How to Raise Prices Without Losing Clients: The Protocol That Adds $10K–$30K Monthly
The 14-day system to execute price increases of 20-60% while retaining 70-90% of your clients
The Executive Summary
$70K–$90K/month founders who delay price increases 12–18 months risk leaving $18K–$36K monthly on the table; the 14-day Price Increase Protocol captures that gap while retaining 70–90% of clients.
Who this is for: Service founders around $70K–$90K/month who haven’t raised rates in 12+ months, close 90%+ of proposals without pushback, and suspect their pricing lags the value and market.
The Price Increase Problem: Staying at old rates turns underpricing into a hidden tax—founders charging $8K for $10K–$12K value lose $18K–$36K/month or $216K–$432K annually, plus $200K–$400K annually when increases are delayed 12–18 months.
What you’ll learn: How to build a Pricing Analysis Worksheet, run a Market Research Framework, deploy Price Increase Announcement Templates, handle pushback with Objection Handling Scripts, and track outcomes in a Retention Tracking Dashboard with clear quality checkpoints.
What changes if you apply it: You move from “hope they don’t leave” instincts to a 14-day system that executes 20–60% increases, retains 70–90% of clients, replaces churned accounts in 3–4 weeks, and turns legacy underpricing into durable $10K–$30K/month gains.
Time to implement: Allocate 6 hours across 14 days for analysis, strategy, communication, and transition, then use Week 1, Week 2, and Week 8 checkpoints to lock in retention above 70% and net-positive revenue.
Written by Nour Boustani for $70K–$90K/month founders who want $10K–$30K in monthly pricing upside without apologizing through chaotic increases that scare good clients away.
The 12–18 month delay on that 20–60% increase doesn’t announce itself — it just quietly costs you $18K–$36K every month. Upgrade to premium before it compounds.
What This System Does
The Price Increase Protocol is your systematic approach to raising rates without destroying your client base. It replaces the “hope they don’t leave” fear with a tested execution framework that typically retains 70-90% of clients through increases of 20-60%.
Most founders at $70K-$90K monthly think raising rates means losing clients. That fear costs them $18K-$36K monthly—$216K-$432K annually—in underpricing. They stay “safe” at current rates while working the same hours for less than market value.
Here’s the reality: operators who delay price increases for 12-18 months lose $200K-$400K annually to underpricing. A founder charging $8K per client when the market rate is $10K-$12K leaves $2K-$4K per client on the table. With 9 clients, that’s $18K-$36K monthly in missing revenue.
The Price Increase Protocol fixes this through a structured 14-day execution system covering price analysis, strategy design, client communication, and transition management. Founders who’ve run this protocol report average retention of 70-90% through 20-60% increases, with churned clients typically replaced within 3-4 weeks at new rates.
What you’ll build:
Pricing Analysis Worksheet, calculating current pricing versus value delivered and market rates
Market Research Framework identifying competitor pricing to set your increase target
Price Increase Announcement Templates communicating changes clearly without apologizing
Objection Handling Scripts responding to client questions and negotiation requests
Retention Tracking Dashboard measuring actual outcomes versus expected churn
The outcome: You’ll know exactly how underpriced you are, what increase percentage to target, and how to communicate it so that most clients accept. Your pricing shifts from “whatever I charged 18 months ago” to systematic market alignment that captures the value you actually deliver.
The Price Increase Protocol provides the theory and the 4-week execution framework. This guide provides the exact 14-day system to set up and execute that protocol.
When to Implement
Best time: Every 12-18 months
The longer you wait between price increases, the larger the gap between your rates and market rates becomes. Founders who build this into annual operations capture market value continuously rather than leaving $200K-$400K on the table while waiting for “the right time.”
Critical time: When you’re closing 90%+ of proposals
If prospects accept your pricing immediately with no negotiation, no pushback, and no pause to consider—you’re underpriced. Buyers willing to pay $12K are getting a deal at $8K. That “yes immediately” signal means you’re leaving money on the table with every close.
