Do you know how to price the soft stuff?

All week I’ve been talking about a pattern I hear from CPAs:

“I saw a way to save a client $50,000, but it only took five minutes… so I can’t really charge that much.”

And we’ve been unpacking why that logic is upside down.

Clients aren’t paying you for the five minutes.

They’re paying for the outcome — in this case, the $50,000.

And they’re also paying for a lot more than the financial result.

They’re paying for the trust you’ve built over the years.

They’re paying for the clarity they get from talking things through with someone who knows their life story.

They’re paying for the confidence that they’re making the right decision — and avoiding mistakes.

They’re paying for the sense that you have their back, always.

Yes, the dollars matter.

But there’s also a metric ton of value in the “soft stuff” — the clarity, the certainty, the confidence, the relief.

So the next time you catch yourself thinking,
“But it only took five minutes…”
pause, and reset the frame you’re looking through.

Don’t price relative to the five minutes it took you to find the $50,000.

Price relative to the sum total of value you create — the financial wins and the soft (but not actually soft) stuff clients depend on you for.

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Wondering how to price soft stuff?
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