Why lowering your price always costs you more with Michael Coronado

Michael Coronado of Pronto Advisors still remembers walking into a restaurant decades ago and asking how they closed out the register each night. The answer: someone opened it, took out the cash, and put it in the safe. No one ever counted it. That story sets the tone for a conversation about what happens when businesses skip the basics, whether it's cash controls, tax planning, or pricing.Michael runs Pronto Advisors, a family accounting and tax practice focused on real estate investors and property owners, a business his father started 35 years ago. He talks about taking over from his mother, the difference between filing taxes and actually planning for them, and why he says he has regretted lowering his price 100 percent of the time. It's a candid look at what it takes to run a firm built on decades of trust.Unbalanced is brought to you by Anchor. We help accounting and professional services firms send agreements, collect payments, and manage billing in one simple system. Join the thousands of accounting firms who have made the switch.