Underpricing: raise your price without losing customers
Customers say yes too fast, you work a lot and nothing is left. A price that is too low isn't fixed with a better pitch: it's fixed with a different offer, tested on your next prospects.
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What is actually blocking you
- You sell time spent instead of an identifiable result.
- Your price was set once, at the start, when you had no proof.
- You quote the price before quantifying what the problem costs the customer.
Today's plan
- Prepare
Quantify the result you deliver (15 min)
For your last 3 customers: what they gained or avoided, in money or hours. It's the only solid basis for a price.
- Execute
Test the new price on the next 3 prospects (20 min)
Price +30%, same offer, framed around the outcome instead of the deliverables. Existing customers keep their price today: we test on new ones.
- Measure
Log the acceptance rate (2 min)
Three proposals at the new price. Two or more accepted: the price becomes the norm. Zero: keep the price and rework how the result is stated.
The number to track
Average signed deal value, and acceptance rate at the new price across 3 proposals.
Mistakes to avoid
- Announcing an increase to every existing customer on the same day.
- Justifying the price with your working time instead of the result achieved.
- Adding free extras to compensate for a price you don't stand behind.
Frequent questions
- What if I lose customers?
- The test runs only on new prospects, so current revenue isn't exposed. Existing customers move to the new price later, with notice.
- Why +30%?
- It's the most common gap between a price set without proof and a price aligned with the result. Three proposals confirm or disprove it.
Your plan, matched to your situation
The free 2-minute diagnostic first checks that price really is your blocker: often it's the number of conversations.
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