"The payoff for price increases is massive"

"Sales professionals are ill prepared to talk with customers about price increases because they don't get trained and there are almost no resources to help them develop the skills to do so. 

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One of the reasons that I hated price increases and believed that I was betraying my customers is that I didn't understand basic business fundamentals. I didn't understand that price increase campaigns are far more effective at generating profit and free cash flow than increasing topline revenue through sales volume increases or acquiring new customers. Nothing else in the business-to-business sales arsenal protects the health of your company like price increases. They protect the enterprise during inflationary periods, produce capital for investment in growth, help improve quality and service delivery, boost stock prices, and protect jobs.

The payoff for price increases is massive. They can drop through as much as 400 percent more profit as increases in sales volume. For example, a l percent increase in sales volume, will produce 3.3 percent in profit. However, a 1 percent increase in price, when sales volume remains stable, delivers an 11.1 percent increase in operating profit. [Moi ici: Recordar Marn e Rosiello]

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The bottom line is that increasing prices is the single greatest profit improvement opportunity and strategy for B2B enterprises. That is, of course, if you retain your customers along the way."

Trechos retirados de "Selling the price increase the ultimate B2B field guide for raising prices without losing customers" de Jeb Blount.