Warning signs you need this now:
You haven’t raised rates in 12+ months despite delivering more value
Clients renew without hesitation or questions about pricing
You’re working more hours at the same rate, while market rates have increased
New clients accept your rate faster than they did 18 months ago
You resent legacy clients paying old rates while new clients pay higher rates
Readiness requirements:
6 hours total across 14 days (price analysis, strategy design, communication, transition management)
Current client list with rates each client pays
Willingness to lose 10-30% of clients (though protocol targets 70-90% retention)
You don’t need perfect market research to start. You need an honest assessment of what you’re charging versus what competitors charge, and 6 hours across two weeks to execute the protocol. The price increase takes 14 days to execute. The revenue it creates compounds monthly for as long as you maintain the new rates.
Implementation Protocol (14-Day Execution)
Days 1-3: Price Analysis (2 hours)
This is where you calculate exactly how underpriced you are. Everything that follows builds on the numbers you establish here.
Calculate current pricing versus value delivered:
Start with your current monthly rate per client. Not what you wish you charged—what you actually charge right now. If you have different rates for different clients, list them all.
Example:
Client A: $7,000/month (signed 2 years ago)
Client B: $9,000/month (signed 8 months ago)
Client C: $9,500/month (signed 3 months ago)
Client D-I: $8,000/month each (signed 12-18 months ago)
Average current rate: $8,278/month
Now calculate the value delivered. Not what you think you’re worth—what clients actually receive. List deliverables, time invested, and outcomes produced. Compare this to what competitors deliver at various price points.
Most founders discover they’re delivering $10K-$12K worth of value while charging $8K. That gap is your underpricing.
Research market rates:
Don’t guess what competitors charge. Research it. Visit 5-7 competitor websites. Look for:
Posted pricing (if available)
Service descriptions that match your deliverables
Case studies showing client results
Testimonials mentioning investment levels
If pricing isn’t posted, check:
Industry reports on average rates for your service type
Freelancer platforms showing what similar providers charge
Proposals you’ve seen from competitors when competing for the same clients
Direct conversations with peers (most operators share this informally)
Compile the range. If competitors charge $9K-$13K for similar work, that’s your market range.
Determine target increase:
Compare your current average rate to the market range. The gap between them is your underpricing.
Current rate: $8,278
Market range: $9,000-$13,000
Conservative market rate: $10,000
Gap: $1,722 (21% underpriced)
Your target increase should close most of that gap without shocking clients. Guidelines:
If you’re 15-25% underpriced: Increase 20-30%
If you’re 25-40% underpriced: Increase 30-40% (or split into two increases 6 months apart)
If you’re 40%+ underpriced: Increase 35-50% for new clients, 25-35% for existing clients
Most operators target 25-40% for maximum revenue impact with acceptable churn risk.
Segment clients:
Not all clients can afford the same increase. Segment by:
High-value clients (30-40% of book):
Large budgets, strong cash flow, and renew consistently
Can absorb 30-50% increases
Paying for results, not comparing your rate to alternatives
Mid-tier clients (40-50% of book):
Moderate budgets, price-conscious but not price-driven
Accept 20-30% increases if communicated well
Will consider alternatives, but usually stay
Price-sensitive clients (10-20% of book):
Tight budgets, negotiate hard, compare rates constantly
Churn at 15-20% increases
Highest churn risk and often lowest-value relationships
Understanding segmentation helps you predict churn and plan replacements.
Result bythe end of Day 3: A documented pricing analysis showing current rates, market rates, your underpricing gap, target increase percentage, and client segmentation predicting who stays versus who churns.
Days 4-6: Strategy Design (1 hour)
Now you take your pricing analysis and design the specific strategy for executing the increase. Not a generic approach—the right approach for your book.
Choose your strategy:
You have three options. Pick based on your client base composition and revenue goals.
Strategy 1: Across-the-board increase (simplest)
Everyone gets the same percentage increase. Client A paying $7K goes to $9.1K (30% increase). Client B paying $9K goes to $11.7K (30% increase). Same percentage, different dollar amounts.
When to use: Your client base is relatively homogeneous. Similar budgets, similar deliverables, similar relationships. You want maximum simplicity and transparency.
Pros: Easy to communicate. Fair perception (everyone treated equally). Simple to track.
Cons: Treats high-value and price-sensitive clients identically. May lose price-sensitive clients you’d prefer to keep while under-increasing on high-value clients who could afford more.
