Raise Your Prices: Why It’s Time, and Why You Can’t Afford Not To

Right now, everyone’s talking about inflation, tariffs, and rising costs—and with good reason. The price of everything is up, from raw materials to importing to utilities. But too often, small businesses and manufacturers look at these rising costs and think, “Well, I guess we’ll just have to absorb it.”

That’s not leadership. That’s survival thinking—and survival thinking doesn’t win.

Let’s get real: the cost of doing business has gone up, and it’s not going back to where it was. If your cost of goods (COG) is rising, your prices need to reflect that. Period.

📈 Want a wild example?

On May 1st, 2025, Microsoft increased the price of its Xbox Series X by $100.

Let me say that again… They raised the price of a four-year-old gaming console.

No redesign.

No major hardware upgrade.

Just up.

Now, we could get emotional and ask: "Shouldn’t prices go down as something gets older?"

In a perfect world, maybe.

But that’s not the world we’re doing business in today. Microsoft made a strategic business decision to preserve margin, keep up with costs, and protect the value of their product.

And guess what? You should too.

🚚 Let’s talk about the truck market.

A few years ago, truck prices skyrocketed. So much so, that people were selling used trucks for the same price—or even more—than they paid brand new.

Why?

Supply chain issues, production delays, and increasing demand all collided at once.

What happened?

The market adjusted. Dealerships didn’t blink.

They raised prices. And consumers still paid—because the value was there and the demand didn’t stop.

You’re Not “Greedy.” You’re Responsible.

Raising your prices isn’t about gouging your customers—it’s about staying in the game. It’s about providing for your team, protecting your future, and ensuring the quality of your service doesn’t suffer due to cut corners or cheap alternatives.

If you’re a:

• Service provider with rising cost of supplies and equipment

• Supply shop juggling price hikes from every vendor

• Manufacturer watching raw material and import costs climb

Then not raising your prices is a risk—a risk to your quality, your profitability, and your longevity.

Leadership Moves in Uncertain Times

During seasons like this—where everything feels volatile—smart leaders don’t freeze. They analyze, they adjust, and they move forward.

This is your call to:

• Audit your COGs

• Look at the margins

• Consider what it really costs to serve your customers at the level they expect

Then ask yourself: Am I charging what this product or service is worth today?

If the answer is no, it’s time.

You’re In Business to Win—So Price Like It

We can’t let fear stop us from making the right business decisions. You are not running a charity. You’re running a business. And your business deserves to be healthy, sustainable, and growing.

So take a breath, look at the data, and make the call.

We hope you win this season. We hope you charge what you're worth. And we hope you never apologize for building something strong, something valuable, and something that lasts.

Raise your prices. And crush it!