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The webinar focuses on creating attractive accounting service packages and pricing options, a challenging aspect of value pricing for accountants. The key struggle discussed is how to justify pricing to clients and ensure they perceive it as fair, especially when charging a flat fee. The session highlights the importance of balancing the risks associated with fixed pricing versus hourly rates. To engage participants, a polling question is introduced to assess their experience with value pricing, including its implementation and success. This preliminary question aims to gauge the audience's current stage in adopting value pricing strategies.