Communicating price increases – why attitude matters more than percentages

Guest article by sales expert Oliver Schumacher

Price increases are like thunderstorms: everyone knows they’re coming – but when the time comes, many salespeople flinch. The fear is great: “How will the customer react? Will they back out? Will they bring in the competition?”

As a speaker and sales trainer, I say: it’s not the price increase itself that’s dangerous – it’s the way it’s communicated.

When inner uncertainty radiates outward

I see it in countless training sessions: salespeople enter a price negotiation like a student entering a math exam – with their heads down, full of doubt, looking for excuses. And customers sense this immediately.

Those who do not stand behind their price adjustment radiate uncertainty – and open up a discount poker game with the customer that ends up being expensive.

Three principles for strong communication

On stage and in seminars, I like to get to the heart of the matter:

Attitude beats arguments – those who are proud of their performance sell more convincingly than those who only justify numbers.

Clarity creates trust – customers want to know: When does the new price take effect? Why is it justified?

Language determines emotions – “new prices” sounds like the future. “Price increase” sounds like loss.

Price increases as an impetus for greater strength

A price adjustment is not a request – it is a signal: We stand by our value. Those who communicate this consistently and confidently often even gain respect.

In my lectures, I provide inspiration on this topic, and in my training sessions, we practice it in a practical way:

• Announcing price increases in a way that comes across as professional.
• Confidently countering customer objections such as “too expensive.”
• Turning price discussions into opportunities – for example, for additional sales or new service packages.

Conclusion: More pride, fewer discounts.

Price increases are part of business. The decisive factor is not whether they happen, but how salespeople talk about them.

As a speaker, I inspire sales teams to no longer see price increases as a specter, but as an opportunity to strengthen their own attitude. And as a trainer, I prepare salespeople so that they don’t fear the next price adjustment – but use it as a stage to show: We are worth our money.

Book Oliver Schumacher as a trainer or speaker: 1 (704) 804 1054 or oliver.schumacher@premium-speakers.com