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Bill Cates on How Your Money Story Shapes Your Pricing

December 3, 2025 by John Ray

How Your Money Story Shapes Your Pricing: Bill Cates on The Hidden Heist, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
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How Your Money Story Shapes Your Pricing: Bill Cates on The Hidden Heist, on The Price and Value Journey podcast with host John Ray

How Your Money Story Shapes Your Pricing: Bill Cates on The Hidden Heist (The Price and Value Journey, Episode 154)

Many expert-service pros quietly carry money worries into every pricing decision they make. They undercharge, hesitate to raise fees, or avoid looking too closely at their finances, even while they help clients make sound business decisions. In this episode of The Price and Value Journey, John Ray talks with referral and money-story expert Bill Cates about how the stories you absorbed about money early in life still shape your business today.

Bill shares ideas from his new parable, The Hidden Heist: Stop Robbing Yourself of Lasting Wealth, and explains why so many professionals operate from scarcity, money anxiety, and what he calls “money denial.” He and John connect those mindsets to common pricing traps, like discounting by reflex, staying in “satisfied” territory instead of becoming truly remarkable, and quietly resenting clients while never asking for referrals.

Listeners will hear how to think of money as something that flows toward value, why you cannot become someone you secretly resent, and how inherited beliefs about “people with money” can cap your earning potential. Bill also talks about building “business friendships” that lead to advocacy and why curiosity and empathy are the best tools you have to uncover a client’s own money story.

If you want to strengthen your pricing, feel more grounded talking about fees, and stop letting old money narratives run your firm from the shadows, this conversation will help you start that work.

The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.

Key Takeaways You Can Use from This Episode

  • Notice the money messages you grew up with and how they still show up in your pricing, discounting, and growth decisions.
  • Shift from a fixed-pie view of money to seeing it as something that flows toward genuine value and outcomes.
  • Move from “my clients are satisfied” to “my clients love me” and then to being truly remarkable and referable.
  • Build “business friendships” with clients, where strong results and genuine personal connection sit side by side.
  • Use curiosity and follow-up questions to surface a client’s hidden money beliefs so you can serve them better and avoid false assumptions.
  • Stop money denial by taking responsibility for your own financial clarity instead of abdicating everything to advisers.

Topics Discussed in this Episode

00:00 Welcome and Introduction to Bill Cates
01:59 Bill Cates’ Background and Adventures
03:05 The Hidden Heist: A Unique Approach to Financial Literacy
04:56 Understanding Money Stories and Limiting Beliefs
07:31 The Scarcity Mindset and Its Impact
10:47 Getting into the Flow of Money
17:41 Inherited Money Stories and Their Effects
22:32 The Power of Awareness and Money Stories
22:45 Basic Financial Principles
22:59 Working with Financial Professionals
23:16 Understanding Money Mindsets
24:53 The Importance of Masterminds and Advisory Boards
27:05 Money Denial and Its Impact
32:17 The Role of Financial Advisors
37:04 Empathy and Client Relationships
41:15 Conclusion and Resources

Bill Cates, Referral Coach International

Bill Cates, Referral Coach International
Bill Cates, Referral Coach International

Bill Cates is an internationally recognized expert in relationship marketing and referrals, serving as the president of Referral Coach International and the founder of The Cates Academy for Relationship Marketing, where he assists financial advisors and other professionals in achieving exponential growth by multiplying their best clients through warm introductions rather than traditional prospecting.  He is a Hall of Fame keynote speaker and bestselling author of books such as Get More Referrals Now, Beyond Referrals, Radical Relevance, and The Language of Referrals. Additionally, he hosts the Top Advisor Podcast, interviewing top performers about client acquisition and growth strategies.

Referral Coach International is Bill Cates’ consulting and training firm dedicated to helping advisors, teams, and organizations build a referral‑driven, relationship marketing culture based on how clients actually prefer to meet new advisors: through recommendations and introductions from people they already trust.  The firm’s unique Bill Cates Relationship Marketing System and the “3 R’s of Relationship Marketing” focus on identifying a specific target market, clearly communicating valuable information, building a strong reputation in a niche area, and then using that reputation to generate a steady stream of suitable client referrals and introductions.

RCI delivers its work through video-based training, one‑on‑one and team coaching, live workshops, and consulting, with a particular emphasis on financial advisors and advisory firms that want to increase revenue without increasing their marketing budget.  Across these programs, the aim is to help professionals become “super referrable,” systematize how they ask for and receive introductions, and create a business where high-trust, high-conversion referral opportunities are a primary engine of growth.

Website | LinkedIn | YouTube

John Ray, Host of The Price and Value Journey

John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include business coaching and advisory work, as well as advising solopreneurs and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.

John is a podcast show host and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.

John is also the host of North Fulton Business Radio. With over 900 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

John Ray at Barnes & Noble with his book, The Generosity MindsetJohn Ray is the author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset®, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.

Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.

Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.

If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.

The book is available at all major physical and online book retailers worldwide. Follow this link for further details.

