was … I remember the notion of value and still remember the hypothetical scenario of selling a watch! … [the firm] had the highest proportional organic growth in 2024 in the UK … and my own growth in the London office was over 30% and gross profits more than 4x in the period I led it.”
Former PartnerUK accountancy firm, now in Australia
“Terry has delivered a number of selling the value courses for me over the years and each time he has always delivered a top class experience with plenty of development and learning opportunities for the delegates. I would not hesitate in recommending him”
Danny HoughtonPartner, MHA
“Terry is very knowledgeable and demonstrates his creditability by giving real life examples of when his techniques have worked resulting in winning new business. The programme I attended was professionally written and delivered in stages of the sales process. Throughout the process he gave practical and insightful input whenever asked. I would not hesitate in recommending Terry and his organisation.”
CEOWealth management arm of a top-10 accountancy firm
Two ways in
For partners and firms
Put two or three people on the January course, or run it in-house for a larger team.
For firmsFor managers and directors
Quote with confidence, handle pushback well, and be the person partners trust with the client.
For individualsFree live events
Bookings for the January course open at the end of each.
For partners and practice leaders
Where margin is quietly being lost, why it is getting worse, and what changes when your people can put their value across with confidence.
For managers, senior managers and directors
For people who quote fees and talk to clients about them, and want to do it with more confidence as their career moves on.
Thirty minutes on Zoom, at a time that suits you. We'll talk about what is happening in your fee conversations, and whether the course is right for you or your team.