When Should You Update Your Pricing?

Pricing is one of those things that can make or break your small business. Set it too high, and you’ll scare customers away; too low, and you’re leaving money on the table. Chances are you put considerable thought into your pricing when you started your small business. But pricing isn’t a set-it-and-forget-it task. What worked last year or even last month might not work today. 

So, when is the right time to tweak your pricing strategy? Today, I will discuss some scenarios that might indicate it’s time for a pricing update.

8 Scenarios that Indicate It’s Time to Change Prices

Your business isn’t static, and your pricing shouldn’t be either. Here are eight scenarios that signal a pricing update is due. 

Scenario 1: Economic Factors or Inflation

Economic factors like inflation can directly impact your business, forcing you to adjust your pricing to stay afloat. A study from business.org showed that 82% of small businesses have recently increased their prices due to inflation. The amount of the increase ranged from 10-20%.

Feeling the economic squeeze usually means it’s time to revisit your prices, but think about timing and communication. Be transparent with your customers about why it’s happening and how it’s a measure to ensure you can keep offering them top-notch service or products. This can help maintain trust and enhance your brand’s reputation during tough economic times.

Scenario 2: Your Costs Have Changed

If you’re noticing that your expenses are going up (increased costs from suppliers, shipping, or even your overhead), that’s a sign that you may need to reevaluate your pricing. Ignoring these rising costs can eat into your margins, putting you on a slippery slope to becoming an unprofitable business.

Don’t just absorb these extra costs and hope for the best. It’s time to take a hard look at your pricing strategy. You might need to pass some of these increases on to your customers. But don’t just jack up prices; think about how you can do this thoughtfully. You could gradually introduce the increase or bundle services or products to keep the perceived value high.

Scenario 3: The Competition Has Changed Their Prices

A smart business owner keeps an eye on the competition. So, what happens when you notice that your main competitor has either upped their prices or maybe they’ve gone the other way and dropped them? Your first instinct might be to immediately follow suit. Before making any moves, dig a little deeper to understand what prompted their change. Are they offering something new or cutting back on features?

Once you’ve got the full picture, then consider how you should adjust your own pricing. Maybe you don’t need to match them dollar-for-dollar, but you do need to offer a clear value that justifies whatever price you set. Remember, value doesn’t always mean the lowest price; it can be better customer service, a superior product, or even brand trust.

Scenario 4: Market Demand Is Shifting

You’ve hit a sweet spot where the demand for what you’re selling is through the roof. Or maybe it’s the opposite—sales are plummeting, and you’re unsure what to do. Both situations signal that it might be time for a pricing adjustment. 

High demand? This could be a good opportunity to nudge your prices up a bit. On the flip side, if you’re facing a decrease in demand, you might need to look at temporary price reductions, promotions, or bundles to lure customers back.

Keep in mind that a change in demand can be seasonal or influenced by factors out of your control, like economic downturns. Evaluate the situation carefully so you don’t make rash long-term decisions based on short-term fluctuations.

Scenario 5: You’re Entering a New Market or Launching a New Product

Going into a new market or rolling out a new product is exciting, but it also means you have homework to do. This is a perfect time to reconsider your pricing strategy. 

You could look at penetration pricing to break into the new market with considerably lower pricing (making up for the low profit through sales volume). Or you might consider a premium pricing strategy, especially if your new product has unique features that set it apart from the competition.

The bottom line is entering a new market or launching a product is like hitting the reset button on your pricing strategy. You’ve got to weigh all the factors like costs, competition, and demand all over again, and your decisions for the pricing of new products may impact your pricing of old products, too.

Scenario 6: It’s Holiday or Seasonal Sales Time

Ah, the holidays—a time when people are in a spending mood. Whether it’s Christmas, back-to-school, or even a smaller holiday that aligns with your products, this can be a golden opportunity to revisit your pricing. 

You might think about offering limited-time promotions to get people through the door. Or maybe bundle related products at a discounted rate to increase sales. For more ideas, check out my article 10 Holiday Sales Tips to Help You Prep Ahead for the Best Season Yet. 

On the other hand, if you’re in a business where the demand naturally drops during certain seasons, it might be a good time for a sale to keep things moving. Whatever you decide should make sense for your brand and bottom line.

Scenario 7: Customer Feedback Indicates It’s Time

Customer feedback is a great way to improve your products and services – and your pricing, too! Maybe you’re hearing from customers that your prices are too high or even too low. That’s the kind of direct feedback you can’t afford to ignore.

High prices can be a turn-off, but surprisingly, so can prices that seem too low because they make customers question your product’s quality. If you’re repeatedly hearing the same comments about pricing, it’s a good signal that it might be time for a pricing update.

Scenario 8: Your Brand Has Evolved

So, your brand has gone through some changes. Maybe you’ve added some cool new features to your products or upgraded your customer service to offer 24/7 support. These enhancements make your business better and add value to what you’re offering.

In light of these changes, sticking to your old pricing might not make sense. Your improved offerings could justify a price increase, but you’ll want to handle this carefully. Nobody likes to pay more for what they were getting before, so explaining why prices are rising is crucial.

Take the time to clearly communicate your improvements and how they benefit the customer. Maybe even consider a soft launch for the new pricing, offering existing customers a grace period at the old rates. This way, you respect your loyal customer base while positioning your brand at a new, higher value point.

Is It Time for a Pricing Update?

Staying on top of your pricing is good for business growth. The key takeaway I hope you got from this article is that you should be proactive. When your business or market conditions change, your prices should reflect that. Be thoughtful and transparent in your approach, and you can maintain customer trust while ensuring your pricing matches your value.

Want to learn more about how to become your own boss and succeed as a small business? Check out my blog and podcast over at SucceedAsYourOwnBoss.com