Connect with John Ray:

Website | LinkedIn | Email

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: abundance mindset, Beyond Referrals, Bill Cates, business friendships, business growth, client perceived value, coaches, consultants, cpa's, Entrepreneurs, expert service providers, Financial Advisors, Financial Literacy, Jeff C. West, John Ray, limiting beliefs, money denial, money mindset, money story, personal finance, pricing confidence, professional services pricing, Radical Relevance, referrals, scarcity mindset, small business owners, The Hidden Heist, The Price and Value Journey, Top Advisor Podcast, value based pricing, wealth managers

Use AI, Stay Human with Alastair McDermott

September 24, 2025 by John Ray

Alastair McDermott, HumanSpark.ai, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
Use AI, Stay Human with Alastair McDermott
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Alastair McDermott, HumanSpark.ai, on The Price and Value Journey podcast with host John Ray

Use AI, Stay Human with Alastair McDermott (The Price and Value Journey, Episode 148)

AI is changing how expert-service professionals work, but it does not change what clients ultimately value. In this episode of The Price and Value Journey, host John Ray welcomes consultant, strategist, and author Alastair McDermott to discuss his book Use A.I. Stay Human: The Survival Guide for Experts Who Want to Stay Relevant, Authentic, and Indispensable in the Age of AI.

Alastair explains why AI should be considered a force multiplier rather than a threat, and why doubling down on human judgment, relationships, and trust is the key to staying indispensable. He shares practical ways experts can use AI for productivity, smarter decision-making, and accelerated learning while avoiding the trap of overestimating its capabilities.

John and Alastair also dig into the implications for pricing and value: how AI compresses tasks but not the client’s perception of value, why hourly billing is especially vulnerable, and how service providers can reframe their offers to emphasize the outcomes and confidence clients are truly buying.

If you have wondered how to balance productivity with authenticity in the age of AI and how to protect your pricing integrity, this conversation will give you both perspective and actionable ideas.

The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.

Key Takeaways You Can Use from This Episode

  • Why “staying human” is not just a slogan but a competitive necessity in the AI era.
  • How to use AI to expand capabilities and speed learning without diluting expertise.
  • A practical way to codify your unique knowledge so AI reflects your voice and frameworks.
  • The role of judgment in separating useful AI outputs from flawed or misleading ones.
  • How client trust and perceived value anchor your pricing integrity when technology changes fast.

Topics Discussed in this Episode

00:00 Introduction and Welcome to The Price and Value Journey
01:19 Alastair McDermott’s Background
02:47 Transition to AI and Rebranding
04:57 Impact of AI on Professional Services
07:31 Leveraging AI for Value-Based Pricing
08:40 AI’s Role in Enhancing Human Skills
11:56 AI’s Limitations and Ethical Considerations
13:32 Practical Applications and Tools
24:51 Privacy and Security in AI Usage
27:58 Human-Centric Approach to AI
31:08 The Value of Wellbeing and Less Stress at Work
32:13 Leveraging AI in Writing and Editing
33:31 Four Core Opportunities for Experts
36:44 AI as a Strategic Advisor
38:51 The Importance of Context in AI
40:40 Pricing in the World of AI
43:53 Adoption of AI Among Authority-Based Businesses
45:55 Using AI for Content Creation and Feedback
50:49 Building AI Tools for Business Efficiency
53:51 Final Thoughts and Resources

Alastair McDermott, HumanSpark.ai

Alastair McDermott, HumanSpark
Alastair McDermott, HumanSpark.ai

Alastair McDermott is the author of the recently released book Use A.I. Stay Human.: The Survival Guide for Experts Who Want to Stay Relevant, Authentic, and Indispensable in the Age of AI. He is known for helping business leaders and subject-matter experts implement effective, human-centered AI strategies that increase efficiency while preserving the value of people.

As founder of HumanSpark.ai, McDermott draws on more than 18 years of experience in technology and consulting, guiding organizations to use artificial intelligence responsibly and successfully. He leads AI transformations that streamline operations, improve productivity, and deliver measurable ROI without compromising workforce stability or creativity.

Through his work as a consultant, author, and host of several podcasts such as The Recognized Authority, McDermott provides actionable guidance for independent consultants and firms in building real authority, growing their audience, and attracting high-value clients. He is committed to demystifying AI and ensuring its adoption augments human potential rather than replacing it.

Website | LinkedIn

John Ray, Host of The Price and Value Journey

John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include business coaching and advisory work, as well as advising solopreneurs and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.

John is a podcast show host and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.

John is also the host of North Fulton Business Radio. With over 900 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

John Ray at Barnes & Noble with his book, The Generosity MindsetJohn Ray is the author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset®, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.

Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.

Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.

If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.

The book is available at all major physical and online book retailers worldwide. Follow this link for further details.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: AI, AI and pricing, AI and value, Alastair McDermott, attorneys, authenticity in business, client perceived value, coaches, consultants, cpa's, expert services, fractional executives, Human Spark, John Ray, pricing integrity, professional services, professional services providers, staying relevant with AI, The Generosity Mindset, The Price and Value Journey, The Recognized Authority, Use AI Stay Human

AI, Value, and Pricing with Mark Stiving, Impact Pricing

September 17, 2025 by John Ray

AI, Value, and Pricing with Mark Stiving, Impact Pricing, on The Price and Value Journey podcast with host John Ray
North Fulton Studio
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AI, Value, and Pricing with Mark Stiving, Impact Pricing, on The Price and Value Journey podcast with host John Ray

AI, Value, and Pricing with Mark Stiving, Impact Pricing (The Price and Value Journey, Episode 147)

There’s a lot of noise on AI, but what are the practical implications it holds for those of us offering expertise? In this episode of The Price and Value Journey, Dr. Mark Stiving, founder of Impact Pricing, joins host John Ray to explore how AI is reshaping the way professional service providers think about value, pricing, and the work we deliver.

