Pricing is one of the most critical yet challenging aspects of running a business, and for Cheryl Sharp, founder and CEO of Pink Pig Financials, the journey to finding the right balance has been deeply personal and transformative. At a recent Elevate Summit session, Cheryl shared how her mindset around pricing evolved, the strategies that helped her gain confidence in her value, and how empowering her team has been key to scaling her firm.
In this post, we’ll explore Cheryl’s inspiring story and highlight some key takeaways that can help fellow accountants, bookkeepers, and business owners tackle their own pricing challenges.
From survival to success: Cheryl’s backstory
Cheryl founded Pink Pig Financials in 2014, shortly after leaving an abusive marriage. At the time, her primary motivation was to create a business that gave her the flexibility to care for her two sons and achieve financial independence.
“I needed a bit of freedom,” Cheryl said, reflecting on the driving force behind starting her own business. From day one, her focus was on creating a flexible work environment, both for herself and eventually for her team. Today, Pink Pig Financials employs a team of eight, only two of whom are full-time. The rest work part-time, managing their schedules around family commitments, side businesses, or even travelling adventures.
Cheryl’s vision of flexibility, however, didn’t initially extend to how she priced her services. “I had an awful lot of mindset challenges,” she admitted, attributing her struggles to her past experience. “I didn’t feel worthy of charging the right amount. I didn’t feel good enough to charge the right amount.”
Key takeaway #1: The importance of a mindset shift
Cheryl’s journey into pricing started with a mindset shift. Early on, she worked long hours for very little reward, partly because of impostor syndrome and a lack of confidence in her value. This is something many business owners, especially women, can relate to—feeling unsure of their worth and undercharging as a result.
“I knew my prices were an issue, but it wasn’t until I started doing a lot of work around mindset with my coach that I started to believe I was good enough,” Cheryl said. This self-belief was the catalyst for her to raise prices and work towards a profitable business model.
What stands out in Cheryl’s story is her recognition that mindset work is ongoing. “Even now, I’m looking at raising my prices again,” she shared. Each time she faces new challenges, she builds on the confidence she’s developed, and while it never becomes easy, it does become more manageable.
For many accountants, especially those running their own firms, mindset plays a huge role in pricing. Cheryl’s advice is clear: “You are worthy of charging what you’re worth, and it’s okay to feel uncomfortable at first. The important thing is to keep improving.”
Key takeaway #2: Implementing a pricing system and staying consistent
While Cheryl always knew she wanted to use fixed fees, her early pricing strategy was, in her words, “finger in the air.” Without much transparency in the market and little involvement in fee-setting during her time working at other firms, she set her prices too low. She even admitted that one of her initial packages was priced at £32 a month for accounts, bookkeeping, payroll, and tax returns—a clear case of undervaluing her services.
Cheryl’s breakthrough came when she began using GoProposal, a system designed to help accountants price their services transparently and consistently. However, adopting a pricing system wasn’t just about plugging in numbers—it also required consistent reviews and adjustments. “I didn’t do any fee reviews for the first three or four years,” Cheryl recalled, noting that she was doing far more work than what she was charging for.
The implementation of a structured pricing system, combined with annual or even quarterly reviews, allowed Cheryl to avoid scope creep and ensure that her fees reflected the value she delivered. She noted that fee reviews aren’t just about raising prices—they also provide an opportunity to reassess the services clients need, helping both the business and clients plan ahead.
Key takeaway #3: Empowering your team to own client relationships
One of the most transformative aspects of Cheryl’s journey has been the way she empowered her team to take ownership of client relationships, including pricing conversations.
“I wanted the team to have that ownership,” Cheryl said. Early on, she had reservations about delegating pricing discussions to her team, fearing that junior staff weren’t ready for those conversations. However, as Pink Pig Financials grew and Cheryl began stepping back from the day-to-day operations, it became clear that her team was more than capable of handling these discussions.
By giving her team authority and building their confidence, Cheryl was able to create a culture where clients see her team as trusted advisors. “The team runs with it,” she said proudly. Some clients have such strong relationships with their account managers that they’ve never even spoken to Cheryl directly. This trust has been vital in maintaining consistency and ensuring that the team doesn’t have to defer to Cheryl for every decision.
Moreover, empowering her team has had a positive impact on client satisfaction. Cheryl explained that her team handles most client interactions, including fee reviews, which strengthens their authority and builds client trust. “It didn’t fit with what we were trying to achieve as a business,” Cheryl said of the old model where she had to step in to discuss fees. “Now, they’ve got the confidence to have those conversations themselves.”
Final thoughts: Building a better business through pricing and empowerment
Cheryl Sharp’s journey with Pink Pig Financials is a powerful reminder that pricing is about more than just numbers—it’s about mindset, consistency, and trust. By working through her own mindset challenges, implementing a structured pricing system, and empowering her team to take ownership, Cheryl has built a thriving, flexible business that aligns with her values and supports her clients’ needs.
Her advice for other business owners facing similar challenges is simple: don’t be afraid to start small, learn from your mistakes, and grow from there. As Cheryl said, “You need to learn and keep learning.”
Watch the full recordings from the Elevate Summit
To hear more inspiring stories like Cheryl’s and get valuable insights on pricing, business growth, and team empowerment, check out the full recordings from the Elevate Summit. Whether you’re looking to refine your pricing strategy or empower your team, there’s something for everyone!