—
of your customers you could afford to lose
of your customers you could afford to lose
—
extra gross profit if you lose none
Why this number surprises people
A price rise costs you nothing to deliver. There are no extra materials, no extra hours, no extra van diesel. Every penny of it lands straight on your gross profit — which is why the number of customers you can afford to lose is always far higher than owners expect.
Most small businesses in Britain are one careful price rise away from a completely different year, and put it off for four or five of them.
How to actually do it
Not by email, and not to everybody at once. Move six of the twelve covers the script, the timing, who to tell first, and what to say to the two people who push back. It is the single move that most often pays for a whole year of membership in an afternoon.