Too many business owners are afraid to raise their prices
Last month, we raised our labor rate by $15 in the auto repair shops.
From $175 to $190 per hour.
Know how many customers complained?
Zero. Here’s what happened instead:
Sales actually increased by 18% through a combination of more cars + slightly higher sales per car.
To be honest, I don’t think anybody even noticed
We didn’t tell our employees either.
Why make a big deal about it?
For years, we’d overthink our pricing strategy
At the end of the day, pricing is all about value
You can charge whatever you want if you deliver great value