Do You Deliver More Value Than Your Clients Recognise?

Why Capable Accountants Often Earn Less Than The Value They Deliver

Most accountants don’t struggle with this because they lack technical skills, professional judgement or experience. They struggle because there’s a gap between the value they deliver and the value that’s recognised by their clients when decisions are being made.

That gap shows up later as fee pressure, scope creep and under-earning - even in firms that are busy, highly regarded and technically strong.

Watch the 15 minute video to understand where this gap opens up - and why it keeps repeating.

Does This Sound Familiar?

You do solid work. Clients trust you. The working relationship feels good.

And yet…

Fees feel harder to justify than they should
Fee discussions feel more exposed and pressured than they ought to, given the value involved
Project scope expands gradually, often without a clear conversation
Clients question value after agreeing the work
Extra insight gets delivered but is never quite priced in
Meetings feel productive, but don’t always translate commercially

None of this happens dramatically. It shows up quietly, over time, across different clients and different situations

What’s Really Going On?

When this pattern repeats, it’s tempting to put it down to pricing, confidence or the type of clients you attract. In reality, something more structural is usually at play.

The issue is that not all of the value is being recognised in the conversation itself — particularly when the discussion moves toward decisions, recommendations or fees.

When that happens, the fee often becomes the most exposed part of the conversation, because the value of the work hasn’t yet been established clearly enough to support it.

The work is technically strong. The insight is there. But in the client conversation itself, not all of that value lands.

That difference is what we refer to as The Commercial Value Gap.

Most experienced accountants recognize these symptoms but they completely misdiagnose the root cause...

Why This Matters More Today

In recent years, much of the technical, compliance-based work has become easier to automate and compare.

Clients expect systems and software to handle the basics efficiently.

As a result, the value of an accountant increasingly shows up in interpretation, judgement, and guidance - not just output.

When that value isn’t fully recognised in the conversation, the gap widens.

And once the gap is there, it rarely narrows on its own.

What The Video Will Help You See

Where the Commercial Value Gap typically opens up
Why capable accountants tend to improvise in key moments
How value gets lost in dialogue without anyone realising
Why “fixing” fees downstream rarely works

This video is designed to help you see where value is being lost in real client conversations - and whether a more deliberate way of recognising and anchoring that value would make a material difference in your practice.

When The Commercial Value Gap is closed, everything changes. But most firms accidentally open it in the opposite direction...

Watch The Short Video

If this has struck a chord, the next step is simply to watch the video and see whether it reflects what’s happening in your own practice.

There’s no obligation and no commitment.

Just a chance to understand whether the Commercial Value Gap is present - and what that means for you.

This isn't about 'value-based pricing', 'raising your rates' or 'selling advisory'.

It's about something more fundamental that most firms miss entirely."

The video runs for around 15 minutes and is designed to be watched in one sitting. It offers a clear explanation of a pattern many accountants recognise, and gives you the space to decide what (if anything) you want to do next.

Frequently Asked Questions

1. How long is the video?

It’s around 15 minutes long. It’s designed to be watched in one sitting.

2. Who is this video for?

It’s for client-facing accountants who deliver real value and want a clearer understanding of why fees and scope don’t always reflect that value in practice.

3. Do I need to prepare anything beforehand?

No preparation needed. The video is designed to be watched as-is, based on situations most accountants already recognise.

4. What happens after I watch the video?

At the end, you’ll have the option to book a short call to sense-check whether the ideas in the video are relevant to your practice. There’s no obligation to take things further.

This Video Gives You:

Clarity around what’s been missing in your client conversations
A practical way to think about value before pricing comes up
A more controlled, professional starting point for future discussions

The video begins by recognising the discomfort many accountants feel around leading client value related conversations, then gently helps you to understand what’s actually causing it. You’ll be guided through the idea at a steady pace, with space to reflect - not pressure to act.

If you want a calmer, clearer way to think about client conversations and pricing, this short video is here when you’re ready.

This video exists because the technical side of accounting has changed - but the way most professionals are taught to communicate value hasn’t.

As AI and software increasingly handle the compliance and routine work, clarity around value matters more than ever.

I created this to offer a grounded way to lead those conversations - without pressure, performance or persuasion tactics.

If you feel that a clearer way to lead client value-related conversations would be useful, the video is ready when you are.