Mark brings decades of pricing expertise, authoring books such as Impact Pricing, Win Keep Grow, and Instant Profits: How to Raise Prices Without Losing Customers, and hosting the long-running Impact Pricing Podcast. We dive into the real implications of AI for expert-service pros:

  • Why AI isn’t as threatening—or as magical—as it first appears.
  • How it can streamline workflows and spark faster thinking, but why judgment and frameworks still matter most.
  • The danger of lowering prices just because AI helps you work faster.
  • How to use AI as a tool for diagnosing client problems without abdicating your role in uncovering value.

If you’ve been wrestling with questions about how AI intersects with your practice, pricing, and client conversations, this conversation will give you insight and practical direction.

The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.

Key Takeaways You Can Use from This Episode

  • Don’t confuse AI’s polished output with true thinking. Use it to brainstorm and speed up ideas, not to make decisions for you.
  • Look for repetitive or “rote” tasks in your workflow that AI can automate so you can focus on client-facing, high-value work.
  • Never lower your prices just because AI makes you more efficient. Faster delivery does not diminish client-perceived value.
  • AI can help you generate lists of client problems or examples, but you must apply your expertise and frameworks to evaluate what matters.
  • Strong frameworks and mental models are what allow professionals to filter AI’s output into usable insights.
  • The core pricing principle remains unchanged: buyers trade money for value, and it’s your job to uncover what “value” means to each client.

Topics Discussed in this Episode

0:00 Introduction and Guest Introduction
01:14 Discussing AI and Its Impact on Professional Services
03:25 AI’s Role in Enhancing Productivity
06:56 The Importance of Frameworks in AI Utilization
13:18 Understanding Value in Business
15:13 Using AI to Diagnose Client-Perceived Value
21:19 Personal and Professional Implications of AI
25:18 The Power of AI Conversations
26:24 Investing Time in AI for Small Firms
27:17 AI’s Impact on Productivity and Ideation
29:04 AI and Pricing Models
32:09 AI’s Role in Professional Services
38:28 Adoption and Learning Curve of AI
47:38 Future of AI in Professional Services
50:08 Final Thoughts and Advice

Mark Stiving, PhD, Impact Pricing

Mark Stiving, PhD, Impact Pricing
Mark Stiving, PhD, Impact Pricing

Mark Stiving, PhD, is a recognized authority on pricing and buyer behavior. With a rare ability to translate complex concepts into clear, actionable insights, he has become a trusted advisor to companies seeking to capture more of the value they create.

Over the past 25 years, Mark has consulted, trained, and coached hundreds of organizations, from Cisco and Procter & Gamble to Splunk and CrowdStrike. He also works closely with private equity firms and their portfolio companies, helping them price, package, and sell value in ways that increase profits and drive growth.

An award-winning speaker and prolific author, Mark is the host of the Impact Pricing podcast and a frequent guest on industry shows. He has written several influential books, including Impact Pricing, Win Keep Grow, Selling Value, and his latest release, Instant Profits: How to Raise Prices Without Losing Customers.

Website | LinkedIn | YouTube

John Ray, Host of The Price and Value Journey

John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey
John Ray, Author of The Generosity Mindset and Host of The Price and Value Journey

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include business coaching and advisory work, as well as advising solopreneurs and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.

John is a podcast show host and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.

John is also the host of North Fulton Business Radio. With over 900 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.

John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices

John Ray at Barnes & Noble with his book, The Generosity MindsetJohn Ray is the author of the five-star rated book The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices, praised by readers for its practical insights on raising confidence, value, and prices.

If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset®, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.

Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.

Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.

If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.

The book is available at all major physical and online book retailers worldwide. Follow this link for further details.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: AI, AI and pricing, AI and workflows, AI in professional services, attorneys, client value, coaches, consultants, cpa's, diagnosing value, expert service pros, fractional executives, Impact Pricing, John Ray, Mark Stiving, pricing frameworks, pricing mistakes, pricing models, pricing strategy, productivity, productivity tools, professional service providers, The Generosity Mindset, The Price and Value Journey, value based pricing

The Immensely Valuable CPA

May 11, 2022 by John Ray

The Immensely Valuable CPA
North Fulton Studio
The Immensely Valuable CPA
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The Immensely Valuable CPA

The Immensely Valuable CPA

What are the characteristics of an immensely valuable CPA, one who clients cannot do without? The answer goes beyond degrees, designations, and even technical expertise. A story here not just for CPAs but all professional services providers.

The Price and Value Journey is presented by John Ray and produced by the North Fulton studio of Business RadioX®.

TRANSCRIPT

John Ray: [00:00:00] Hello. I’m John Ray on the Price and Value Journey. Recently, I sat with an older business owner who is a 50/50 partner with a relative. They’re getting closer to that inevitable time when they are transitioning out of the business and there are problems. The relative’s behavior is erratic, and the business has some unique characteristics, which will make a sale challenging. This owner was wondering how he could navigate all this, a situation which could turn into a quagmire, if not handled just right.

