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The webinar focuses on creating accounting service packages and pricing options, which is considered a challenging aspect of value pricing. The presenter highlights common struggles among accountants, such as justifying pricing and ensuring clients perceive the fees as fair, especially when charging a flat fee. The discussion aims to address the difficulties of establishing packages that are both appealing to clients and reflective of the services' value. To engage participants, a polling question is introduced to assess their current status regarding the implementation and success of value pricing in their practices.