Virtual Rolodex with Loren Fogelman, Founder & CEO Business Success Solution

Why Charging by the Hour May Be Holding Your Firm BackEpisode SummaryIn this episode of TXCPA Houston Virtual Rolodex, Kristie Ondracek sits down with Loren Fogelman, business coach and former sports psychologist, to discuss one of the biggest mindset shifts facing accounting professionals today: moving from hourly pricing to value-based pricing.Loren shares how many CPAs and firm owners unintentionally undervalue themselves because they were trained to connect compensation directly to time. As technology and AI continue transforming the profession, she explains why firms must rethink how they communicate value, price services, and attract high-quality clients.The conversation explores practical strategies for building sustainable firms, raising rates with confidence, creating better client relationships, and designing businesses that support both profitability and personal well-being.Whether you're a solo practitioner, firm owner, or accounting professional considering your next stage of growth, this episode provides actionable insight into building a business model that reflects the true value you deliver.What You’ll Learn• Why hourly pricing no longer aligns with today’s technology-driven accounting profession • The difference between what firms value versus what clients actually value • How to identify and attract higher-quality clients • Why packaging services creates stronger client outcomes and pricing flexibility • The “Good, Better, Best” strategy for raising rates gradually and confidently • How value-based conversations strengthen client relationships • Why sustainable growth requires courage—not just confidenceKey Leadership InsightThe faster and more efficient you become, the less you can charge under an hourly model.True growth happens when professionals stop pricing based on time and start pricing based on the value and outcomes they deliver.Why This MattersThe accounting profession is evolving rapidly through technology, automation, and AI.Firms that continue relying solely on time-based pricing may struggle to:scale profitably avoid burnout differentiate themselves in the marketplace fully capture the value of their expertise Value-based pricing allows firms to build stronger client relationships, improve profitability, create sustainable workloads, and focus more on strategic advisory services rather than transactional work.About the GuestLoren Fogelman is a business coach and former sports psychologist who helps accounting professionals and firm owners strengthen pricing strategies, communicate their value more effectively, and build sustainable, profitable firms.Through her coaching and consulting work, Loren specializes in helping professionals transition from time-based pricing models to value-based approaches that support both business growth and personal well-being.Her work focuses on client-centered firms that want to increase revenue, improve client relationships, and create healthier work-life balance.Connect with the GuestWebsite: https://businesssuccesssolution.comResource Mentioned: https://businesssuccesssolution.com/raiseLinkedIn: https://www.linkedin.com/in/lorenfogelman/