Strategy 2: Grandfathering (existing stay, new pay more)
Existing clients keep current rates temporarily (3-12 months). New clients pay new rates immediately. After the grandfather period ends, existing clients transition to new rates.
When to use: You want zero immediate churn risk. You’re prioritizing cash flow stability over revenue growth speed. You can afford to delay the revenue increase on existing clients while capturing it on new clients.
Pros: Minimal churn risk. Clients feel valued. Gives you time to prove increased value before raising their rates.
Cons: Creates two pricing tiers you must track. Delays revenue impact on existing book. Requires disciplined enforcement when the grandfather period ends (most operators fail here and extend indefinitely).
Strategy 3: Tiered approach (different increases per segment)
High-value clients get 35-50% increases. Mid-tier clients get 25-35% increases. Price-sensitive clients get 15-25% increases or are allowed to churn.
When to use: Your client base is segmented by budget and value. You want to maximize revenue from high-value relationships while minimizing churn in mid-tier relationships.
Pros: Optimizes revenue capture per segment. Reduces churn risk in mid-tier while pushing high-value clients to market rate faster.
Cons: More complex to communicate (each client gets a different reasoning). Requires strong client intelligence to segment accurately. Risks perception of unfairness if clients compare notes.
Most operators choose Strategy 1 (across-the-board) for simplicity or Strategy 3 (tiered) for revenue optimization.
Create justification:
Why are you raising prices? You need one clear sentence. Not an apology—a reason.
Good justifications:
“Market rates for [service type] have increased 25-30% over the past 18 months. Our pricing is adjusting to align with current market.”
“We’ve expanded deliverables to include [X, Y, Z] which weren’t part of the original scope. Pricing reflects the increased value.”
“Our team capacity is limited. We’re focusing on fewer, higher-value client relationships.”
Bad justifications:
“Our costs have gone up.” (Clients don’t care about your costs.)
“I need to make more money.” (Positions you as desperate.)
“Everyone else is doing it.” (Weak reasoning that invites negotiation.)
The justification should tie to market value, deliverable scope, or positioning—never your internal needs.
Design communication:
How will you announce? Two options:
Email (recommended for 10+ clients): Scalable, documented, gives clients time to process without immediate response pressure. Allows you to craft precise language and send it simultaneously to all clients.
Call (recommended for under 10 clients or high-value relationships): Personal, immediate feedback, ability to handle questions in real-time. Shows respect for the relationship but requires more time investment.
Most operators use email for efficiency and documentation. Calls are reserved for the top 3-5 clients for relationship management.
Result by the end of Day 6: A documented strategy showing which approach you’re using (across-the-board, grandfathering, or tiered), your one-sentence justification for the increase, and your communication method (email or call) with a draft timeline.
Days 7-10: Communication (2 hours)
This is where you actually announce the increase to clients. The quality of this communication directly determines retention rates.
Draft announcement:
If using email, structure it like this:
Subject: [Service Name] Pricing Update — Effective [Date]
Body:
“Starting [60-90 days from now], our [service name] rate increases from $[current] to $[new].
Why: [One sentence justification from Days 4-6]
Your current agreement continues at $[current] until [transition date]. After that, the new rate of $[new] applies.
If you’d like to lock in the current rate, you can prepay for 3-6 months before [date]. Reply here to arrange.
Questions? I’m happy to discuss.”
Keep it direct. No apologizing. No over-explaining. State the change, provide notice period, offer prepay option, and invite questions.
If using calls, follow this script:
“I wanted to give you a heads-up that starting [date], our rate for [service] is increasing from $[current] to $[new]. The reason is [one sentence justification].
Your current agreement runs through [date] at $[current]. After that, the new rate takes effect.
If you’d like to lock in the current rate, we can arrange a 3-6 month prepay before [transition date].
Do you have any questions about this?”
Then pause. Let them respond. Handle objections with scripts from Days 4-6.
Include rationale, timeline, and new pricing:
Every announcement must contain three elements:
The change: “Rate increases from $X to $Z”
The timeline: “Effective [specific date] which is [60-90 days] from now”
The rationale: “Because [market alignment / expanded scope / positioning]”
Missing any element creates confusion. Confusion creates churn.
