How to Earn More from Fewer Clients

Date: 30 September 2026

Most accounting firm owners are excellent at their work and under-rewarded for it. Not because their clients won't pay more — but because the conversation that would change that feels harder than simply carrying on.

This session explores why that conversation feels so difficult, why the difficulty has nothing to do with confidence or communication skills, and what actually changes when firm owners understand the real reason their fees are where they are.

Drawing on 28 years of working with over 10,000 accountants, Shane Lukas unpacks the specific pattern that keeps technically excellent accountants earning less than their work is worth — and the practical shift that breaks it.

Attendees won't leave with scripts for awkward conversations. They'll leave understanding why those conversations become straightforward once one thing changes — and what that one thing is.

By the end of this session, attendees will be able to:

• Identify why undercharging persists even in technically excellent, well-run firms — and what's actually driving it beneath the surface.
• Recognise the specific belief pattern that makes fee conversations feel harder than they need to be.
• Understand what firm owners who charge appropriately do differently — and why it has nothing to do with boldness, sales confidence, or personality type.
• Apply one practical question before their next client renewal or new client quote that reframes the entire conversation

CPD units: 1