How do you know if your prices are right? One client wasn’t sure, and it was costing him more than he realized. He asked us to dig into the data, compare competitors, and find out where he stood. The result? A 30% price increase and a stronger position in the market. Here's how research gave him the confidence to charge what he was worth—and why it worked.
The Power of Research:
Why One Client Raised His Prices by 30% (and Never Looked Back)
He wasn’t sure.
Was he charging too much? Too little?
Were his quotes competitive—or just desperate?
He had a gut feeling, but no real data to back it up. So, he asked us to help.
The Research Reality Check
This client, like many B2B business owners, was doing good work.
Exceptional service. Happy clients.
But he had no idea where he stood in the market.
His pricing model had been built years ago and adjusted only slightly over time. And as the industry evolved, he never stopped to benchmark his services. It wasn’t until margins started to feel tight that he reached out.
We did the research—real, competitive analysis.
Same region. Same service category. Same target client base.
And guess what?
He was undercharging by about 30%.
Not just under by a little—underpricing himself right out of credibility.
What Happened Next?
Armed with insight and confident in his value, he made the leap.
He raised his prices—strategically, across the board.
Did he lose clients?
Nope.
Did it hurt?
Not even close.
In fact, a few long-time clients congratulated him for finally charging what he was worth. One even said, “We always knew you were underpriced. Glad you’re finally correcting that.”
The Big Shift
What changed?
Not just the numbers. The mindset.
He was no longer the lowest bidder in the room—so clients stopped assuming there would be a catch.
No one was questioning whether something was missing from the quote.
He was respected. Trusted. And competitive in a way that reflected the quality he’d always delivered.
He didn’t need to change his service—just understand the value of it.
The Takeaway
If you’re unsure about your pricing, don’t guess.
Do the research.
Know your market.
Ask for help if you don’t know where to start.
You might be surprised what the data tells you—and how empowering that knowledge can be.