I asked him who among their professional services providers could help mediate and walk through with the two of them this business transition. It had to be someone both he and his relative trusted implicitly. We agreed that having the right person there to smooth any friction would save a lot of hurt feelings, anxiety, and maybe a bunch of legal bills if everything descended into a legal fight. The business attorney had just passed away, but the long-time CPA for the business was still active. Do both of you trust – I’ll call him – Joseph? “Do you value Joseph’s opinions?” I asked him. Do both of you listen to him? How’s his bedside manner? I asked several questions like this about Joseph, and all the answers led to a conclusion this man agreed with, that. Joseph, the CPA was the ideal person, possibly the only person to companion the two of them through the looming transition.

Now, what makes Joseph not just important, but immensely valuable to these two business partners? What is it that makes Joseph seem irreplaceable at this point? Is that his knowledge of the tax code? His ability to help them craft a business transition, which saves both a large tax bill? His accuracy in filing tax returns? The fact that he’s been through 40 or more tax seasons? No, it’s none of these things, actually. All his experience and his qualifications are important, to be sure, but that’s not what makes Joseph more than just important. What makes Joseph immensely valuable here? What makes Joseph seem priceless as an advisor?

Joseph’s value as a professional services provider lies in his experience with these two partners. The trust he has engendered with them over time, his demeanor and his ability to mediate tough situations. All of these factors are intangibles. Intangibles that are not available with anyone else, it seems. Intangibles that these two partners can’t find with a Google search. It’s yet another example of why, ultimately, your content, your experience, your certifications as a professional services provider is not, ultimately, what drives your practice. Whether it’s your knowledge of the tax code if you’re a CPA, or social media platforms if you’re a marketing or branding expert, or the law if you’re attorney, your value lies in intangibles that, sometimes, you’re not able to see if we don’t understand what the client sees. Your value lies in more, much more than just your experience, certifications and the content that you give the world. So, what are those intangibles your clients see in you, which make you priceless to them? Do you know? If not, maybe it’s time to start asking them those questions.

I’m John Ray on the Price and Value Journey. Past episodes of this series can be found on your favorite podcast app, or you can find the entire show archive at PriceValueJourney.com. You’re welcome to send me a note, John@JohnRay.co. Thank you for joining me.

About The Price and Value Journey

The title of this show describes the journey all professional services providers are on:  building a services practice by seeking to convince the world of the value we offer, helping clients achieve the outcomes they desire and trying to do all that at pricing which reflects the value we deliver.

If you feel like you’re working too hard for too little money in your solo or small firm practice, this show is for you. Even if you’re reasonably happy with your practice, you’ll hear ways to improve both your bottom line as well as the mindset you bring to your business.

The show is produced by the North Fulton studio of Business RadioX® and can be found on all the major podcast apps. The complete show archive is here.

John Ray, Host of The Price and Value Journey

John Ray The Price and Value Journey
John Ray, Host of “The Price and Value Journey”

John Ray is the host of The Price and Value Journey.

John owns Ray Business Advisors, a business advisory practice. John’s services include advising solopreneur and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their “grey matter,” such as attorneys, CPAs, accountants and bookkeepers, consultants, marketing professionals, and other professional services practitioners.

In his other business, John is a Studio Owner, Producer, and Show Host with Business RadioX®, and works with business owners who want to do their own podcast. As a veteran B2B services provider, John’s special sauce is coaching B2B professionals to use a podcast to build relationships in a non-salesy way which translate into revenue.

John is the host of North Fulton Business Radio, Minneapolis-St. Paul Business Radio, Alpharetta Tech Talk, and Business Leaders Radio. house shows which feature a wide range of business leaders and companies. John has hosted and/or produced over 1,300 podcast episodes.

Connect with John Ray:

Website | LinkedIn | Twitter

Business RadioX®:  LinkedIn | Twitter | Facebook | Instagram

Tagged With: accountants, bookkeepers, CPa, CPA firm, cpa's, John Ray, Price and Value Journey, pricing, professional services, professional services providers, solopreneurs, value

IT Help Atlanta with Rick Higgins:  Warren McClellan, McClellan & Associates CPAs

May 29, 2020 by John Ray

McClellan & Associates CPAs
IT Help Atlanta
IT Help Atlanta with Rick Higgins:  Warren McClellan, McClellan & Associates CPAs
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McClellan & Associates CPAs
Left to Right: Rick Higgins and Warren McClellan

IT Help Atlanta with Rick Higgins:  Warren McClellan, McClellan & Associates CPAs

McClellan & Associates CPAs Founder Warren McClellan joins host Rick Higgins on “IT Help Atlanta” to discuss his firm’s special work with booster clubs and school systems, using the cloud to get client work done in a pandemic, and much more.  “IT Help Atlanta” is brought to you by TeamLogic IT, your technology advisor.

