Want to Raise Prices? Elevate the Value You Create

Last week, we talked about inflation and pricing—how many small business owners struggle to raise prices without losing customers. But here’s the truth: People don’t buy based on price alone—they buy based on perceived value.

And value isn’t just a number. It’s emotional.

The Emotional Whirlwind of Value

Look at this simple chart:

Notice how high-value experiences create positive emotions—like joy, gratitude, and inspiration—while low-value experiences trigger negative emotions—like anxiety, disdain, and disappointment.

If customers feel served, understood, and appreciated, they experience positive emotions and are willing to pay more. If they feel like just another transaction, price becomes a sticking point.

Selling vs. Serving

Most businesses try to sell a price increase. Instead, serve your way to it.

Selling a price increase sounds like this:
❌ “Due to inflation, we have to charge more.”
❌ “We can’t afford to keep prices this low.”

Serving your way to a price increase sounds like this:
✅ “We’ve enhanced our service to give you even better results.”
✅ “We’ve added new value to make sure you get the best experience possible.”

People pay for experiences, relationships, and transformation—not just products or services.

How to Raise Prices the Right Way

Want to increase your prices without resistance? Increase the value you create first. Here are a few ways to do it:
🔹 Improve the customer experience—make every interaction feel effortless and enjoyable.
🔹 Offer education, insights, or a unique perspective before asking for a sale.
🔹 Strengthen your relationships—people buy from those they trust and feel connected to.

This week, ask yourself: How can I create so much value that my customers feel excited to pay more?

Let me know your thoughts—I’d love to hear what resonates with you!