Everyone says you should raise your prices…

But almost nobody tells you how to actually do it without pissing off your customers, torching your brand, or accidentally making less money.

That’s what this article is about.

And I’m not talking about adding 10% and hoping nobody notices.

I’m talking about doubling…tripling…even 10X’ing the price of your core offer…the kind of move that makes your accountant proud and your inner imposter hyperventilate.

Because doubling your prices isn’t about courage…it’s about systems.

Here’s the system I call The Price Elevation Protocol™…the 5-step process for charging what you’re truly worth (without losing your best customers).

Step 1: Build a Premium Upgrade (Not Just a Price Hike)

If you want to charge twice as much, don’t just raise your price…raise your promise.

The Goal: Keep 80% of the delivery the same while upgrading the experience.

It could be better onboarding, clearer milestones, private access, faster response…you get the idea.

Because people don’t pay more for more stuff…they pay more for more certainty of success. For example:

  • A boutique gym in Austin was barely breaking even at $79/month. Then it introduced small-group and personal training with custom programs and accountability check-ins. Same building, same equipment, but now it virtually guaranteed results. The new price? $299–$399/month. Retention soared, churn disappeared, and the $79 plan was retired.

  • A marketing agency made a similar leap, shifting from $3K projects to $10K/month retainers that bundled strategy, analytics, and execution. They weren’t selling deliverables anymore, they were selling a specific outcome: measurable growth.

  • And at The Scalable Company, we moved from group-style programs (where founders installed their own operating systems) to a 1:1 done-with-you model. Same tools. Same training. Different promise: “We’ll make sure it gets done.” The result? A 5X price increase, and conversions actually went up.

Before you double your price, double your certainty. You’re not charging more…you’re charging appropriately for the outcome.

Step 2: Soft-Launch and Test

The biggest pricing mistake you can make is NOT testing prices.

The second biggest pricing mistake you can make is rolling out new pricing before it’s proven.

Don’t do that. Run a small-scale test first.

  • The gym started with one trainer and a handful of test clients.

  • The agency trialed its retainer model with two long-term clients.

  • At Scalable, we piloted our new 1:1 program with just 10 qualified prospects.

And when you run your test, be sure to give it time…

We made this mistake at my company, DigitalMarketer, a few years ago when we raised the price of our flagship membership from $49/mo to $95/mo.

Conversions held steady until month three, when churn spiked.

Six months later, we were earning less per customer at 2X the price…even though initial conversion rates had remained the same.

The lesson? Don’t declare victory until the long game proves out.

If retention holds, your price elevation worked. If not, your price isn’t wrong…your positioning is.

Step 3: Retire the Old Plan (with a Legacy Window)

Once your new price is proven, retire the old one…gracefully.

Don’t yank it. Graduate it.

  • The gym ran a 30-day “Last Chance Legacy Offer” where they let clients, “Lock in your membership at our legacy rates before the new personal training model launches.”

  • The agency offered existing clients one last opportunity to book projects before they shift to the retainer model, and then a “Charter Rate” discount to existing clients who upgraded to retainer.

  • At Scalable, we ran one last cohort (which was our biggest one ever since everyone knew it would be the last), and then we told our existing clients, “You can stay in the current cohort program for life, or upgrade to our new 1:1 implementation at a special founding client rate.”

These transitions weren’t price hikes, they were evolutions.

They rewarded loyalty, created urgency, and gave one last surge of demand before closing the door.

Step 4: Keep a Backdoor Downsell

Here’s the move that keeps you confident when quoting higher numbers: the Backdoor Downsell™.

Don’t advertise it, but if a great prospect hesitates, you can quietly say:

“We might have a lighter version that could be a fit. Want me to check availability?”

  • The gym let personal training clients “downgrade” to gym access for the $79/mo level rather than lose them completely.

  • The agency still offered the occasional “test project” (just like the ones that used to be their core offer) to prospects who weren’t quite ready for retainer. And…

  • At The Scalable Company, we occasionally provide a stripped-down, self-paced version of our Operating System Buildout program, but only when it’s the right fit.

That backdoor saves sales and reduces churn…all while protecting your positioning and letting you look generous (instead of desperate).

Step 5: Systemize Price Reviews

Price increases shouldn’t be emotional…they should be scheduled.

Once a quarter (or at least once a year), run a Price-to-Value Check-In and look for three signals:

  1. Waitlist: You’re booked out or turning customers/clients away.

  2. Win Rate: You’re closing nearly everyone who sees your offer. (If your close rates are >50%, you’re likely not charging enough.)

  3. ROI: Clients are earning their investment back faster than expected.

If even one of those is true, the market is telling you loud and clear: you’re too cheap.

That’s when you trigger your next test cycle: price increase, experience elevation, limited rollout, measured impact.

Price testing isn’t a one-and-done thing, it’s a process.

Follow it…or risk falling behind.

The Bottom Line

Most founders don’t undercharge because they’re generous…they undercharge because they’re scared.

But underpricing isn’t kindness, it’s self-doubt in disguise.

The right clients will gladly pay for clarity, certainty, and results. The wrong ones will drop off, and that’s a feature, not a bug.

Fewer clients. Better margins. Saner weeks.

That’s not risky…that’s responsible.

Because a business that charges what it’s worth creates freedom for everyone: the founder, the team, and the customer.

⚡️ Action Step: Pick one offer you know is underpriced, and brainstorm how to deliver a 10X experience for 2X to 3X the price. Then, follow the protocol and test it out.

P.S. I’m looking for 5 business owners who want to work 1-on-1 with my team and me to install a custom “operating system” so your business can scale and so you can exit the day-to-day. Click here to get the details.

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