Raising prices without losing customers: how to announce it
Photo: Avila Ops Tecnologia
Price increases lose customers when hidden, late or unexplained. Announced in advance with a firm date, one sentence of explanation and no apology, they lose far fewer than you fear. Most customers expected them because their costs rose too.
Early in the year is natural. Minimum wages, supplier tables and many rents change at year-end, and customers know it. Early-year adjustments look routine. Midyear adjustments without clear reasons look like trouble.
When and whom should you notify?
For recurring contract or subscription customers, notify before the new amount appears on the bill. We use 30 days minimum, allowing questions, preparation and departure without surprises. Follow contractual notice periods or indices if different.
Occasional buyers do not need letters. New prices appear in the next quote. If they compare and ask, explain in one sentence.
Honor old amounts on quotes still valid. That is why proposals expire: increases are not retroactive.
What should the message say?
Five parts in this order, within ten lines:
- The fact: service X changes from R$ A to R$ B on MM/DD/YYYY.
- One-sentence reason without complaints: “material and staffing costs rose last year, and pricing follows them.”
- What stays the same or improves: deadlines, service, warranty. Mention additions made in the last year here.
- An option if available: “to keep the current amount, the basic plan remains R$ A,” explaining exclusions. See three-tier design at https://avilaops.com/guias/tres-faixas-de-preco-por-que-a-do-meio-vende/.
- How to contact you to discuss.
For pool cleaning:
“Hi, Marcos. From March 1, monthly maintenance changes from R$ 180 to R$ 205. Products and travel costs increased last year, and pricing follows them. Weekly visits continue, with a WhatsApp report after each. If you prefer visits every two weeks, the price is R$ 130. Contact me here with any questions.”
What should you avoid writing?
Do not apologize. Price increases are not mistakes. Apologizing invites negotiation over something not being negotiated.
Avoid “unfortunately,” “we had no choice” and “we know it is difficult.” These burden customers with something that is not theirs. Do not list every rising cost; one sentence suffices. Do not announce increases alongside discounts, teaching customers that prices are negotiable.
Do not hide increases in boleto amounts without notice. That quickly loses longtime customers. The surprise is what they do not forgive.
What to do now
Recalculate using last month’s costs and How much to charge: pricing that covers operations and leaves profit. List recurring customers, set an effective date at least 30 days away, write the five-part message and send to everyone the same day. To review the message with someone first, describe your business; the diagnosis is on us: avilaops.com/jornada or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
How much can I increase at once?
Whatever the cost calculation requires. An alarming number means pricing stayed unchanged too long. Small annual increases are easier than large three-year jumps. Offer the lower tier if the jump is large.
What if customers say they will leave?
Ask which service they use most and offer a tier containing only that. If they still leave, they were served below cost; below-cost customers are expenses.
Should I notify by WhatsApp or email?
Use their usual channel, in writing. If the contract requires email, send both: formal email and WhatsApp notice that it was sent.
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