Grandfather existing if chosen:
If you selected Strategy 2 (grandfathering), add this to the announcement:
“As a current client, your rate remains $[current] through [grandfather end date, typically 6-12 months from now]. New clients starting after [date] will begin at $[new rate].
After [grandfather end date], your rate transitions to $[new] to equalize pricing across all clients.”
Lock the timeline. No “we’ll see how it goes” language. Clients need certainty about when the transition happens.
Send to all clients:
Don’t stagger announcements. Send to everyone on the same day. Staggering creates information asymmetry—some clients know while others don’t, leading to gossip and resentment.
If using email: Send individually (not BCC). Personalize the first line if you have fewer than 15 clients (”Hi [Name], hope your Q2 is going well.”). For 15+ clients, the template works fine.
If using calls: Schedule all calls within a 2-3 day window. Don’t let some clients hear from others before you’ve reached them directly.
Result by end of Day 10: All clients have been notified of the price increase with clear communication covering the change, timeline, and rationale. You’ve offered prepay options for those wanting to lock in current rates temporarily.
Days 11-14: Transition Management (1 hour)
The announcement is sent. Now you manage responses, handle objections, and track outcomes.
Handle objections:
Most clients fall into three response categories:
Category 1: Accept immediately (70-75% of clients)
These clients reply, “Got it, thanks for the notice” or don’t reply at all. They’ll pay the new rate. No action needed beyond confirming they received the announcement.
Category 2: Ask questions (15-20% of clients)
These clients want clarity. “Why the increase?” or “Can we discuss?” or “What’s changing in the deliverables?”
Response script:
“The increase reflects current market rates for [service type]. Our deliverables remain the same: [list exactly what’s included]. The value you’re receiving hasn’t changed—the pricing is just aligning with market.
Happy to discuss if you have specific concerns. When works for a quick call?”
Most question-askers accept after one conversation. They’re not negotiating—they’re confirming the decision makes sense.
Category 3: Negotiate or threaten to leave (5-10% of clients)
These clients push back hard. “That’s too much” or “We’ll need to look at alternatives” or “Can you do better?”
Response script:
“I understand this is a meaningful change. The new rate of $[new] is our standard rate moving forward, aligned with market value for [service].
Your current agreement runs through [date] at $[current]. If you’d like to lock in that rate for 3-6 months with a prepay, we can arrange that. But after [date or prepay period], all clients transition to $[new] to maintain consistent pricing.
If that doesn’t work for your budget, I completely understand. I’m happy to help with a smooth transition to another provider if needed.”
This script is firm but respectful. You’re not negotiating on the new rate. You’re offering a time extension (prepay) or an exit path (transition support). Most clients in this category either accept the prepay option or churn.
Track retention:
As responses come in, track actual versus expected retention.
Expected retention based on research: 70-90%
Actual retention = (Clients who accepted + Clients who prepaid) ÷ Total clients
Example:
Total clients: 10
Accepted immediately: 7
Prepaid 6 months: 2
Negotiating/threatening: 1
Retention rate: (7 + 2) ÷ 10 = 90%
If actual retention is below 70%, investigate why. Common causes: increase too large (40%+ shocks clients), poor communication (apologetic tone), or client base heavily price-sensitive (you’ve attracted budget buyers).
Replace churned clients:
For clients who churn, start replacement immediately. Don’t wait until after the transition date.
New client acquisition at a new rate captures revenue faster than waiting. If you lose 2 clients paying $8K (total $16K monthly revenue loss) but replace them within 3-4 weeks with 2 clients paying $10.4K (total $20.8K monthly revenue gain), you’re net positive within a month.
Typical replacement timeline: 3-4 weeks from churn to new client signed at new rate.
Track actual versus expected outcome:
By the end of Day 14, you should have clear data:
Total clients before announcement: [number]
Clients who accepted: [number] ([percentage]%)
Clients who prepaid: [number] ([percentage]%)
Clients who churned: [number] ([percentage]%)
Revenue before increase: $[amount]
Revenue after increase (accounting for churn): $[amount]
Net revenue change: $[amount] ([percentage]%)
This data informs your next price increase in 12-18 months.
Result by the end of Day 14: All client responses handled, retention measured against targets, churned clients being actively replaced, and complete documentation of outcomes for future reference.
Templates and Tools
1. Pricing Analysis Worksheet
A calculation template for determining your current rate, market rate, and underpricing gap.
