THIS WEEK'S NEWS THEME: PRICING AND VALUE

Survey Finds Accountants Moving to Value Pricing

SEC Cuts FY 2007 Registration and Transaction Fees

90,000 Firms with Combined Annual Revenue of $65 Billion

Mark Your Calendar: Assistant U.S. Trustee Addresses Credit Counseling Conference

CCH Continues Enhancing Tax Research Consultant

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A CONVERSATION WITH...RON BAKER

Ron Baker, the driving force behind the accounting profession's migration to value pricing, is raising the level of his argument for a dramatic shift in how accountants think.

Baker's life mission is to "bury the billable hour." He has been sharpening the edge of the verbal shovel in hopes he will dig the grave.

"Accountants price by the hour because they are risk adverse and the hourly rate shifts the risk to the clients, so they in turn will force the CPA to write down the billable hour. That's not good pricing or smart business," Baker says. "Firms that do this have a window of opportunity to charge a premium price."

The accounting profession may be ready and primed for additional coursework. Value pricing, barely a thought for the profession before Baker began evangelizing seven years ago, is gaining a foothold.

"This is not simple," Baker says. "It changes how firms communicate with clients, and it changes roles; it's a hard cultural change that requires top down management, a significant theoretical shift that may not happen in our lifetimes.

Read more from AccountingWEB's Conversation With Ron Baker
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Virchow Krause Eyes More Midwest Mergers

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