Three messages to announce a price increase to your regular customers, with clear notice and without apologizing.
A price increase rarely drives away a good customer. What drives them away is discovering it on the invoice. Announced ahead of time, explained in one sentence and applied on a set date, it is accepted in the vast majority of cases.
Three rules cover most of it: give at least a month of notice, state the effective date, and do not apologize. Your costs went up, your prices follow: that is how a business works.
What not to write
"We are sorry to have to…": the apology invites negotiation. "Due to current economic conditions": too vague to be believed. Say what went up, in a few words, and move on.
How much, and how often
A modest increase every year goes over better than a big jump every four years, which looks like catching up. Round up: a rate of $47.30 an hour gets questioned more than $48.
When to use it : One to two months before the effective date, by email. Personal rather than a mass message.
Subject : My rates starting [date]
Hello [first name],
I wanted to let you know personally: starting [date], my rates will go up by [percentage or amount] to reflect higher [what went up, for example: insurance and material costs].
Estimates you have already signed stay at the current price, and you can still book work at the old rate until [date].
Thank you for your continued business. Feel free to call me if you have any questions.
[your first name]
Template 2 of 3
The reminder, two weeks before
When to use it : Short, for customers who wanted to get work done before the change.
Subject : Reminder: new rates on [date]
Hello [first name],
A quick reminder: my new rates take effect on [date]. If you were planning [type of work], now is a good time to book it at the current price.
Have a good day,
[your first name]
Template 3 of 3
The reply to a customer who pushes back
When to use it : Without negotiating under pressure: explain once and leave the choice to them.
Hello [first name],
I understand this is not welcome news. The increase reflects my own rising costs, and it applies to all of my customers.
I value working with you, and I am happy to look at how we could [combine visits / adjust the schedule] to limit the impact on your budget.
Best regards,
[your first name]
With Standin
Or you could stop writing them
Standin reads your clients' messages while you work, fills in their record and drafts the reply in your words. You read it over and send. Free to start, no card needed.