The price rise was 6%. It moved 0.4% of their cost base.

Resistance to a price increase rarely tracks its size. It tracks where your line sits in the buyer's cost structure, and who has to defend it internally.

By Steve 5 min read
Abstract bridge artwork for The price rise was 6%. It moved 0.4% of their cost base.

Two firms put through the same 6% increase in the same quarter. One loses two accounts and spends six weeks in defensive conversations. The other gets a handful of grumbles and a signed acceptance. The instinct afterwards is to explain the difference by relationship quality, or by how well the increase was communicated, or by luck. Usually the difference was decided long before either letter went out. It sits in the arithmetic of the buyer’s cost base. Find your line in their accounts A price increase is not experienced as…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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