Warren McClellan, McClellan and Associates, CPAs

Warren McClellan

Warren McClellan is the Founder and CEO of McClellan & Associates CPAs. He has been a Certified Public Accountant for over 30 years, many of which he spent working with an international CPA firm providing services to a number of Fortune 100 companies. Warren observed the high demand for small CPA businesses that could access their accounts on a daily basis, like the largest companies could. This led him into creating McClellan & Associates CPAs.

​McClellan & Associates CPAs LLC was created in 1992 to provide reliable accounting services to individuals and corporations across all industries. The firm offers a wide range of services, many of which most accounting firms are unwilling or unable to provide. The professionals at McClellan & Associates strive not only to provide exceptional tax and accounting services, but to also build lasting client relationships through one-on-one guidance and counseling. The firm is a small team of CPAs, an Enrolled Agent, and financial experts who are always willing to go the extra mile for their clients’ accounting needs.

When Warren is not in the office or visiting clients, he will most likely be traveling with his wife, bike-riding, or grilling his infamous barbecue ribs. Warren also enjoys spending time with his children and grandchildren.

Visit the McClellan & Associates website to learn more.

About the Show

“IT Help Atlanta” profiles small to mid-market businesses and highlights how those companies use technology to succeed. An archive of previous shows can be found here.

About Your Host

Rick-Higgins-2019Rick Higgins is Owner and President of TeamLogic IT of Dunwoody, GA. Rick’s firm is part of a national network of locally-owned service businesses, providing comprehensive IT services to the small-medium sized business market.

They offer managed service for networking, cyber security, data and email, as well as hardware and software support in addition to a variety of consultation and preventative maintenance services. Rick’s personal and corporate philosophy is simple: Stand up, be bold, and tell the truth.

Connect with Rick on LinkedIn and Twitter, and follow TeamLogic on Facebook.

Show Transcript

Rick: Welcome everyone to the “IT Help Atlanta” radio show, the show that profiles small, and mid-market businesses and highlights how those companies use technology to succeed. “IT Help Atlanta” is brought to you by TeamLogic IT, your managed services technology advisor. Specializing in cybersecurity, cloud, and business continuity solutions, TeamLogic leverages cutting-edge technology to solve all types of business problems. Go to ithelpatlanta.com for audio archives of this radio show and to learn more about our sponsor, TeamLogic IT. I’m your host Rick Higgins. And today’s honored guests is Warren McClellan, the owner and founder of McClellan & Associates CPAs, located in Duluth and Johns Creek, Georgia. Welcome, Warren. How are you?

Warren: I’m great, Rick. Thank you so much for having me today.

Rick: We’re really glad you’re here. And we really appreciate you making time to come spend some time with us on the show. Warren, tell us who you are and what do you do?

Warren: Well, I’m Warren McClellan, I’m a CPA and have a practice that’s located in Duluth and Johns Creek. And it’s really a small business firm that’s focused on consulting in tax for individuals that own the businesses and individuals with complicated tax situations.

Rick: That’s great. Warren, give us a success story, maybe something that would be interesting of how you solved a tricky problem or how you helped someone. It doesn’t have to be anything recent or something that comes to mind that you’re really proud of.

Warren: Yeah, Rick, thank you. I mean, one of the things that we do is we work with a lot of nonprofit organizations as well as businesses and individuals. And we work with school systems around the state. And they hire us to speak to their booster clubs, and help the parents and it’s one of the things I’m very proud of what we do is that we help the parents to…well, along with a partner of mine help the parents to provide the extra stuff that the school systems can’t provide. And nonprofits are very complicated, and we try to break that down and help them establish and maintain those booster clubs. And we’ve had a lot of success in that area. And one of the things that I like is how it affects the children in their sports and in their extracurricular activities. So we do a lot of that and I feel like, because we do it so much around the state, we’ve made quite an impact on these children. Of course, right now with COVID this year, there’s not been a lot of activity in the spring, but I’m sure that as life gets back to normal, that will crank back up as well.

Rick: Warren, definitely I wanna circle back around and, you know, dive deeper on talking about COVID and how that’s affected your business. But can we unpack a little bit more about this new thing that you’re doing with nonprofits, because that’s not your main line of business, right? This is something that you’re dealing with another partner, in addition to your main CPA firm, correct?

Warren: Yeah, Rick, it really is. And basically what happened was my partner, Steve Kosmala and I, we’re parents. And we had kids and a new school didn’t have a booster club. And we looked around as to how to establish this thing right for their activity. And we started looking around, and we realized that a lot of people weren’t doing it right. And so we set it up properly, organized the parents, and developed a really good booster club and got that started and got the attention of Gwinnett County public schools and they started getting us to help them speak with their booster parents and help them work with that. And now it’s kind of gotten attention of a lot of people around the state.

We also help people with other nonprofits. And it’s kind of expanded and morphed to that, and we do a good bit of speaking as well, on governance, on how to be a board member. What you need to know before you go on to a board, and what you should really expect if you’re on a board, and in many ways is to give back to the team. [inaudible 00:05:32] obviously, we get paid in most situations, but really, we feel like it’s a huge impact for the community and it’s had an impact on the tax practice as well because a lot of these nonprofits come back to the tax practice and a lot of CPA firms don’t really operate that much in the nonprofit arena. They do it because they have to. They have a kid on the booster club as we did and they dabble in it, but my staff has kind of embraced it. And we do a lot of nonprofit accounting as well as significant corporate and individual accounting and tax.

