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When to Raise Your Prices, Without Feeling Evil about it
by Mark Silver
Published on this site: April 27th, 2006 - See
more articles from this month
There are many legitimate reasons to raise your prices. But,
you need to think about more than just yourself here. That's
right, raising your prices can actually be an unselfish act,
done in deep service to your customers. Your customers may
be missing out on important benefits to themselves if you
don't raise your prices.
Warning: The benefits only apply if the higher price
is coming from a place of truth and integrity in your heart.
Simply raising your prices will not automatically create these
benefits.
The Big Authentic Benefit of raising your prices is that your
customer gets more out of your product or service, simply
by paying more. How can this be true?
Whatever you are selling is meant to help change or transform
your customers in some way, to make their lives better. Whether
you are selling oatmeal, accounting, or Reiki, the reason
you are in business is that you want to see your customers/clients
doing better, feeling happier and/or being healthier in some
fashion.
Unfortunately, the truth is that you don't have the power
to change anyone. You already know this from experience. True
change comes about when people commit to change, they take
it on. It could be a commitment to eating oatmeal instead
of pastries for breakfast. It could be a commitment to a healthy
relationship with their finances and their accounting. Either
way, it's the customer's commitment that is responsible for
the amazing results you can create with them through your
business.
Strange But True
An acupuncturist client I worked with saw her clients
get well more quickly, as a result of higher prices. One reason
may have been that, in general, the clients more consistently
followed through with what she told them to do between sessions,
because, heck, "I'm paying enough for this, I probably
should do what she tells me."
This also functions on far more subtle levels. I happen to
believe that when the Truth is present, miracles happen. Part
of the Truth is you, in generosity, giving to your customers.
Part of the Truth is admitting your mistakes, holding the
highest standards you can, and keeping the customer's best interests
at heart.
Part of the Truth is also asking them to pay your True price,
even if it's higher than is presently comfortable for you.
The money a customer pays is, in part, a reflection of how
present he or she is in the relationship. If the price is
too low, less of the customer is present, and less presence
means less change for them. They get fewer results by paying
less, because they are less committed. And, if you aren't asking
them to pay the True price, then less of you is present as
well.
If you have the courage to face the Truth about your pricing,
everyone becomes more present, and miracles can occur. Including
the miracle of your own profitability.
Keys to Signs that You Need to Face the Truth and Raise
Your Prices
- When you have overflow demand for your product or
service.
Guess what? It's time to raise your prices. Why it's
important: a business that is busy is asking for creativity
in terms of how its developing. Clearly you've struck a
nerve in people, and there is more demand than you have
capacity to give.
If you don't raise your prices until you are down to 80%
of your capacity (while making as much or more money), you
won't have the breathing space to develop the next level
of your business, so you can figure out how to help all
those people who are asking for what you are offering.
- When you find yourself exhausted and resentful, and
you still don't have enough money.
This isn't the same as being overflowingly busy. Here,
you may feel resentful and exhausted after working with
just one client. You may feel bored with your business.
You may feel that it's just not worth it.
There can be any number of things going on here, but, surprisingly
often, it just means your price is too low for you to feel
nourished by the transaction with your client. It takes
a real humility to care and give to your customers. It also
takes a real humility to receive their generosity back.
Be humble. Raise your prices. You'll feel better.
- When people tell you that you don't charge enough.
Be careful with this one: Often customers will tell
you that you don't charge enough, when what they really
mean is: "This is a great value! I love your price!"
If you feel good, and your business isn't yet bursting at
the seams, you probably have a perfect price.
However, if you are bursting at the seams, or you are tired
and resentful, or, strangely enough no one is buying, your
prices may be too low. In that case listen to the good advice,
and raise them.
My very best to you and your business,
Mark Silver
Mark Silver is the author of Unveiling the Heart
of Your Business: How Money, Marketing and Sales can Deepen
Your Heart, Heal the World, and Still Add to Your Bottom Line.
He has helped hundreds of small business owners around the
globe, by integrating 1500 years of spiritual wisdom with
down-to-earth business practices. Get three free chapters of the book online:
http://www.heartofbusiness.com
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