Why Some CAS Clients Pay More and Ask Less

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In the last issue, I explored the emotional side of value pricing. The intangible aspects that are often overlooked in spreadsheets. We explored how pricing is as much about perception, identity, and trust as it is about the scope of work. And how pricing by Committee can help CAS pros get out of their heads and closer to the right number.

This week, we're staying on the theme of perception, but through a different lens.

I recently joined a country club.

And no, this wasn't some luxury lifestyle glow-up. I joined for the golf, the gym, and the social scene. Mostly the golf, if I'm being honest.

Let's say if there were a 12-step program for golf addiction, I'd probably check it out, right after I squeeze in 9 holes before dinner.

And because I'm wired the way I am, I'm maximizing every dollar I spend there. I've used more of the club's amenities in six months than some of my friends who've been members for years.

Why? Because they don't have to.

Upcoming Live Events that I will be at:

• The Kick C@$ Jam Sessions are for procrastinators to unite. A 55-minute weekly (Tuesdays at 2:30 PM CST starting July 15th) work sprint to knock out your “I’ll do it later” tasks 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 July 16th at 1 PM CST in The Kick C@$ Community.

• Speaking at Bridging The Gap Accounting Conference on July 22nd through July 24th.

• Speaking at Intuit Connect on October 27th through October 29th.

Scarcity vs. Abundance in Real Time

This country club experience reminded me of something I've seen repeatedly in CAS work, especially when it comes to value pricing.

I've worked with smaller ($2.5K/month) clients who would squeeze every ounce of value from our engagement. And honestly? That's not inherently bad. It means they're engaged. They care. However, they also tend to second-guess decisions, delay action, and waste time over minor issues.

Compare that with a $ 10k+/month client I currently work with. We don't talk often. When we do, it's high-level, focused, and fast. They trust me. They delegate quickly. And they don't view my pricing as a cost.

The difference? An abundance mindset.

The smaller clients are often in a place where every dollar feels like a risk. That creates pressure. Even if they're grateful, they're cautious. They compare. They weigh options. They ask what else they could get for the same money.

Meanwhile, larger clients are playing a different game. They want outcomes. They want a team that sees around corners for them. And they're willing to pay for it.

That's Why Tiers Matter

We touched on this in the last issue, but I want to go deeper: tiered pricing isn't just a sales tactic—it's a filter.

When you present a range of options, you're not just giving clients flexibility; you're also providing them with a choice. You're learning how they think. Are they focused on the mechanics or the outcomes? Do they want a systematic experience or a concierge one? Are they buying your firm's time or your firm's brain?

If you consistently find yourself getting stuck at the $2.5K ceiling, it might not be your scope. It might be your clients' mindset.

Pricing tiers are your way of saying: "We can do more, if you're ready."

But you also have to be ready.

Pushing Past Your Comfort Zone

It's easy to price with your wallet. We all do it sometimes.

We think, "I wouldn't pay $8K/month for this…" or "That's a lot for bookkeeping…" even when we're not the client. But that mindset is a massive barrier to growth. Not just financially, but in terms of who you attract.

If you're only selling to people who think like you, you'll never stretch into new markets or serve at a higher level.

Joining the country club was uncomfortable. Not financially irresponsible, but still outside my norm. But now that I'm there, I can see why people spend on convenience, quality, and community.

The same is true in CAS.

When you charge more, you're not just raising your rates. You're creating space for a different kind of client. One who doesn't need constant check-ins. One who makes faster decisions. One who trusts the process.

The Real Lesson?

It's about what the club reminded me: value isn't just in what's delivered. It's in how it's perceived.

A client paying $2.5K is often comparing you to the last bookkeeper they underpaid. A client paying $10K is comparing you to the executive they'd otherwise have to hire.

And here's the part I don't want you to miss:

The work may not be 4x harder. But the mindset shift? That's everything.

Because when a client operates from abundance, they see you as a partner, not an expense.

Final Thought: Price Like You Belong

I don't walk into the country club like I own the place. But I also don't walk in like I don't belong there.

Your pricing should do the same.

It doesn't have to be arrogant. But it should be confident. Clear. Strategic. Aligned with the clients you want to serve, not just the ones who say yes.

And if you're stuck in the scarcity zone, wondering whether you can raise prices?

Start by raising your expectations and experimenting with tiered pricing.

Thanks for reading, Luke Templin!

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

1. Join my How to Start Offering Advisory Services Cohort.

2. Cannot wait until it starts? Check out the pre-recorded version here.

3. Join The Kick C@$ Community to grow your CAS offering alongside others doing the same.

4. Automated white-labeled financial digests for your clients with FinDaily.io