Rick: I see why you’re proud of it, man. I understand it. And by the way, for the listening audience, full disclosure, Warren and McClellan & Associates is a client of ours at TeamLogic IT. I wanted to disclose that. So I do know a little bit about this line of work and this area of expertise, and it’s really a specialty. I don’t know anybody else that’s doing what you guys are doing in that area, Warren, do you?

Warren: I really don’t. Thank you, Rick. And a comment on being a client of yours, we have been a very happy client now for several years and that’s made a big impact on our firm. We’ve actually gone paperless under your assistance and it’s made a big impact on our being able to continue to operate this spring through what we all went through with COVID-19. So thank you very much.

Rick: Thanks Warren, for saying that one, appreciate it. So yeah, so here we are. It’s May 27th of 2020. We’re some 12 odd weeks into the, I guess the forced shut down or shelter in place rules and laws and whatnot. And strangely enough, these 12 weeks of…actually, maybe more, like, 14 or 15 weeks has been right in the height of the CPA busy season and busy time of the year. So I think more than anybody else, I’m hoping and I believe you’ve got a really interesting story to tell us about how COVID has affected your business. Did it really hit you at the most awkward time of all, didn’t it?

Warren: Oh, it really did. It was kind of a bizarre timing, not only for us, but for everyone. But our story with it is in mid-March was about where it hit, our firm as far as the corporate deadline had basically passed on March 15th. And so now we were looking full speed ahead at April 15th. And we have a deadline of about the end of the third week of March for our clients to get their information and it’s just not possible to adequately staff to do all the returns in the first two weeks of April. So we asked that our clients and through years we’ve helped them organize, get us everything that’s possible by about the third Friday in March. And that was about the time all of this hit. So we had everything in place that we were going to get done for the season.

Some of our employees went home and worked from home. Thanks to Rick and his team being able to make that possible and jumped through the hoops for us. But there were some of us working here. We didn’t allow clients in the office and we just worked away and finished our tax season pretty close to normal. Now what was really different was two things that happened. One was normally, the second week in April we would spend trying to get extensions for people. Well, that sounds pretty easy. You know, you just file the extension and you’re done. But for most of our clients, it’s a lot more complicated than that because the extension extends the time to file but not the time to pay. So you have to spend a good bit of time helping people organize and come up with a reasonable estimate of what they need to pay, communicate back and forth to get that information. Obviously, during that time, we don’t have the information. And so we’re working back and forth to do the best we can, communicate back to the client, help them figure out what they can pay and how they can pay. And that actually went away this year, and we’re working on it now. And a lot of those returns I think will be filed by the July 15th. So that was really the first thing that was the big change, was that second week in April not being so horrendous, jumping the hoops to get the extensions done.

Rick: Got you.

Warren: The second thing that had such a big impact on that was all the new legislation. And in particularly the PPP loans, and that’s really ongoing now. So first of all, we had to help our clients or we were asked to help our clients, many of them gathered the information to file for the PPP loans. We were kind of a central focus of information on this bank’s doing this, the bank’s doing that, how do we do it? You know, who got what and when? And then came down the, “Oh, do you really need it?” You know, if you don’t need it, you shouldn’t have got it. Maybe you should pay it back. Well, most of our clients, ultimately that came out and that if your loan was under $2 million, you have a safe harbor on that. Of course, you needed it. If your loan was over $2 million, then you’re going to have to do some serious justification and perhaps you should consider giving the loan back. So that made it very complex. So then we know there’s forgiveness of these loans if they’re spent right.

Well, they were required to give us the regulations from the SBA and the Treasury, within a month of when that loan was signed, which would have made that due about April 26th. So we got that information, very timely on about May 15th or so. So there were a lot of people that had eight weeks to spend the money and then it was really unclear as to how to spend that money in order to effectively get it forgiven.

And so now many of our clients are in certainly the second half of that eight-week period, I think most of them are. And so are there things that they need to do to appropriately spend that money so they can ensure forgiveness? And what are the calculations of the forgiveness? Which, again, we just really got last week. So we’re going through our clients and helping them do preliminary calculations based on what they’re spending and what they’re doing to make sure that they get that forgiven. So that along with all the new retirement rules that are out there, and all the other things, as well as the stimulus checks, where’s my stimulus check? All of those things, we were taking a million calls. So that actually made it very exciting. And while we didn’t always have the answer, we tried to maintain the latest information, so that when people called, we could help them and help them get on top of that. And so it certainly made it a very exciting year for us and hopefully, business gets back to normal and we’re all back to living our normal lives.

Rick: Well, everything that you just said, the thing that I just can’t get my mind wrapped around is how much of a moving target everything was that you were involved in, in your area of expertise and service to your clients. I mean, you were fielding calls non stop yet the answers were, again, a moving target almost constantly, right?

Warren: Absolutely. It really was. And my staff did great too. We would sit, and we would meet, we would talk things through. We watched videos from lots of law firms. We studied this thing. And again, it was very much a moving target and we were working during tax season. And some people were at home and some people were here. And so the good thing about it was, there really wasn’t much else to do during that time but work. So we all just buckled down and worked. And all the people talking about being bored, we just didn’t have that problem.

