Insights · Pricing
Five signs your prices are too low
Most owner-led firms underprice by 5–15%. Here is how to tell, and how to raise prices without losing good customers.
1. You win almost every quote
If you win more than 70% of the quotes you send, customers are telling you something. A healthy win rate for most B2B firms sits between 30% and 50%.
2. Your best customers never push back
When your largest accounts accept increases without a conversation, they usually value you more than your price suggests.
3. Margin is falling while volume grows
Rising sales with a shrinking gross margin often means discounts and input costs are quietly eating the gains.
4. Prices were last set years ago
Many firms set prices at launch and only add inflation since. Your product, service and reputation have probably moved further than that.
5. Sales talk about price more than value
If your team leads with discounts, give them better stories about outcomes, not lower numbers.
How to raise prices safely
Start with new customers and smaller accounts, explain what has improved, give existing customers notice, and track churn monthly. Most firms find fewer customers leave than they feared.