Section 1: List all current clients with the rates they pay
Section 2: Research 5-7 competitors, note their pricing ranges
Section 3: Calculate average current rate, average market rate, and gap percentage
Section 4: Determine target increase based on gap size
2. Market Research Framework
A structured approach to pricing research.
Step 1: Identify 5-7 direct competitors offering similar services
Step 2: Visit websites, note posted pricing or service tiers
Step 3: Check industry reports for average rates by service type
Step 4: Review freelancer platforms for comparable providers
Step 5: Compile findings into pricing range (low, average, high)
Takes 60-90 minutes to complete.
3. Price Increase Announcement Templates
Three email templates for different strategies.
Template A: Across-the-board increase (everyone gets the same percentage)
Template B: Grandfathering announcement (existing clients get a transition period)
Template C: Tiered increase (different percentages by client segment)
Each includes subject line, body copy, rationale insertion point, and prepay offer language.
4. Objection Handling Scripts
Response frameworks for common client reactions.
Script 1: “Why the increase?” (tie to market rates and value)
Script 2: “Can you do better?” (firm on rate, flexible on timeline via prepay)
Script 3: “We need to look at alternatives” (supportive exit path while maintaining rate)
Script 4: “What’s changing in deliverables?” (scope freeze language)
Script 5: “This is too much too fast” (offer prepay period to smooth transition)
5. Retention Tracking Dashboard
A simple spreadsheet tracking client responses.
Column A: Client name
Column B: Current rate
Column C: New rate
Column D: Response category (accepted / prepaid / negotiating / churned)
Column E: Revenue impact (new rate minus old rate, or negative if churned)
Column F: Notes
Bottom row: Total retention percentage and net revenue change
Common Mistakes
Mistake 1: Apologizing for the Increase
What it looks like:
Your announcement email starts with “I’m so sorry, but...” or “I hate to do this, but...” or “I hope you’ll understand that...”
The apologetic tone signals you don’t believe the increase is justified. If you don’t believe it, clients won’t either. They smell the weakness and push back harder.
Why it happens:
Most founders feel guilty charging more. They’re afraid clients will leave. The apology is an attempt to soften the blow—”if I apologize, maybe they won’t be mad.”
But clients aren’t looking for apologies. They’re evaluating whether the new rate matches the value they receive. Your apologetic tone suggests it doesn’t.
How to avoid:
State the increase matter-of-factly. “Starting [date], our rate increases from $X to $Z because [brief market-based rationale].” No apology. No self-deprecation. Just the change and the reason.
If you truly believe you’re underpriced relative to market value, communicate that belief through confident, direct language. The clients who value your work will accept. The clients who are price-shopping will churn regardless of tone—but apologizing won’t save them.
Mistake 2: Increase Too Small
What it looks like:
You calculate you’re 30% underpriced. You decide to increase 10% to “test the waters” and “not shock anyone.”
Result: You’ve added $800/month per client when you could’ve added $2,400/month. The effort was the same (communication, objection handling, churn risk). The revenue capture was 67% lower.
Why it happens:
Fear of churn drives conservative increases. “Better to get some increase than risk losing clients with a big one.”
But small increases (10-15%) have nearly identical churn rates to larger increases (25-40%) when properly communicated. You’re taking the same risk for less reward.
Additionally, small increases force you to repeat the process more frequently. A 10% increase today means another increase in 6-12 months to close the remaining gap. Two rounds of communication, two rounds of objection handling, two opportunities for churn.
How to avoid:
Minimum viable increase: 25%. This captures meaningful revenue while staying within client tolerance when sequenced properly.
If you’re more than 40% underpriced, consider splitting into two increases: 30% now, 15% in 6 months. But don’t go below 25% on the first increase—the juice isn’t worth the squeeze.
Do the math: 10% increase on $8K = $800/month per client. 30% increase on $8K = $2,400/month per client. Same communication effort. 3x the revenue capture.
Mistake 3: Not Communicating Reasons
What it looks like:
Your announcement says “We’re raising rates effective [date]” with no explanation. Or worse, the explanation is “Costs have increased” or “It’s been a while since our last increase.”
