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From Free to Paid: How I’m Applying Hormozi’s $100M Models to CAS Sales

From Free to Paid: How I’m Applying Hormozi’s $100M Models to CAS Sales

Luke Templin
September 09, 2025

Read Time: 3:41 minutes

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Free consultations feel like the cost of doing business for accounting firms. I used to believe that too. Then I read Alex Hormozi’s $100M Money Models and realized I was designing offers that attracted the wrong clients. That’s when I decided to change my CAS sales process.

I’ve offered a free 30-minute financial review to get prospects in the door. It works, but I started to notice a pattern: some people who booked weren’t really ready to engage. They would take the free advice, but nothing else. Hormozi’s framework gave me a better way to think about offer design, and I’ve started reshaping how I sell.

Here’s how I’m applying it inside my firm.

Upcoming Live Events that I will be at:

Marketing That Moves: CAS Growth in the Age of AI - Micky Deming from Full Stadium Marketing will walk through his proven strategies for growing your CAS practice in the age of AI. Join us on September 17th at 1 PM CST in The Kick C@$ Community.
All Things CAS Roundtable - Have you got a question, challenge, or idea about running and growing your CAS service? Join our live, unrecorded monthly roundtable in The Kick C@$ Community. A space to ask anything and hear what’s working (or not) from fellow CAS leaders in real time on the second Tuesday of every month at 3 PM CST.
The CAS Quarterly Marketing Roundtable - Marketing a CAS firm isn’t one-size-fits-all. This live, unrecorded quarterly roundtable is your space to crowdsource ideas, check your strategy, and hear what’s moving the needle—from lead gen and niche positioning to referrals, content, and beyond. Join us on October 22nd at 1 PM CST in The Kick C@$ Community.
Speaking at Intuit Connect on October 27th through October 29th.

Why Free Reviews Attract the Wrong Clients

A free financial review sounds like a smart strategy. It gives prospects a taste of value and sets up the upsell. But in practice, here’s what I found:

Many prospects weren’t committed.
I spent time preparing reviews that went nowhere.
Even interested prospects stalled when it came to the next step.

Hormozi argues that while free offers can increase uptake, discounted paid offers attract better buyers. Those who pay, even a little, are more committed and more likely to convert into full-service clients.

Why Charging $500 Creates More Serious Buyers

So, I am making the shift: instead of offering a free 30-minute review, I am now doing a $500 paid mini-assessment.

Here’s why:

It filters for commitment. If someone isn’t willing to invest $500, they probably aren’t ready for CAS.
It sets the tone. The relationship begins with them paying for advice, not getting it free.
It smooths the two-step sale. Since I collect payment info in Ignition, upgrading to the full assessment or ongoing CAS services feels seamless when it comes time to upsell.

To reduce friction, I will credit the $500 toward the next engagement if they move forward. They’re not “losing” money, they’re investing in a process.

How Guarantees Can Drive Client Compliance

Another concept I’ve borrowed from Hormozi is the “win your money back” guarantee. In his world, guarantees motivate clients to do the work that sets them up for success. In accounting, it’s no different.

For example:

Tax Returns: Price a return at $2,000, but offer it for $1,200 if the client provides documents in the proper format by a set deadline, completes the organizer, and leaves a Google review. Everyone wins: the clients save, and the firm’s workflow gets smoother.
Mini-Assessments: I’m considering a guarantee like: if we don’t find a way to at least double the $500 in increased cash flow or profitability, the client gets their money back. As long as they give me access to the books and show up to the results call, I’m confident the insights will more than cover the fee.

Guarantees feel risky to firm leaders, but structured correctly, they reduce risk, drive compliance, and actually make your services more valuable.

Using Credits to Encourage CAS Upsells

I’m also experimenting with how I apply credits from my full assessment to ongoing services. Instead of a flat credit, I’m going to test tiered credits that reward clients who choose higher packages.

This type of CAS pricing model encourages clients to pursue more comprehensive engagements while still providing value at every level.

The Big Picture for Accounting Firms

What I like most about these changes is that they’re not about tricks or gimmicks. They’re about aligning the sales process with the type of clients you actually want.

Charging upfront brings in more committed prospects.
Collecting payment info early makes the CAS sales process smoother.
Guarantees drive compliance and build trust.
Tiered credits incentivize higher-value engagements.

When you put these together, you’re not just selling CAS, you’re building a scalable model for advisory growth.

Next Steps for Your Firm

If you’re still offering free consultations and not seeing the conversions you want, test a paid financial assessment. If you’re unsure what to offer, Katie Thomas will be walking The Kick C@$ Community through creating an offer during the Quarterly Marketing Roundtable on October 22nd at 1 pm CST.

Price it at a level that attracts commitment but still feels approachable. Add a conditional credit or guarantee to lower risk.

That’s the experiment I’m running in my firm. Here’s my recap:

Replace free reviews with a $500 paid mini-assessment.
Credit the fee toward the full assessment or recurring CAS services.
Add guarantees that motivate clients to follow through.
Use tiered credits to encourage higher packages.

With the right offer design, you can attract better clients, close with less friction, and set the stage for long-term advisory success.

And if you want to go deeper on this topic, join us this afternoon at 3 PM in The Kick C@$ Community.

Thanks for reading, Luke Templin!

P.S. There are four ways I can help you grow your CAS offerings when you are ready:

Join my How to Start Offering Advisory Services Cohort.
Cannot wait until it starts? Check out the pre-recorded version here.
Join The Kick C@$ Community to grow your CAS offering alongside others doing the same.
Automated white-labeled financial digests for your clients with FinDaily.io