PLAY TRAILER

PRICING WITH CONFIDENCE

EVENT DETAILS

November 2nd- November 5th, 2025

CORAL GABLES, FL

ABOUT THIS EVENT

About the event theme

Pricing with Confidence for Accountants:

This event empowers accounting professionals to master value-driven pricing strategies, communicate their worth with assurance, and elevate their pricing conversations to drive business growth.

Key topics include the psychology of pricing, building client trust through transparent and confident communication, and overcoming objections with ease.

Attendees will delve into strategies to position premium services, implement tiered pricing models, and transition from hourly billing to value-based and subscription models. The event features applications of the "Exactly What to Say" methodology, with certified guide Carlos showcasing how precise language can transform pricing discussions into opportunities for stronger client relationships and higher revenue.

In addition to EWTS, this event draws inspiration from thought leaders like Ron Baker and Ed Kless (Value Pricing), Blair Enns (Pricing Creativity), and many more.

Their insights will help attendees explore advanced pricing models, such as menu pricing, retainer-based models, and anchoring strategies that resonate with clients' perceived value.

Complementing this, Hector will share his transformative journey, highlighting lessons learned and the impact of confident pricing strategies on his firm's success. His experience will motivate attendees to rethink their approach and use pricing as a pivotal tool for achieving sustainable growth and delivering exceptional client value.

Where

CORAL GABLES, FL

When

NOVEMBER 2-5th, 2025

Our Sponsors

HEADLINE SPONSOR

gold sponsor

silver sponsor

Conference organizers

Meet your co-hosts

Hector Garcia, CPA

Founder, REFRAME

Carlos Garcia

Exactly What to Say - Certified Guide

What is REFRAME?

The REFRAME Conference is an annual event designed to inspire and revolutionize the accounting profession by introducing new perspectives and methodologies. It's a platform where influential conversations meet innovative strategies, guiding accountants in rethinking how they approach their business and client relationships.

At its core, REFRAME answers the question, "How can accountants adapt to the changing landscape of their profession?" This is achieved by focusing on themes such as 'Influential Conversations for Accountants', which emphasizes the power of effective communication in rebranding, enhancing client engagement, and developing unique service strategies.

REFRAME has Featured industry visionaries and thought leaders like Ron Baker, Chris Do (2023 Keynote Speakers), the conference provides insights into how creative thinking and transformative dialogue can reshape traditional accounting practices. It's not just about keeping up with the trends; it's about being ahead of them, redefining the role of the accountant in a rapidly evolving business world.In essence, REFRAME is where accountants come to learn, grow, and be inspired.

It's a call to action for professionals who want to elevate their practice and set new standards in the accounting industry.

2.5 DAYS OF ADVANCED EDUCATION, TECH EXPLORATION, AND NETWORKING

Carolyn Strauss

Phil M. Jones

Ed Kless

Chris Do

Featured Speakers

2024 Keynote SPEAKERS

Carolyn Strauss: Carolyn Strauss is an expert at team building and communication. She works with businesses to get work done in real time while supporting and appreciating the people involved. Through keynotes, workshops and as a professional emcee, she brings energy and insights to events worldwide.

Chris Do: As a master of branding and design, Chris brings a unique perspective on how creativity can be harnessed to set your firm apart in the marketplace. Get ready to be inspired by his blend of artistry and business acumen.

Phil M Jones: A distinguished keynote speaker and best-selling author, renowned for his expertise in sales training and persuasive communication. Known for his engaging and interactive speaking style, Phil blends humor with actionable advice, making complex topics accessible and entertaining.

Ed Kless: A thought leader in the CPA and accounting space, known for his expertise in business strategy and value pricing. He has played a pivotal role in guiding accounting professionals to adopt innovative, client-focused practices, challenging traditional approaches in the industry. Ed is a sought-after speaker and author, inspiring CPAs to rethink their business models and embrace change.

Want a sneak peek?

Curious about what REFRAME has to offer? Dive into the heart of our transformative experience with this exclusive recap video of REFRAME 2024. Get a firsthand look at the dynamic discussions, groundbreaking ideas, and the vibrant community that makes REFRAME a must-attend event for forward-thinking accountants. WATCH HERE

Why attend Reframe

Join REFRAME to be at the forefront of transformation in the accounting industry, where innovative strategies and impactful conversations converge to redefine your professional path and elevate your practice.

GROW YOUR PRACTICE

Discover how to scale your business effectively. Learn from those who've mastered the art of growth, gaining insights into client acquisition, service diversification, and maximizing profitability.

MEET WITH YOUR PEERS

Networking at REFRAME puts you in contact with like-minded professionals. Exchange ideas, collaborate on solutions, and build lasting relationships with peers who share your passion for progress.

EXPERIENCE ADVANCED TRAINING

Engage in high-level training sessions at REFRAME. These workshops and seminars are designed to refine your skills and introduce you to the latest industry trends and techniques.

BROADEN YOUR EXPERTISE

REFRAME offers a wealth of knowledge across various domains. Expand your understanding of the accounting field, from niche specializations to broad market trends, ensuring you stay ahead of the curve.

AUTOMATE YOUR PROCESSES

Learn about the latest in automation technology at REFRAME. Discover tools and strategies to streamline your operations, reduce manual effort, and enhance efficiency in your practice.

HEAR FROM THE EXPERTS

Gain valuable insights from top industry experts at REFRAME. Their unique perspectives and experiences offer invaluable lessons in innovation, leadership, and the future of accounting.

About the conference venue

2025 - The Loews Coral Gables Hotel in Coral Gables, Florida, is a premier destination for the REFRAME Conference, offering sophisticated charm and contemporary luxury. Nestled in the heart of the City Beautiful, this elegant venue combines timeless architecture with modern amenities, creating an inspiring environment for our transformative gathering.

Prime Location
World-Class Facilities
Exceptional Dining and Shopping

Agenda

7:30 AM - 9:00 AM

Registration/Breakfast

10:00 AM - 10:45 AM

TBD

10:45 AM - 11:15 AM

TBD

11:15 AM - 12:00 PM

TBD

12:00 PM - 1:30 PM

TBD

2:15 PM - 3:00 PM

TBD

3:00 PM - 3:30 PM

TBD

3:30 PM - 4:15 PM

TBD

05:00 PM - 05:15 PM

Closing

7:30 AM - 9:00 AM

Breakfast

10:30 AM - 11:00 AM

TBD

11:15 AM - 12:00 PM

TBD

12:00 AM - 01:30 PM

TBD

02:00 PM - 02:30 PM

TBD

2:30 PM - 3:00 PM

TBD

3:30 PM - 3:45 PM

TBD

3:30 PM - 4:45 PM

TBD

4:45 PM - 5:15 PM

TBD

7:00 AM - 8:30 AM

TBD

9:45 AM - 10:15 AM

TBD

10:15 AM - 10:45 AM

TBD

10:45 AM - 11:15 AM

TBD

11:30 AM

TBD

faq

The most common questions