Live Webinar
The Psychology of Pricing Your Services
Time: 1pm – 3pm ET
Date: Friday, January 23, 2026
Think your pricing is “fine”? Think again.
In this special two hour webinar, Tax Rep Founder Eric Green sits down with three of the most influential leaders in the tax and accounting space to literally talk money! Joining Eric are behavioral economist Etinosa Agbonlahor, Powerful Accounting founder Dawn Brolin, and Founder of the Abundant Accountant, Michelle Weinstein. During this webinar they will expose the hidden psychology behind why tax pros and accountants chronically underprice their services—and what to do about it.
Our expert panel will break down how clients actually make financial decisions, why they rarely notice price increases, and how your lack of confidence may be costing you tens of thousands of dollars. You’ll hear real stories from the tax trenches, the behavioral biases sabotaging your pricing, and the simple shifts that instantly boost your revenue.
If you want clients who gladly pay for your expertise, this episode is your roadmap. Get ready to rethink everything you know about pricing!
The panel will discuss the issue for 1.5 hours with a thirty-minute live Q&A afterward.
Register for the Webinar!
Please use the form below.
Meet the Speakers
Eric Green – Attorney and Founder, Tax Rep Network
Attorney Eric L. Green is a practicing tax attorney, author, speaker, and coach. He founded Tax Rep LLC which runs the popular tax representation practice-growth training and coaching program Tax Rep Network. Through his role as the primary instructor and coach at Tax Rep Network, he has helped thousands of accountants start and grow successful tax representation practices.
Eric is a partner and founder of law firm Green & Sklarz LLP, which is based in New Haven, Connecticut, where his focus is taxpayer representation before the IRS, Department of Justice Tax Division and state departments of revenue. Prior to becoming an attorney, Eric served as a senior tax consultant for national and international accounting firms, including KPMG and Deloitte & Touche.
Eric developed a national reputation by building a remarkable record of negotiating favorable settlements in thousands of civil cases against government agencies and has also been able to convince government agents and attorneys to forgo criminal charges and civilly resolve many cases.
Etinosa Agbonlahor – Behavioral Scientist / Personal Finance Expert
Etinosa Agbonlahor is a behavioral economist and CEO of Decision Alpha, a behavioral pricing firm that helps businesses improve pricing for growth, traction, and stronger perceived value.
Passionate about helping people live healthier financial lives, she brings over a decade of experience working across the U.S., Australia, Africa, and the U.K.—shaping pricing, engagement, and customer behavior strategy for global financial institutions and venture-backed startups.
Her work has been featured in MarketWatch, Morningstar, and other leading platforms, highlighting her focus on how behavior drives financial outcomes.
Etinosa is the author of How to Talk to Your Parents About Money, a guide to navigating complex financial conversations.
Dawn Brolin, CPA, CFE – Founder, Designated Motivator
Dawn Brolin, CPA, CFE, is The Designated Motivator for Accounting Professionals and CEO of Powerful Accounting, Inc. A respected educator and speaker for over 20 years, Dawn is known for her work with technology partners, her role as President of the Accounting Cornerstone Foundation, and her multiple industry recognitions. Through coaching, books, and speaking, she helps firm owners achieve growth, freedom, and balance.
Michelle Weinstein – Founder The Abundant Accountant
Michelle Weinstein is a time-tested entrepreneur, master of selling, and founder of The Pitch Queen and The Abundant Accountant.
In her 20 years of sales experience, she’s worked with multiple CEOs at billion dollar companies, landed contracts with national retailers like Costco and The Vitamin Shoppe, and pitched her way onto ABC’s Shark Tank.
Her business journey started in finance, which is why her mission today is to help accountants, EAs, CPAs and bookkeepers discover their true value and sell high-level services to their clients with ease and confidence.
Her clients have collectively added over $20 million in additional revenue in their firms in the last two years. ALL of them did this without working more hours, without taking on a ton of new clients, without discounting their services, and without doing anything that they didn’t want to do.
