How to Raise Your Rates in 2023

Two women on a green couch talking about pricing and reviewing documents.

As an entrepreneur in a highly competitive industry where pricing is not standardized, there is no set barrier to entry, and no agreed-upon pricing model, determining what to charge to both make a profit and stay competitive is a never-ending conversation. This topic is heavily debated at every conference, in online forums, and on social media, ultimately boiling down to the bottom line: the event industry has no universally accepted governing principles. Given this reality, the thought of raising prices can be daunting and requires a strategic approach to avoid upsetting existing clients and negatively impacting future business. Without established industry standards to follow, where does one look for guidance?

Here are some valuable strategies that can be used to raise prices without jeopardizing your client relationships. 

  1. Communicate the reasons for the price increase: Clearly communicating the reasons behind the price increase, such as increased costs or improved service offerings, can help clients understand the need for the change.
  2. Give advanced notice: Providing clients with advanced information about the price increase is essential. This gives them time to adjust and plan for the change, reducing the potential for shock or backlash.
  3. Offer added value: Consider offering added value, such as additional services or enhanced features, to justify the price increase and make it more palatable for clients.
  4. Introduce tiered pricing: Introducing tiered pricing options can be a smart move, allowing clients to choose the level of service that best suits their needs and budget.
  5. Reward loyalty: Rewarding loyal clients by offering them a special deal or discount can help soften the blow of the price increase and show them that their business is valued.
  6. Be transparent: Transparency is key when it comes to pricing strategy. Be open about the costs driving the increase, explain the reasoning behind it, and how it will benefit the clients.
  7. Provide a transition period: Providing a transition period before implementing the price increase can give clients time to adjust their budgets and plan accordingly.
  8. Be flexible: Being open to negotiation and willing to work with clients who may have financial constraints can be crucial. Offering payment plans or other options can make the price increase more manageable for clients.

Remember that raising prices can be a difficult decision, but with a thoughtful and strategic approach, it can be done in a way that minimizes client dissatisfaction. By implementing these strategies, you can increase prices while maintaining strong client relationships and securing long-term success.