How to tell customers about a price increase
Tell them early, tell them once, and tell them plainly. Give at least four weeks' notice, state the new price and the date it starts, give one honest reason in a sentence, and thank them. Do not apologise three times or hide it at the bottom of a newsletter. Regulars mind surprises far more than they mind the rise itself. Copy-and-paste wording for text, email and the counter is below.
The four things every price message needs
- The new price, written as a number, not "a small adjustment"
- The date it starts, with enough notice to book at the old price if they want to
- One honest reason, in one sentence. Costs went up, you added training, the job takes longer than you priced it
- A thank you. Not an apology, a thank you
Leave out the long explanation of your energy bill. The longer the message, the more it sounds like you expect an argument, and people tend to give you the argument you seem to expect.
Text message wording
"Hi Jo, a quick heads up before your next visit. From 1 November my cut and blow dry goes from £45 to £50. Anything booked before then stays at the old price. Thank you for being such a loyal client, it means a lot. Sam"
"Hi Mr Patel, just letting you know our call-out rate moves from £65 to £75 on 1 November, after two years at the same price. Any job you book before then is at the current rate. Thanks as always for using us."
Email wording
"Hello,
From 1 November our prices will change. The new price list is below. It is our first change in two years, and it reflects what materials and insurance now cost us.
If you would like to book at the current price, anything booked before 31 October is honoured, even if the appointment is later.
Thank you for your custom. If you have any questions, just reply to this email and I will answer personally."
Put the new prices in the email itself, not behind a link. Someone who has to click to find out how bad it is will assume the worst.
What to say face to face
"Before you go, I wanted to tell you in person: my prices go up a little from November, your usual will be £50. Anything you book today is at the current price." Then stop talking. Silence after a price is normal, and filling it with justifications is where owners talk themselves into a discount.
When someone pushes back
Most people say nothing, or "fair enough". If someone objects, agree with the feeling without changing the number: "I understand, nobody likes prices going up. I have held them for two years and this is the first change." If they want a cheaper option, offer a smaller service, not the same service for less. There is more wording for this in what to say when a customer says you are too expensive.
Is this why you have not raised your prices?
- You have not changed prices in two or more years while your costs have
- You are worried your regulars will leave
- You would rather lose margin than have the conversation
- You raised them once and told nobody, and it felt awkward at the till
The message is the easy part once it is written. Send it once, to everyone, on the same day, and the awkwardness is over.
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The hard part is not the wording, it is reaching every client without typing the same message eighty times. If your client list lives in one place, you can send one personalised text or email to all of them in one go, with each person's first name, and see who replies. It also makes it easy to follow up with the regulars you have not seen for a while. That is one of the jobs we use GoHighLevel for, alongside everyday text templates.
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Common questions
How much notice should I give customers of a price increase?
Four weeks is a fair minimum for regular clients, longer if people book far ahead. For customers on a contract or subscription, check your terms, as they may set a notice period you must follow.
Should I apologise for putting my prices up?
No. Thank them instead. An apology suggests you are doing something wrong. A plain, friendly message with the date and the reason reads as a business that is confident in what it charges.
Should I explain why prices are going up?
Give one honest reason in one sentence. A long justification sounds defensive and invites people to argue with each point.
Should existing customers keep the old price?
Letting anyone who books before the change date keep the old price is a good compromise. It rewards loyalty, gives people a choice, and often brings bookings forward.
Will I lose customers if I raise my prices?
You may lose a few of the most price-sensitive ones. Most owners find far fewer leave than they feared, and the ones who stay are worth more to the business.