Price Increase Announcement Script

Pre-Call Prep (do this before you dial)

• Know the exact new number and the % increase
• Know why the increase is happening (cost inflation, tier reclassification, added product value) - one clean reason, not three vague ones
• Know the customer's usage/outcomes data cold - you'll lead with it
• Know your one flexibility lever (timing, phase-in, or scope) before the call, not during it
• Never send the increase in an email first - always a call or video, email follows

The Call

Opener - lead with value, not the number: "Hi [Name], thanks for jumping on. I want to cover two things: how the last year has gone against what we set out to do, and a change to your contract for the upcoming term. Let's start with results - [metric 1], [metric 2], [metric 3]."

The reveal - say the number plainly, once, then stop talking: "For the renewal term starting [date], your price is moving from [old price] to [new price] - that's a [X]% increase. This reflects [the one clean reason]. I want to be straight with you on both the number and why."

(Then stop. Let the silence sit. Do not soften, apologize, or immediately offer a discount.)

If they push back with silence or a neutral "okay": "I know that's a number worth sitting with. What questions do you have?"

Offering control back (your one flexibility lever): "What I can do is give you options on how we get there - full increase now with a multi-year lock at this rate, or a phase-in over two terms. Which direction is more useful to you?"

Handling Pushback

"That's a big jump": "It is, and I don't want to undersell that. Here's the comparison: [old price] got you [X], the new price gets you [X + what's changed - new features, support tier, capacity]. If the value hasn't kept pace for your team specifically, tell me where, and let's solve that directly."

"We didn't budget for this": "That's fair, and it's exactly why I'm bringing this to you [X weeks] ahead rather than at the deadline. Would a phase-in over two terms make this workable inside this year's budget?"

"Match our old rate or we walk": "I hear you, and I'd rather solve this than lose you over a number. I can't hold the old rate indefinitely, but I can [lock a phase-in / extend the term to average out the increase]. What I can't do is pretend the increase isn't happening - I'd rather be straight with you now than surprise you later."

Close

"So here's where we land: [confirmed number, confirmed timing/phase-in]. I'll send this in writing within the hour along with the updated results summary. Anything else you need from me before we lock the renewal?"

Follow-Up Email (send within 1 hour)

Subject: Following up - [Company] renewal terms

"Hi [Name],

Good talking today. To confirm: your renewal term starting [date] moves to [new price] ([phase-in terms if agreed]). This reflects [the one clean reason], on top of [results recap - 2-3 bullets].

I'll have the paperwork to you by [date]. Let me know if anything needs adjusting before then.

[Your name]"

Do-Not-Say List

• "I'm sorry, but..." (apologizing for a business decision undermines the reason behind it)
• "I know this is annoying/frustrating" (don't narrate their emotion for them)
• Any discount offered before they've asked and before you've diagnosed why
• "Everyone's price went up" as the sole reason (make it about their value, not industry-wide cover)