How Pricing Psychology Improves Marketing for Accounting Firms
With Guest Expert Irene Seelig of Account Groove
Pricing strategy isn’t just a numbers game—it’s a marketing tool. And if you’re in the business of building a modern, high-converting brand, your pricing speaks volumes before you ever get on a discovery call.
In this episode of the Media Books Podcast, I sat down with Irene Seelig, CEO and Co-founder of Account Groove, to talk about how accounting firms can level up their proposals and use proven pricing psychology to land premium clients. Whether you’re just launching your firm or restructuring your packages, this conversation is packed with advice to boost your marketing for accounting firms through smarter pricing and better client onboarding.
You can also watch the full episode on YouTube here.
Why Pricing Belongs in Your Marketing Strategy
If your service page is causing decision paralysis, you’re not alone. Irene explained that most accounting firms struggle to balance transparency with flexibility when it comes to pricing. And that’s exactly where marketing meets operations.
“We recommend showcasing three-tier pricing directly on your website—not just in proposals,” said Irene. “That way, it sets expectations and anchors value before the consultation.”
This strategy—known as price anchoring—starts with your highest tier and guides potential clients toward your middle option. Account Groove’s data shows that 71% of clients choose the middle or top tier when this layout is used effectively.
From a marketing perspective, this approach does two things:
Positions your firm as confident and premium.
Reduces the number of unqualified leads who can’t afford your services.
How Proposal Timing Impacts Conversion
Another key point Irene shared: the timing between your discovery call and proposal presentation is crucial.
“If you don’t schedule the proposal call right after the discovery, you’re leaving room for ghosting, decision fatigue, or price shopping.”
From a marketing for accounting firms lens, this is all about reducing friction. The smoother the buying journey, the faster someone converts from lead to client. Irene recommends:
Using pre-built proposal templates tailored to client segments.
Sending the proposal ahead of time and reviewing it live.
Linking the proposal back to client pain points identified during discovery.
This keeps your marketing aligned with your sales process, creating consistency from first impression to signed agreement.
The #1 Mistake Accounting Firms Make With Pricing
Many firms make this subtle but costly mistake: structuring proposal tiers based on business size instead of service value.
“If each pricing tier is based on revenue or number of transactions, you're boxing clients into a price instead of upselling them on value.”
Irene explains that each proposal tier should build on the previous one—not compete with it. That means:
Tier 1: Basic compliance or maintenance work
Tier 2: Add advisory or analytics support
Tier 3: Strategic planning, CFO services, etc.
This setup not only improves upsell opportunities, it reinforces the value of your services through every stage of a client’s business growth—a key principle in effective marketing for accounting firms.
Turning Services Into Solutions (and Copy That Sells)
Another gem from this episode? Don’t list services. Frame them as solutions.
Whether your niche is dentists or ecommerce startups, your copy should reflect their goals. Irene shared an example where the top-tier package was labeled “Chairside Growth” for a dental firm—speaking directly to how they work and what they care about.
This language shift is a marketing move, and it’s critical for accounting firms who want to attract the right clients without sounding generic.
Metrics That Tell You If Your Pricing Strategy Is Working
To close out the episode, Irene shared how to measure whether your pricing is doing its job. The simplest way? Watch which tier gets selected most.
“If everyone is choosing the middle tier, it’s time to raise your prices across the board.”
That’s the kind of data-driven insight every accounting firm should be integrating into their marketing and business strategy. And it’s why Account Groove provides ongoing pricing consultations—not just a proposal platform.
Final Thoughts
If you’ve ever asked yourself:
“What should I charge?”
“Should I put prices on my website?”
“How do I handle price objections?”
…this episode is a must-listen.
The future of marketing for accounting firms doesn’t start with your logo—it starts with how you price and position your services. And with tools like Account Groove, pricing becomes a growth strategy, not a guessing game.
🎧 Listen to the Full Episode
Catch the full conversation with Irene Seelig on the Media Books Podcast.
