Free playbook
Raise prices without
losing the ones that matter.
The reason owners avoid price increases is a fear with no number attached: "we'll lose customers." At a 30% margin, a 5% increase survives losing one customer in seven. This playbook attaches the number, segments the book, and hands you the letters.
What's inside
- The breakeven table: how much volume an increase survives at your gross margin, from 3% to 10% moves
- Segmentation that protects the relationships that matter: escalators first, the healthy middle, and honest options for below-floor accounts
- Execution discipline: notice windows, one effective date, the reason stated once, top accounts called before anything is mailed, and a concession ladder decided in advance
- Three ready-to-adapt letters: the standard notice, the contract escalator invocation, and the below-floor account letter with three honest paths
- Six pages. Written by operators who have sent these letters, not marketers who have imagined them
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Download the playbook (PDF)How to use it
- Find your margin row in the breakeven table. Now the fear has a number, and the number is almost always smaller than the fear.
- Segment the book: invoke the escalators you already own, set the standard move for the healthy middle, and write the short exceptions list in advance.
- Call the accounts that matter, then send the letters. One effective date, the reason stated once, the concession ladder agreed before the phone rings.
- Track churn against the breakeven, not against zero, and measure realized price on invoices, where increases quietly die.
The math engine behind the table is the price & discount calculator, and the margin analysis that segments your book is the customer whale curve. If you want the increase designed and defended against your own numbers, start a conversation.