How Do I Change the Price for My Customers?
Maarten Laruelle This is the question I get most. After every talk, every workshop, every conference coffee. “How do I change the price for my existing customers?”
The key: do not start with the price.
The right order
Most founders want to jump straight to the number. New price, send email, hope for the best. That’s the fastest way to lose trust.
Instead, follow this sequence:
1. Start with value
What outcome is the customer getting from your product today? Not features — outcomes. Revenue gained, time saved, risk reduced. If you don’t know this, you’re not ready to talk price.
2. Validate the outcome they want
Has anything changed since they signed? Are they using the product differently? Have their goals shifted? This conversation alone often reveals that the current package is wrong before you even touch pricing.
3. Validate if the package matches
Does what they’re paying for actually match what they need? Maybe they need more. Maybe they need less. Get the package right first.
4. Then how they want to pay
Monthly? Annual? Usage-based? The payment model matters more than most founders think. It affects cash flow perception, budget cycles, and willingness to commit.
5. Only then: the price
Now you can talk about the number. And if there’s pushback, you know exactly where.
Why this order matters
If there’s resistance, you can diagnose it. Package doesn’t fit? Fix that. Payment model wrong? Adjust. Price itself? Now you can have that value conversation with real ammunition.
Your existing customers are usually your biggest fans. They’re open to real conversations — if you have them right.
Preparing a price change for your customer base? Let’s walk through it together.