3 Simple Rules for Raising Prices Smoothly and Confidently

_{[Read time: 3 minutes]}

Raising prices should be easy.

But it rarely feels that way.

It feels like you’re risking pushback. Like you might disrupt a good relationship. Like clients will start looking elsewhere.

But pricing isn’t a disruption. It’s a reflection of value.

If your expertise has grown and your results have improved, your pricing should match the impact you deliver.

Here’s a few simple rules to help you raise prices smoothly, confidently, and in a way that feels right for both you and your clients.

1. Never, ever, ever blame costs for your price increase.

If you say, “We have to raise prices because our costs have gone up,” or “…due to inflation” your clients hear:

• “You’re paying more for the same thing.”

• “This is an expense, not an investment.”

• “I’m passing my problems onto you.”

That’s how you lose clients.

Instead, make the increase about what’s better for them.

Always tie your price increase to greater value (and prove it).

Faster turnaround. Higher conversion. Smoother execution. Greater ROI.

More specifically, anchor pricing to the metrics that matter to your clients.

Golden Rule: The price increase should always be smaller than the value increase.

• If your work generates an extra $50K for a client, don’t raise your price by $50K.

• If you improve efficiency by 20%, don’t raise prices by 20%.

Make sure they see the surplus.

This makes pricing feel fair and keeps you positioned as an asset, not an expense.

2. Announce the price increase as a fact — and keep the transition window short.

There is the tendency to deliver a price increase like it’s bad news — hesitantly, apologetically, or with a flood of confusing explanations.

The second you start over-explaining a price increase, you invite doubt.

If you’ve done good work and will continue to achieve better results, permit yourself to raise the price.

And keep the transition short: 30 days, max 60.

The right clients won’t need longer.

3. Get in the habit of baking price increases into your contracts.

Clients should never be blindsided by a price change.

Set expectations upfront.

For ongoing services, make pricing adjustments business as usual:

“We’re always improving to deliver better results. That’s why we review pricing every 6 months to keep it aligned with the value we’re providing. If anything changes, you’ll always hear about it in advance.”

While price increases are linked to ongoing work, you should still set expectations for project-based work:

"Future engagements may be priced differently to reflect our evolving expertise and the increased value we deliver."

When pricing adjustments are predictable, they stop feeling like a shock.

But again…you must always tie it back to increased value.

What if clients push back?

First of all, consider this a minor victory.

Most objections are silent.

We fear the vocal pushback, but it’s far more common for clients to quietly look elsewhere if they don’t see the value.

Here’s what not to do:

• Don’t negotiate out of fear

• Don’t apologize

• Don’t make the increase optional

Instead go back to the value conversation.

"Let’s look at what’s changed since we started working together. Here’s what we’ve helped you accomplish… Given these improvements, do you see the value in continuing at this level?"

If they still hesitate, they might not be the right client for you anymore.

And that’s okay.

The hesitation, the stress, the awkwardness — none of it is about the price.

It all comes from feeling like you have to convince clients to pay more.

Pricing isn’t a debate.

It’s a reflection of value.

Decide. Announce. Move forward.

• Your service is more valuable than it was a year ago.

• Your expertise is worth more today than when you started.

• Your clients should expect to pay accordingly.

The best clients won’t fight you on this. They’ll see it as a natural evolution.

Raise your prices with confidence. The right clients will stay.

That’s it for this week. Thank you for reading.

See you next week.

— Peter

P.S. Here’s how we can work together:

Let’s Get Pricing Right: If you want to charge what you’re worth, sell with confidence, and attract better clients — start here to (finally) get pricing right.

…or if you want a more holistic view on price and it’s impact on your business model, start here with a holistic business audit.