Rick: Well, good for you. And I guess the million dollar question then is do you think that the target’s done moving at this point? Is there going to be more guidance coming out with respect…I guess I’m focused on the PPP with respect to that question. Do you think that we’ve settled down on…?

Warren: No. I think we’re close on what we have on the PPP loans, but Congress is now considering making some changes that hopefully are just good changes and helpful changes, like considering changing the length of time to spend it from 8 weeks to 16 weeks. Again, that’s only a consideration. It is not a fact yet, but I think there will be some more things happening and, you know, I wouldn’t be surprised if there were more loans. I think that would be very helpful to small business. I think it was a very good law, at least for PPP loans because the clients that I’ve been involved with, were able to keep people employed during a very difficult time. Medical practices, for instance, have really struggled because, okay, they could do video appointments and people were putting things off. And I think overall, most people really their revenue was down, and the PPP loans enabled them to pay the rent, pay their utilities and most importantly pay their employees. So I’m a big fan of what was done there.

Rick: Okay, great. Switching gears with you a little bit, you had mentioned about going paperless. And I’m not sure if you mentioned cloud or not. I would like to dive a little bit into that because the, you know…part of our focus on the show is to talk about how small businesses use technology to succeed. Can you talk about, say life before the cloud solution and then life now with the cloud solution? What that means to you and what it’s been able to facilitate for you, whether it’s, you know, working from home or whatever?

Warren: Oh, absolutely. Rick, I appreciate the question. I honestly admit that has meant and means so much more to us than being able to work from home. Obviously, that’s a big deal, but being a CPA firm, we’ve just been all about the paper. And to say that we’re 100% paperless today is not really true. We’re certainly still paperless-ish and we may never be 100% paperless. But it certainly…

Rick: I like that one.

Warren: Thank you.

Warren: It’s certainly been a big boon to our business. So we’ve had a huge file room that’s actually a double office, but the room, the wall between was taken out and that the huge file were in here, and it has just been absolutely full, and we can keep about four years’ worth of information. And we had also offsite storage, dramatic offsite storage, some of it going back 25 years. And so ultimately, we were able to scan all of that into the cloud and appropriately shred, dispose of it. And now we get rid of the offsite storage. And we get rid of the file room, although we’re still scanning a little bit in there, but it’s going away, freeing up two more office spaces in our office, which is nice. But the movement of information, the being able to wake up on Saturday morning and say, “You know what, I’d really like to work and I don’t wanna drive into the office,” I can go in there, you can pull up everything, being able to work on a client site. We go to a lot of corporate clients, and we have to take a big box of physical files and sit there to be able to open up everything. I go in now, with my laptop, get on the cloud, and I’ve got everything, I’ve got my desk there. So I can look at everything and work with the client. It’s so much easier to have this tiny, little laptop that I take everywhere and I can just go and get what I want. I do not have to worry about somebody packing my bag, and, “Oh, they forgot this tax return or they forgot to pack this for me.” If it’s all there, I can just go and get it.

I think the step up here has made us much more efficient. Obviously there have been inefficiencies through the years of getting there, but now that we’re there, our automation is so much better. And I think that we’re exploring the possibility of going to even further automation where when somebody brings us a 1099, there’s software and sometimes 1099s are 50 pages because they have brokerage statements, and so to be able to automate that and actually pull the information off the 1099 and put it directly to the tax return. And we were exploring that. And obviously, even when that’s done automatically, all that we will take out of it is the data process, the professional effort will still be there, but they won’t be spending their time [inaudible 00:21:25] 50 pages worth of data into a tax return. And so the efficiencies that we’re gaining allow us to be so much more consultative and less data crunches for people. And so we can help get the returns prepared and help our clients understand it and have the information to make good decisions.

Rick: More strategic and less tactical, I guess.

Warren: Exactly.

Rick: That’s great. Warren, thanks for that. That was a deep dive. That was just really a great answer to an interesting question. I have a couple more questions for you. We’ve got a little bit of a time limit, but we’ve got plenty of time if you’re willing to go into a couple more questions here. One that I always like to ask…

Warren: Absolutely, Rick, thank you.

Rick: Okay, thank you. Thank you. One that I always like to ask on every show is a special question is, what is an aspect about your business that people don’t tend to think about, that you wish people would ask you about?

Warren: Rick, what I’d really like people to ask me is how can I better understand my business or my personal situation? How can I…? What do I need to know, Warren, about the tax aspects, the accounting aspects that allow me to have better discernment and make better decisions? So for instance, when I got started maybe 25 years ago, I left a very large firm and started this firm. And so I started working with companies at that point. QuickBooks was brand new. And it was a new program and I embraced it very quickly and started helping clients get set up. And those days, most everybody had a computer, at least on a desk in their office, and they would use it to create invoices and do mailings. And I’m like, “Let’s upgrade this. If we’re gonna use QuickBooks, let’s have it at your site and have good real-time information,” because the environment that I come out of, which was Fortune 500, Fortune 100 companies I was working with in those days had real time information. So the idea was to help them get up-to-date data. And what was happening with a lot of them, they kept a check book with invoices, send it off to some bookkeeping practice who would send them back financial statements, they didn’t understand, they didn’t know how to read. They meant nothing to them, but they were done because they had to have them. And so it’s like, “Wait, let’s use this as a tool.” So I started working with several people and helping them to automate their accounting in house with support from me and from my staff. Then I started working with the owners and helping them to understand what they had, to be able to read the financial statements, and to be discerning about them, and to make management decisions out of that. So that’s really what I really like to do and what my staff likes to do is help our clients to understand the information. And many of those people that I work with so many years ago are still clients, and have been highly successful. And I would like to think and I think many of them would say that my firm contributed to that by helping them have a good foundation and helping them get the accounting system started right and helping the owners to understand and to be able to use the accounting information that they had.

