The price rose three times. Two thirds of the book never moved.

Every increase applied only to new customers. The longest-standing accounts now pay the least, and the gap is worth more than a year of new sales.

By Steve 5 min read
Abstract bridge artwork for The price rose three times. Two thirds of the book never moved.

A business raises its list price in 2021, again in 2023, again this year. Each time, the increase applies to new business only. Nobody decides that existing customers are exempt; it is simply that the new price is easy to charge a stranger and hard to charge someone you have served for six years. Three rounds later, the oldest accounts, often the largest, usually the most demanding, frequently the most referenced, are paying a number the business no longer offers to anyone. This is not a pricing failure. It is…

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