Should I increase my prices due to high inflation?

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    Businesses in all sectors are battling rising inflation and increasing operational costs. Many face the dilemma of whether to increase their prices to ensure the financial health of their business.

    Adjusting prices in line with inflation is essential to compensate for increased operational costs like goods and labour and safeguard profit margins. However, price adjustments should be approached carefully, considering the market, competitors and customers’ price sensitivity.

    Read on for Jameco Group’s informative guide on how businesses should respond to rising inflation rates, the pros and cons of raising prices, what to consider and how to identify the right pricing strategies for your business.

    Our business advisory and cash flow services will enable you to sharpen your vision, boost performance and help position your business for success.

    How responsive should a business be to rising inflation?

    Inflation is a huge problem for many businesses. Finance experts believe that businesses should be highly responsive to rising inflation, as it directly impacts costs, pricing, and profitability.

    Although you can’t dictate economic shifts, how you respond to inflation is critical. It’s crucial to confront inflation’s effects directly – streamline costs, enhance profitability, and refine your strategy to maintain profit margins and sustain growth despite economic pressures.

    Yes, adjusting prices may bring discomfort (and it certainly needs careful consideration), but if you allow inflation to eat away at your profit a few per cent over several years, your once thriving business may end up fighting to stay afloat.

    What is the pricing strategy for inflation?

    A meticulous examination of your financials is essential to determine the right pricing strategy for your business.

    This involves:

    • identifying the necessary minimum increase to counterbalance rising costs
    • assessing the potential benefits of different pricing strategies for future growth
    • pinpointing the timing for pricing adjustments

    Working with your accountant to analyse your financial statements can offer valuable insights, but here are some key factors to consider:

    Profit and Loss Statement Analysis

    Examine your revenue or sales volume over the past year to gauge stability and identify any significant reductions. This will help you understand the price elasticity and how past pricing changes have impacted sales.

    This will also allow you to track rising operating costs so these can be factored in when planning a price increase.

    Cash Flow Considerations

    Assess your cash flow statements and forecasts to determine your short-term financial health. Understanding your incoming cash over the next few months will inform you if there’s an immediate need to adjust pricing to avoid liquidity issues.

    Too many sales at a low price can cause problems, and so can too few sales at a higher price – it’s a balancing act.

    Cost of Goods Sold (COGS) Evaluation

    Reassess your COGS to understand how inflationary pressures on shipping, materials, and production costs have impacted your profit margins. This will help you determine how much of these increased costs you need to pass on to consumers to maintain profitability.

    Although there are many pricing strategies, the most simple way to combat inflation is by implementing a modest annual inflationary increase. Within the range of 1 to 5% can be acceptable to customers and significantly boost profitability.

    This approach ensures your pricing keeps pace with inflation and becomes an anticipated part of your business cycle, reducing apprehension around price adjustments.

    When is the best time to raise prices?

    Deciding on the optimal timing for raising prices involves a strategic balance between internal financial needs and external market conditions.

    Here are some key considerations:

    • Timing with Business Cycles: Align price increases with natural business cycles or at the start of a new financial year when customers might expect adjustments.
    • Gradual Increases: Implementing small, incremental price increases can be less shocking to customers than a single, substantial hike, making it easier for them to absorb and accept the changes.
    • Review Contracts and Agreements: For businesses with long-term contracts, review the terms to identify opportunities for renegotiation or price adjustments in line with inflation or increased costs.
    • Value Communication: When increasing prices, reinforce the service quality that customers receive from your relationship. This can help justify the price changes and maintain customer loyalty.
    • Market and Competitor Analysis: Keep an eye on how competitors and the broader market are responding to inflation. Aligning your price adjustments with industry norms can help you remain competitive without sacrificing margins.
    • Customer Feedback: Engage with your customers to gain insights into their perception of value and price sensitivity. This feedback can guide how you structure your price increases and communicate them.

    Ultimately, the goal is to find a balance that covers increased costs and supports business growth without alienating your customer base. Transparency when communicating price increases, backed by a clear understanding of your financial health and market positioning, is crucial for maintaining customer trust and loyalty during inflationary periods.

    Advantages of raising your prices

    Improved cash flow

    Increasing your pricing can lead to an immediate improvement in cash flow. This increased liquidity can be crucial for covering operational costs, investing in business growth, or cushioning against economic downturns.

    This is assuming your price increase doesn’t put off new customers or result in losing existing customers.

    Increase or maintain profit

    Raising the prices of your products and services while effectively managing and containing costs can significantly enhance your profitability, provided that your sales volume remains constant.

