How to raise prices without losing customers

Raising prices without losing customers is not an easy task and is not without risk, although most people are aware that we have had a difficult few years and accept economic adjustments with resignation.

Since the start of the pandemic in 2020, and with the subsequent outbreak of the war in Ukraine, price increases in the markets have been noticeable and constant. Many companies have had to make their products more expensive as the only solution to keep their business viable.

Despite the existence of various strategies to reduce costs (optimisation of packaging, more efficient processes, higher volume purchases, etc.), the savings are not always significant enough to keep prices frozen and price increases are inevitable. For this reason, in this article we are going to analyse the main keys to raising prices without losing customers.

Understanding why you have to raise prices

You are going to raise your rates, but it is important to understand why you need to do so. Has the cost of production increased? Have you invested in improvements in product quality or greater efficiency in the supply chain? Are there external factors such as inflation or the rising cost of raw materials?

It is crucial that you can explain the reasons behind the price increase to your customers. If they can see that the price increase is reasonable and fair, they are less likely to be upset. Make sure you clearly communicate the reasons behind the price increase and how it will affect the quality of the product.

Assess the competition

Before raising prices, it is important to consider what your competitors are doing. If your competitors' prices are significantly lower than yours, you may need to reconsider your decision to raise prices and choose other options that will allow you to increase the margin on your products.

However, if your competitors are increasing their prices and your costs are also increasing, then you may need to do the same to maintain profitability. Make a careful assessment of the competition before making a decision.

Improve product quality

One way to justify a price increase is to improve product quality. If you can offer higher quality products that justify a higher price, many customers will be willing to pay more.

Make an honest assessment of your product to identify possible improvements. Are there ways to make it more durable or stronger? Can the design or appearance be improved? If there are improvements that could justify a higher price, communicate this to your customers. Remember that with the right supplier and by carrying out the necessary quality controls, the quality of the products you sell can be as good as you want it to be.

Offer added value

Another way to justify a price increase is to offer added value, an option that is also a fantastic way to differentiate your products from those of your competitors. You can offer additional services that justify a higher price. For example, if you sell garden equipment, you can offer garden maintenance services as part of the purchase or increase the warranty period.

If you can offer something that your competitors do not, then you have a competitive advantage and can justify a higher price. Be sure to clearly communicate the additional benefits you are offering and how they will affect the customer experience.

Communicate price increases in advance

It is very important to communicate price increases in advance. If customers find out about the price increase after they buy, they are more likely to feel cheated or resentful. Communicate price increases at least one month in advance to give customers enough time to adjust their budget and make an informed decision.

Be sure to communicate additional benefits that customers will get despite the price increase, such as quality improvements or additional services. You can also offer discounts to loyal customers or special promotions to alleviate the impact of the price increase.

More expensive... but affordable

Even if you increase prices, it is important to remain affordable for your customers. Offer flexible payment options, such as instalment plans or financing, so that your customers can buy your products without suffering an undue financial burden. If your customers have questions or concerns, make sure you have good customer service that can respond to their needs.

Pay attention to customer feedback!

After you have increased prices, it is important to monitor customer response. Have you lost customers? Have existing customers complained? Has the price increase affected the profitability of your business?

Track your key metrics, both purchasing and marketing-related KPIs. Pay particular attention to customer retention rates, conversion rates and profitability to assess the impact of price increases. If you find that price increases have had a negative impact on your business, consider adjusting your prices or offering promotions to win back customers.

In short, raising prices can be a difficult task, but with the right strategy, it is possible to do so without losing customers. Understanding the reasons behind the price increase, assessing the competition, improving product quality, offering added value, communicating the price increase in advance, remaining accessible, and monitoring customer response are key steps to raising prices without losing customers.

If you can justify a price increase with improvements in product quality or additional services, customers are more likely to be willing to pay more. It is also important to remain accessible and responsive to your customers' needs, even after you have raised prices.

However, we would like to remind you that before you raise your rates, you can establish a new (and better) purchasing strategy, with proper supplier selection and optimisation of the entire sourcing process (we are experts at it!) that will help you increase your profit margin.

Ultimately, if raising prices is unavoidable, remember that it can be beneficial to your business in the long run. If you can increase profitability without losing customers, you will have more resources to reinvest in your business and keep improving the quality of your products and services.