Clients feel the change is arbitrary. They question whether it’s justified. They’re more likely to negotiate or churn because they don’t see value-based reasoning.
Why it happens:
Founders assume clients will accept the increase without explanation, or they’re uncomfortable articulating value, or they default to cost-based reasoning because it’s easy.
But clients need a reason that connects to value or market positioning. “Costs increased” tells them nothing about why they should pay more for the same service.
How to avoid:
Tie the increase to one of three things:
Market alignment: “Market rates for [service type] have increased 25-30% over the past 18 months. Our pricing is adjusting to reflect current market positioning.”
Value delivered: “We’ve expanded scope to include [X, Y, Z] which weren’t part of the original agreement. Pricing reflects the increased deliverables.”
Positioning: “We’re focusing on fewer, higher-value client relationships. Our pricing reflects the premium positioning and limited capacity.”
Pick one. State it in one sentence. Include it in every announcement. This gives clients a reason to accept rather than resist.
Quality Checkpoints
Week 1: Price Strategy Designed
What to check:
Do you have a complete pricing strategy covering target increase percentage, chosen approach (across-the-board, grandfathering, or tiered), justification sentence, and communication method?
Pass criteria:
Target increase percentage determined: [20-60%]
Strategy selected: [specific approach documented]
Justification written: [one clear sentence]
Communication method chosen: [email or calls]
Draft announcement created: [ready to send]
Fail indicators:
No clear increase percentage (still deciding between 20% or 40%)
Multiple strategies under consideration (can’t decide on approach)
Justification vague or cost-based (”our costs went up”)
No draft announcement created (planning to “wing it”)
How to pass:
If you’re stuck on increase percentage, default to 25-30% (meaningful revenue impact, acceptable churn risk). If you’re stuck on strategy, default to across-the-board (simplest execution). If you’re stuck on justification, use market alignment language. Get to done, not perfect.
Week 2: Communicated to All Clients
What to check:
Have all active clients received the price increase announcement with clear information on the change, timeline, and rationale?
Pass criteria:
100% of clients notified (no one left out)
Announcement sent on the same day to all clients
Communication includes: new rate, effective date, rationale, and prepay option
Method matches strategy (email or calls)
Confirmation tracking in place (who’s received, who’s responded)
Fail indicators:
Some clients notified, others not (staggered approach creating information gaps)
Announcement missing key elements (no effective date or no rationale)
Communication delayed beyond Day 10 (losing momentum)
No tracking system for responses (you don’t know who’s received it)
How to pass:
If you haven’t sent by Day 10, send immediately. Don’t wait for “perfect timing”—there isn’t one. Use the template from Days 7-10, personalize the first line if you have time, and send it to all clients within 24 hours. Track responses in a simple spreadsheet as they come in.
Week 8: Retention Measured (70-90% Target)
What to check:
Eight weeks after the announcement (giving clients time to respond and transition), what percentage accepted the new rate versus churned? Target: 70-90% retention.
Pass criteria:
Retention rate 70%+ (most clients accepted)
Churned clients are being actively replaced at new rates
Revenue tracking shows net positive (even accounting for churn)
Documentation complete (what worked, what didn’t, lessons for next increase)
Fail indicators:
Retention below 60% (higher than expected churn suggests communication issues or an increase too large)
Churned clients not replaced (revenue declining rather than growing)
No revenue tracking (you don’t know if you’re net positive or negative)
No lessons documented (you’ll repeat the same mistakes in 12-18 months)
How to pass:
If retention is below 70%, analyze why. Check your announcement tone (was it apologetic?), increase size (was it above 40%?), and client segment (are you attracting price-sensitive buyers?). For churned clients, start replacement immediately—don’t wait until the transition date. Track revenue weekly to confirm you’re net positive within 4-6 weeks of first churn.
Links to Core System
This implementation guide builds on pricing frameworks that explain why price increases matter and how they create leverage in your revenue model.
Supporting frameworks:
The Price Increase Protocol provides the 4-week execution sequence this 14-day system sets up. It covers the exact announcement timeline, response scripts, and retention mathematics that make 20-30% increases work while keeping 88-92% of clients.
How Marcus scaled from $8K to $28K in 9 weeks with aggressive pricing demonstrates an 80% price increase executed through systematic positioning. The case shows how proper sequencing and value communication enable increases far beyond the 20-60% most operators target.
