Stop Sending Proposals That Get Ignored: Price on the Call and Win the Work

You meet a promising prospect, you go away and write up a careful proposal, you put a number on the page, and you send it across. Then nothing. Or they come back asking why you have charged for one thing and not another. Some now even run your quote through ChatGPT and return wanting to debate the line items.

It is one of the most frustrating parts of running a firm, and it is almost always avoidable.

The problem is not your pricing. It is that the pricing conversation is happening in the wrong place: on paper, after the meeting, when the prospect is on their own and the only thing in front of them is a number.

Most firm owners feel stuck with low prices and price-sensitive clients. But clients are not price-sensitive, they are value-sensitive. When someone pushes back on price, it is almost always because the value has not been made clear, not because they cannot pay. Once you move the conversation from price to value and have it live while the prospect is still with you, higher fees stop being a fight.

In this session, Reza Hooda shows you how to do exactly that. You will see how to qualify a prospect early so you are not pouring time into tyre kickers, build the value, and put the quote up on screen in front of them. Every objection gets handled in the room, so the engagement letter you send afterwards simply confirms what you have already agreed. No surprises, no quibbling over line items.

What You'll Learn:

- Why proposals sent after the meeting get ignored or ghosted, and why a number on a page works against you
- How to filter out time wasters and tyre kickers early, so you only invest time in prospects who are ready to pay for the value you deliver
- How to run the pricing conversation live so the prospect agrees the fee while you are still in the room
- The questions that uncover what a prospect actually needs, including the work they do not yet realise they need
- How to charge higher fees by shifting the conversation from price to value, because clients are not price-sensitive, they are value-sensitive
- How to present the price on the call and build the quote up on screen in front of them
- What to say when a prospect stalls with "I'll think about it", asks for a discount, or says you are too expensive
- How to handle the newest objection of all: the client who has run your quote through ChatGPT
- A live, start to finish demonstration of pricing a prospect and sending the engagement letter on the spot

This session is for accountancy practice owners who want to win more of the prospects they speak to and charge higher fees for the value they deliver, without leaning on referrals or discounting to get the deal over the line.

About our Guest speaker:

Reza Hooda runs Capture Accounting, a firm specialising in content creators and online entrepreneurs, and has spent more than six years mentoring accountancy firm owners on how to price and position their firms for growth. He is the author of The Four Pillars and hosts a podcast and YouTube channel on building a more profitable, more valuable practice.