maybe price isn’t the problem

asian woman shopping for clotheswhat else do potential clients know about you?

by sandi leyva
the complete guide to marketing for tax & accounting firms

i hear more accountants grumbling daily about how price-sensitive their prospects and clients have become. and they are right, to a degree. the economy has caused even the rich to count their pennies, and the percentage of people who look at a price tag before they buy has increased over the last five years.

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yet studies show that roughly 54% of buyers are not price-sensitive, and i would be willing to bet even more are selectively price-impervious depending on what they buy: women’s shoes, men’s cars, personal services, jewelry, vacations, cosmetics and hair, to name a few exceptions.

so why are so many accounting clients and prospects price-sensitive?