Putting up your price is scary, and you probably WILL lose some customers, although I bet you lose fewer than you expect.
(And as we’ve discussed earlier, you may well make more turnover, more profit, or at least a better quality of life by doing this)
But is IS a bit horrible when a customer says “Huh, I’m not paying that, you’re not worth THAT!”
A good way to overcome the fear of rejection is to think of it as a test:
The customers who won’t pay the higher price clearly don’t value you enough to pay the extra. This could be their fault for being blind in the face of your brilliance, or it might be that you just aren’t right for them – we all have a better fit with some customers than others, some suppliers than others.
And maybe it’s OK to say good bye to the ones who we aren’t quite right for anyway. Maybe it’ll work out better for them and for us if we find other people to pair up with.
Certainly if they are oblivious to quality and are just looking for someone cheap to supply them then they will be likely to drop out of you raise your price, and ISN’T THAT GREAT? We have now seen them for what they are, we were casting pearls before swine, we were only selling to them because we were cheap. And customers like this are bound to be high maintenance because they have missed the main point of what you are doing (I hope) which is to be obsessed with quality and service. So: goodbye to them!
So your new objective is to lose some customers on price – you can do it!