Rick: You know, one thing that we say in our business at TeamLogic is that you can’t manage something unless you can measure it. And I know we didn’t come up with that. That’s probably something that one of your CPA predecessors or something back in time came up with. That’s the essence of what you’re talking about, right?

Warren: Right. Exactly.

Rick: You’ve got to be able to measure it to manage it. Great, great answer. Thank you. One more question, then we’re gonna give you a chance to talk a little bit about how folks can find you. But before we do that, it’s my favorite question of all time. And that is that, you know, 25 years in business as a founder and a small business owner, what do you like best about being a small business owner?

Warren: I really like and I’m most turned on about making a difference for people. I truly think that… And it’s a surprise. I set out to start a business and I didn’t really anticipate that. But now with so many clients, so many people through the years, I’ve been able to see and told of the impact that we make. And that is probably the biggest thing. And especially going back to even the booster clubs, the parents, being able to see people comfortably being able to do that. The school systems, understanding and having comfort that their parents have the information that they need. The small businesses, helping them to make good decisions, helping them to have a good base. And the individuals that we serve, with their accounting and financial planning, helping them to do that and to have good information and make good decisions and feel like that their accounting is a good base for them. So I think that’s the biggest thing. And again, it was not something I anticipated but it truly turns me on to help people and make a difference.

Rick: That’s great, Warren. I just really, really love asking that question and that may be the best answer that I’ve ever gotten from anybody on that. Thank you for that. Thank you for…

Warren: Thank you for that.

Rick: So, we’re gonna go ahead and wrap up but before we do, tell the audience how to find you. How do we get in touch with you? How do we find McClellan & Associates CPA?

Warren: Well, probably the easiest way, the first thing is the website. And the website is fairly easy, and that it’s just mcclellancpa.com. But there are about 100 different ways to spell McClellan. So if you’ll let me do that I’ll put that out there so that you can find me and it is, mcclellancpa.com. That’s certainly the first place is to go to the website. If you’ll allow me I’ll also add our main telephone number as well. And we do our best to still answer the telephone. I can’t say that 100% of the time and during COVID we may have struggled with that but we try to answer it. Rather than dial 387 for this person, we try to get you a person at least on business days between 9:00 and 5:00. And that main phone number and it is for both offices is 770-497-9525. Again, 770-497-9525.

Rick: Thank you, Warren. Thank you for your appearance and time with us today. Folks, that’s a wrap. “IT Help Atlanta” is brought to you by TeamLogic IT, your managed services technology advisor, specializing in cybersecurity, cloud, and business continuity solutions. TeamLogic leverages cutting-edge technology to solve all types of business problems. Go to ithelpatlanta.com for audio archives of this radio show and to learn more about our sponsor, TeamLogic IT. Go to mcclellancpa.com, mcclellancpa.com to learn more about Warren’s wonderful company, McClellan & Associates CPA. For my guest, Warren McClellan, I’m Rick Higgins and join us next time on “IT Help Atlanta.”

Tagged With: Accounting, cloud computing, CPA firm, cpa's, enrolled agent, IT Help Atlanta, McClellan & Associates CPAs, Rick Higgins, TeamLogic IT, Warren McClellan

Bradley Carroll with Frazier & Deeter

April 8, 2020 by Mike

Case In Point
Case In Point
Bradley Carroll with Frazier & Deeter
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Host Rick Strawn and guest Bradley Carroll answer questions about the new CARES (Coronavirus Aid, Relief, and Economic Security) Act which contains $379 billion in relief for American workers and small businesses.

Bradley Carroll/Frazier & Deeter, CPAs & Advisors

Frazier & Deeter is a nationally recognized accounting and advisory firm headquartered in Atlanta, GA. Frazier & Deeter and its FD family of brands have nine offices across the United States and one in the United Kingdom. The firm has been recognized repeatedly as a “Best of the Best” Accounting firm, a “Best Firm to Work” for in the U.S.. and a “Best Firm for Women in Leadership”. The firm provides a wide range of tax, audit, accounting and advisory services to help clients reach their unique financial goals. Frazier & Deeter’s brand promise is “investing in relationships to make a difference™”.

CLICK HERE for the video of this episode.

Tagged With: accounting firm, bradley carroll, business podcast, business radio, Business RadioX, CARES Act, case in point, case in point podcast, case in point radio show, coronavirus relief, covid-19 relief, cpa's, Frazier Deeter, gwinnett security company, gwinnett security firm, Paradigm Security, paradigm security podcast, paradigm security radio show, Paradigm Security Services, Radiox, Rick Strawn, safety, security, small business loans, small business relief, soesbe's garage, soesbe’s

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