Strategy
6 min
Price is a promise: pricing through a volatile decade
Customers now expect prices to move. The companies that keep their trust explain why, segment carefully and move first.
Ines Hartley
Managing Partner
After several years of rising costs, customers have learned to expect price changes. What they punish is surprise.
Explain the move
The companies that held volume while raising prices told customers what had changed and when they would review it again.
Segment before you move
Not every customer values the same thing. Small, targeted changes beat a single list-price increase almost every time.
