---
title: "Lose Customers, Make More Money"
id: "984"
type: "post"
slug: "lose-customers-make-more-money"
published_at: "2026-07-10T14:45:00+00:00"
modified_at: "2026-06-26T21:19:39+00:00"
url: "https://yourbusinessgrowthplaybook.com/lose-customers-make-more-money/"
markdown_url: "https://yourbusinessgrowthplaybook.com/lose-customers-make-more-money.md"
excerpt: "Most entrepreneurs fear raising prices. But here’s the math they never run: You can lose customers and still make more money. In Your Business Growth Playbook, I break down a simple lever: price. Everyone knows to revisit it. Few actually..."
taxonomy_category:
  - "Updates"
---

# Lose Customers, Make More Money

Published

in

[Updates](https://yourbusinessgrowthplaybook.com/category/updates/)

Most entrepreneurs fear raising prices.

But here’s the math they never run: You can lose customers and *still [make more money](https://yourbusinessgrowthplaybook.com/future-of-revenue-beyond-single-sale/)*.

In *[Your Business Growth Playbook](https://yourbusinessgrowthplaybook.com/)*, I break down a simple lever: **price**.

Everyone knows to revisit it. Few actually do – fear of churn, backlash, or “you’re too expensive.”

Curious *how* to raise your prices? It’s easier than you think. Tune into these [podcast episodes with founders who increased their pricing](https://yourbusinessgrowthplaybook.com/category/podcast/pricing-increase/)
 and hear *how* they did it…

So strip the emotion. Run the numbers.

**Baseline Example:**

1,000 customers × $40/mo = $40,000 revenue  
Cost to serve = $20 per customer  
Profit = 1,000 × (40 − 20) = $20,000

**After a price change:**

Price = $50/mo (↑25%); customers = 800 (−20%)  
Profit = 800 × (50 − 20) = $24,000 → +20% profit, fewer customers to support.

That’s why price optimization isn’t greed – it’s efficiency.

(Note: A 25% increase can deliver much larger profit gains – even 2× – when costs are a higher share of price. In this example, it’s +20%.)

## Patterns I keep seeing

SaaS founders raise tiers → attract better-fit customers.

Service firms stop discounting → [margin breathes](https://yourbusinessgrowthplaybook.com/marginal-gains-massive-wins/)
.

Coaches move from $997 → $1,500 → finally pay themselves well.  
Often, satisfaction improves because focus improves.

Run a 2-week price test (simple & safe):

Pick a segment (new customers or a specific plan). Raise price 10–25% with a clear value line (e.g., faster onboarding, priority support, added outcomes).

Track four metrics: trial-to-paid (or win rate), average selling price, churn/refund in 30 days, support load.

**Decide by math**: If total profit ↑ and service load ↓/flat, keep it. If not, iterate on packaging before pricing again.

## 🧠 Summary

The right customers don’t leave when you raise prices, they lean in because they value what you do. Done right, raising prices doesn’t shrink your business; it sharpens it.

Before you chase new leads, ask: When was [the last time you charged what your product is actually worth](https://www.linkedin.com/posts/jeremyshapiro_most-entrepreneurs-fear-raising-prices-activity-7462889879450845185-EPI0?utm_source=share&utm_medium=member_desktop&rcm=ACoAAFdOZw8BYQ0nmkyDSimSRn-2tmSTKAn9FAI)
?

## More posts

- ### [Permission Beats Pressure on LinkedIn](https://yourbusinessgrowthplaybook.com/permission-beats-pressure-on-linkedin/) [October 9, 2026](https://yourbusinessgrowthplaybook.com/permission-beats-pressure-on-linkedin/)
- ### [The Lyon Show: Break Through Your Growth Plateau Without Burning Out](https://yourbusinessgrowthplaybook.com/the-lyon-show-break-through-your-growth-plateau-without-burning-out/) [October 8, 2026](https://yourbusinessgrowthplaybook.com/the-lyon-show-break-through-your-growth-plateau-without-burning-out/)
- ### [Your Inbox Is Crowded. Try the Mailbox](https://yourbusinessgrowthplaybook.com/inbox-is-crowded-try-the-mailbox/) [October 7, 2026](https://yourbusinessgrowthplaybook.com/inbox-is-crowded-try-the-mailbox/)
- ### [The Sales Seat Founders Avoid with Derek Fredrickson](https://yourbusinessgrowthplaybook.com/s3e40-founder-led-sales-derek-fredrickson/) [October 6, 2026](https://yourbusinessgrowthplaybook.com/s3e40-founder-led-sales-derek-fredrickson/)