    This strategy capitalises on the principle that, with higher prices and controlled expenses, each sale contributes more to covering costs and, subsequently, to generating profit.

    Premium positioning

    Price is often equated with value in the customer’s mind. Positioning your products or services at a higher price point can signal superior quality, craftsmanship, or exclusivity over your competitors.

    This premium pricing strategy not only enhances your brand’s perceived value but can also attract a customer base that values quality over cost, potentially leading to more loyal customers and higher profit margins.

    Disadvantages of raising your prices

    Losing market share to competitors

    Setting prices higher than your competitors might result in losing customers to more affordably priced alternatives, diminishing your market share. Customers often compare prices as part of their purchasing decisions, and significant disparities can drive them towards competitors.

    Negative customer feedback

    Your decision to increase prices may not sit well with your existing customer base, especially if they perceive the rise as unjustified or excessive. This dissatisfaction can manifest as negative feedback, which, in today’s digital era, can spread quickly and damage your brand’s reputation.

    Fluctuating prices might create uncertainty about your brand’s reliability, making customers hesitant to make purchases for fear of future price reductions.

    Potentially fewer sales

    A price increase might deter price-sensitive customers or those in financial constraints, particularly during economic downturns. While the profit margin per unit sold may increase with more revenue, the overall sales volume could decrease, potentially leading to a drop in total sales.

    This scenario could make it challenging to cover fixed operational costs, such as staff salaries and rent, impacting your business’s financial stability, especially its cash flow.

    Factors to consider when raising prices

    When contemplating a price increase, several critical factors must be meticulously evaluated to ensure the decision supports your business objectives while maintaining customer satisfaction.

    Overall business cost inflation

    Inflation may necessitate price adjustments to cover escalating costs, such as rising energy expenses, to preserve your profit margins. Analysing the overall inflation impact on your business costs is essential for determining the extent of the price increase needed.

    What your competitors are doing

    Monitoring competitors’ pricing is essential, as it shapes customer perceptions of value in both a positive and negative way.

    In competitive markets, it’s crucial to understand how your prices compare, especially during inflation. Adjusting your pricing strategy in response to competitors can help your company stand out and maintain its market position.

    Your profit margins

    Before implementing price hikes, explore opportunities for reducing costs elsewhere in your business. This could potentially offset increased costs without implementing price change.

    However, many businesses find their cost-reduction efforts are already maximised, making price adjustments an unavoidable reality. It’s important not to keep chipping away at a product or service, or quality will suffer, and the customer base may dwindle.


    Consider creative pricing strategies that don’t directly involve raising prices. You’ve no doubt heard of ‘shrinkflation’ in the press; it maintains the same price point but slightly reduces the product quantity or size, preserving the perceived value.

    Similarly, revising discount policies or promotional offers can effectively increase the average selling price without altering the list price.

    This could also apply to services, e.g. you may be a coach who previously charged £200 for a 60-minute coaching session, changing the pricing model to £200 for 45 minutes is unlikely to lose you any customers, but it would allow you to offer more sessions per day.

    Elasticity of demand

    The price elasticity of your products or services is crucial. Some offerings may withstand price increases without a significant drop in demand, while others may see a decline in sales as customers seek alternatives or move to competitors.

    Assessing the elasticity of demand for your offerings will guide how you structure your price adjustments.

    How can Jameco Group help?

    Before you even think about increasing prices, you need to understand your current financial position as a business…and I don’t just mean today’s bank balance. It starts with great accounting software like Xero, solid bookkeeping, tax-optimised VAT returns and year-end returns filed on time with no interest or penalties accruing.

    It’s essential to get these basics in place to produce detailed management accounts that inform new pricing strategies.

    The process looks like this:

    Financial Analysis: Our detailed management reporting and financial analysis provide a clear picture of your business’s financial health. By examining your financial situation, we identify how inflation is affecting your business and where adjustments may be needed.

    Strategic Pricing: Our experts will work with you to develop a pricing strategy that aligns with your business goals, market positioning, and the current economic climate, ensuring you remain competitive while protecting your profit margins.

    Cost Management: We’ll explore opportunities to streamline operations and reduce costs, potentially offsetting the need for significant price increases.

    Customer Communication: We can advise on the best ways to communicate price changes to your customers, emphasising value and minimising potential backlash.

    Elasticity of Demand Assessment: We’ll help evaluate the price elasticity of your products or services to predict how price changes might affect sales volumes and overall revenue.

    By partnering with Jameco Group, you will have access to a professional team committed to your business’s resilience and growth, even in challenging economic times. Get in touch with a member of the team for more information.

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