Episode Description
Candy Bellau joins Nancy and Questian to discuss a problem that costs women accountants thousands of dollars every year: underpricing. The conversation covers why women tend to charge 25-50% less than men for the same work, how compassionate pricing and relationship loyalty keep us trapped in unsustainable business models, and what changed when Candy discovered male colleagues were quoting double her rates despite having less expertise. The three dive into practical solutions, including reframing value-based pricing, building community support around fee conversations, and remembering that sustainable pricing is not only about personal profit, but also about taking care of your team.
Sponsors
Forwardly - https://www.forwardly.com/shecounts
Relay- https://relayfi.com/shecounts
Client Hub - https://www.clienthub.app/lp/shecounts
- (00:00) - Welcome to She Counts
- (00:55) - Introducing Today's Topic and Guest
- (01:38) - Personal Challenges and Support
- (04:24) - Kandy's Story: Overcoming Hardships
- (08:55) - The Turning Point: Changing Pricing Strategies
- (12:57) - The Impact of Underpricing
- (35:57) - Steps to Address Gender Disparities in Pricing
- (41:37) - Balancing Personal Life and Business
- (42:33) - Empowering Employees
- (48:01) - No Margin, No Mission
- (51:04) - Addressing Gender Disparities in Pricing
- (56:01) - Building Confidence in Pricing
- (59:20) - Practical Solutions for Better Pricing
- (01:12:42) - Final Thoughts and Takeaways
Resources
- Candy Bellau on LinkedIn - https://www.linkedin.com/in/candicejohnsonkramerica/
- Unbalanced Podcast - https://open.spotify.com/show/4cikK2dd9JVvSmeyax58fQ
- Sam Hallburn - https://www.linkedin.com/in/pbsaccounting/
- Kramerica Business Solutions, Candy’s controllership company - https://kramericasolutions.com/
- Vandelay Forensic Group LLC, Candy’s CFE/Private Investigator Agency - www.vandelayforensics.com
- Theatre of Public Speaking - https://publicspeaking.mistymegia.com/?ref=857055
- Candy & Heather Satterley on the Woodard Report podcast - https://report.woodard.com/articles/twr-podcast-episode-99-candy-bellau-rwwr-twrpod
- Candy’s Woodard Report articles - https://report.woodard.com/articles/author/candy-bellau
- Andrea MacDonald on LinkedIn - https://www.linkedin.com/in/andrea-macdonald-cpa-4704042b/
- Carlos Garcia & Vanessa Vasquez - What Exactly to Say (for Accountants) at Intuit Connect - https://www.youtube.com/watch?v=2yJoFL1rERE
Links to articles and studies on gender pricing disparities:
- https://www.sciencedirect.com/science/article/pii/S0749597808001234
- https://dl.acm.org/doi/fullHtml/10.1145/3411764.3445636
- https://www.kauffman.org/wp-content/uploads/2019/12/gender_compilation_83016.pdf
- https://www.usatoday.com/story/money/usaandmain/2018/08/29/gender-wage-gap-women-entrepreneurs-time-give-yourself-raise/1123545002/
- https://www.inc.com/kimberly-weisul/why-women-business-owners-need-to-raise-prices.html
- https://www.bcg.com/publications/2018/why-women-owned-startups-are-better-bet
- https://www.sciencedirect.com/science/article/pii/S0749597808001234
- https://www.jec.senate.gov/public/_cache/files/8a42df04-8b6d-4949-b20b-6f40a326db9e/the-pink-tax---how-gender-based-pricing-hurts-women-s-buying-power.pdf
- https://thegalproject.com/2025/05/21/pricing-with-confidence/
SPONSORS: Forwardly, Relay, Client Hub
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