I picked up a new client this year, just like you are mentioning.
MFJ, 300k ish combined, Int Dvs brokerage, etc. Home mortgage but not enough to itemize.
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Client was referred to me, and was a current client of a local bank/financial "warehouse".
They do everything from banking, payroll, insurance services, taxes.
Do all of the above, but nothing especially well. Non EA/CPA preparers.
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Client was paying $500 and I quoted $600-750 <as 2-2.5 hours, without stating the time or $/hr>
(which would be realistic when including the input of prior year etc.)
Client was iffy about the price, asked for an explanation of pricing, and why they would pay more for a tax return.
I outlined an emailed explaining the differences between un-enrolled, EA, CPA and the hoops one goes through to obtain those designations. How some firms bill by the form, or by the "value" or by the time.
At the end of the email I said I would agree to match the price as a favor to the referral and because I wanted the relationship to work. I mostly matched the price because I had already spent the time inputting the 2019 returns for any carryovers, etc. and I felt like it would be a good fit and I could make money on it moving forward. Also didn't want bad word spreading back to my client that refereed who I handle 6 businesses and 2 personals for.
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I also pointed out that if someone is happy with their current preparer, I typically encourage them to stay with that preparer, and he was likely talking to me for one reason or another. (That reason was because his old preparer verbally sighed when he asked a question and said we already talked about this, it's not deductible.)
Hopefully this is a long term client and I can squeeze the COLA increase into the price every year, but based on the above interaction, he might also be a bit high maint. and then after the first year he's going on the clock for calls, emails and questions.
Bottom line, easy 1040s that take 30-60 minutes that you can charge 500-750 are a lot of firms bread and butter.
I like to knock them out during tax season so I can play more golf in the summer.
Pros and cons to all things.