How Santiago scaled from $35K to $58K without adding clients shows pure pricing leverage—same client count, same deliverables, 66% revenue increase through systematic rate raises over 9 months.
What’s the price increase you’ve been delaying for 6+ months that’s costing you $15K-$30K monthly in underpricing?
Ready to stop leaving $200K-$400K annually on the table?
Start with Days 1-3 this week. Spend two hours calculating your exact underpricing gap—list your current rates, research 5-7 competitor rates, and calculate the difference. The number you find will either confirm you need this immediately or show you’re priced correctly. Either way, you’ll know. The 11 days that follow turn that knowledge into systematic revenue capture.
FAQ: Price Increase Protocol System
Q: How does the 14-day Price Increase Protocol add $10K–$30K monthly for $70K–$90K founders?
A: In 6 hours across 14 days, you analyze underpricing, design a segment-specific strategy, communicate increases of 20–60%, and retain 70–90% of clients so gaps like $18K–$36K monthly and $200K–$400K annually stop leaking.
Q: How do I use the Price Increase Protocol with its 14-day execution before raising rates?
A: You first complete the Pricing Analysis Worksheet and Market Research Framework to quantify your 20–60% underpricing gap, then choose an across-the-board, grandfathered, or tiered strategy, send structured announcements, handle objections with scripts, and track retention in the dashboard before making any further moves.
Q: When is the best and most critical time to run this 14-day price increase system?
A: The best time is every 12–18 months, and the critical time is when you’re at $70K–$90K/month, closing 90%+ of proposals without pushback, and have at least 9 clients paying legacy rates like $8K while market value sits at $10K–$12K.
Q: How much money does delaying a 20–60% increase actually cost over 12–18 months?
A: A founder charging $8K for $10K–$12K value loses $18K–$36K monthly—or $216K–$432K annually—and delaying increases 12–18 months adds another $200K–$400K in foregone revenue on top of that hidden tax.
Q: How do I use the Pricing Analysis Worksheet and Market Research Framework to set my new rates?
A: You list every client’s current rate, calculate your average (for example, $8,278), compare it to a documented market range like $9,000–$13,000, then target a 20–60% increase—usually 25–40%—that closes most of the underpricing gap without shocking your best-fit clients.
Q: What happens if I choose the wrong price increase strategy for my mix of high-value and price-sensitive clients?
A: Using a blunt approach where high-value and price-sensitive clients see the same jump can spike churn beyond the 10–30% you planned for, so the protocol has you segment 30–40% high-value, 40–50% mid-tier, and 10–20% price-sensitive clients and pick between across-the-board, grandfathering, or tiered increases based on that mix.
Q: How do I use the Price Increase Protocol with its announcement templates and objection scripts when clients push back?
A: You send a direct announcement that states the new rate, effective date 60–90 days out, and one-sentence value or market rationale, then use objection scripts that hold the new rate firm while flexing on timeline with 3–6 month prepay options or, when needed, a supported transition to another provider.
Q: What happens if I under-shoot the increase and only raise prices 10–15% instead of 25–40%?
A: You take on the same communication, objection, and churn risk while capturing only a third of the upside—for example, $800/month per $8K client instead of $2,400/month—then have to repeat the entire process again in 6–12 months to close the remaining $18K–$36K monthly gap.
Q: How do I track retention and net revenue impact in the first 8 weeks after announcing increases?
A: You log each client’s old rate, new rate, response category, and revenue impact in the Retention Tracking Dashboard, then calculate retention (target 70–90%) and net change so by Week 8 you can see, for example, 90% of clients retained and $10K–$30K in net new monthly revenue even after churn.
Q: What happens if my retention drops below 70% after a 20–60% price increase?
A: You review increase size, announcement tone, and client mix to see if you jumped above 40%, used apologetic language, or attracted predominantly price-sensitive buyers, then immediately start replacing churned clients at the new rate so typical 3–4 week replacement windows get you back to net-positive revenue quickly.
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What this prevents: Leaving $18K–$36K every month in underpricing by delaying 20–60% increases another 12–18 months.
What this costs: $12/month. Limited investment, high-impact against $18K–$36K monthly lost to delayed, avoided price increases.
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