Double Your Profit Day #12 The How to Raise Your Prices Without Losing Customers - Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast

Summary4 min read

Owned and Operated Podcast: Episode Summary

Title: Double Your Profit Day #12: How to Raise Your Prices Without Losing Customers
Release Date: August 12, 2025
Hosts: John Wilson and Jack Carr
Podcast Description: Owned and Operated is a leading podcast focused on the growth of plumbing, electrical, and HVAC businesses. Hosted by industry veterans John Wilson and Jack Carr, the show delivers weekly insights, actionable advice, and diverse perspectives on advertising, lead generation, and the ever-evolving home service industry. Every Tuesday, listeners can expect topical conversations designed to unlock their business's growth potential, covering everything from talent recruitment to mastering marketing strategies.

Introduction to Price Raising Strategies

Timestamp: [00:00]

The episode kicks off with a deep dive into the critical strategy of raising prices to enhance business profitability. Host John Wilson emphasizes the significance of pricing strategies, asserting that "Raising prices is one of the most powerful things that you can do to drive your business forward" ([00:00]). He introduces the concept that a substantial portion of businesses, potentially 50% or more, are underpricing their services, thereby leaving money on the table.

Understanding Market Pricing and Competition

John challenges listeners to assess their pricing relative to competitors. He states, "If you call around to some of the competitors that you're dealing with, you are very likely pricing under market" ([02:15]). By benchmarking against competitors, businesses can identify opportunities to adjust their pricing structures effectively. John cautions against the misconception that higher prices equate to overcharging customers, clarifying, "That's not because he's ripping people off, it's because he's charging 30% more than you" ([03:00]). This perspective encourages business owners to confidently align their prices with market standards rather than fearing customer loss.

Dynamic Pricing: Maximizing Daily Capacity

The discussion transitions to the concept of dynamic pricing, where prices fluctuate based on demand and capacity. John explains, "Pricing can be dynamic up and it can be dynamic down in order to maximize the day" ([05:30]). This approach allows businesses to respond to varying levels of demand, ensuring optimal utilization of resources. For instance, during peak seasons or high-demand periods, prices can be increased to manage the influx of service calls effectively.

The Pitfall of Unnecessary Discounts

John critiques the common practice of offering discounts indiscriminately. He posits, "If you're overloaded with calls, should you be waiving your trip charge because a customer gives you some pushback? No, there's absolutely no reason to" ([07:45]). The argument is that waiving fees during high-demand times can lead to lost revenue without any actual benefit, as the business is already operating at full capacity. Instead, maintaining standard pricing ensures that every service rendered contributes to profitability.

Case Study: Managing Seasonal Demand

Using a real-world example, John illustrates how his own business adapts pricing strategies in response to seasonal demand. He shares, "If we're giving discounts but we're not doing it for four days, I'm basically giving away money for zero sense of urgency" ([10:20]). During high-demand periods, such as a heatwave leading to increased AC service calls, his team refrains from offering dispatch fee discounts. This decision is based on the rationale that the high volume of calls justifies maintaining full service fees, thereby preserving profit margins and managing customer expectations regarding service availability.

Scarcity as a Pricing Lever

A central theme of the episode is leveraging scarcity to justify price increases. John advises, "That's how you use scarcity to raise your prices" ([14:00]). By capitalizing on limited availability, businesses can position their services as high-demand, thereby supporting higher pricing structures. This strategy not only enhances profitability but also reinforces the value proposition of the services offered.

Implementing Price Adjustments Strategically

Towards the end of the episode, John encourages listeners to take actionable steps in adjusting their pricing strategies. He asserts, "You should just go do it again now" ([18:45]), urging business owners to regularly evaluate and adjust their prices in response to market conditions and internal capacity. This proactive approach ensures that businesses remain competitive and maximize their revenue potential consistently.

Conclusion and Call to Action

In wrapping up the episode, John invites listeners to engage by sharing their experiences: "Comment below the last time you raised your prices and you should just go do it again now" ([19:30]). This interactive element not only fosters a community of shared learning but also reinforces the practical application of the discussed strategies.

Key Takeaways:

Assess Market Pricing: Regularly benchmark against competitors to ensure your pricing aligns with industry standards.
Implement Dynamic Pricing: Adjust prices up or down based on demand and capacity to maximize daily profits.
Avoid Unnecessary Discounts: Resist the urge to offer discounts during high-demand periods to protect revenue.
Leverage Scarcity: Use limited availability as a justification for higher pricing, enhancing perceived value.
Strategic Price Adjustments: Continuously evaluate and update pricing strategies to stay competitive and profitable.

Notable Quotes:

John Wilson: "Raising prices is one of the most powerful things that you can do to drive your business forward." ([00:00])
John Wilson: "If you're overloaded with calls, should you be waiving your trip charge because a customer gives you some pushback? No, there's absolutely no reason to." ([07:45])
John Wilson: "That's how you use scarcity to raise your prices." ([14:00])

Final Thoughts:

Double Your Profit Day #12 offers invaluable insights into effective pricing strategies for home service businesses. By advocating for confident price adjustments and dynamic pricing models, John Wilson equips listeners with the tools necessary to enhance profitability without sacrificing customer loyalty. This episode serves as a crucial guide for business owners aiming to optimize their revenue streams and sustain long-term growth in a competitive market.

For more information and to listen to this episode, visit www.ownedandoperated.com.

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Transcript1 lines

[00:00]
A
Welcome back to the double your profit series. Today we're talking about using scarcity to raise prices. Raising prices is one of the most powerful things that you can do to drive your business forward. Probably 50% of businesses are underpricing. I know I totally made that statistic up and it's probably even higher than that. If you call around to some of the competitors that you're dealing with, you are very likely pricing under market. If this guy over here is getting 30% more than you, that's not because he's ripping people off, it's because he's charging 30% more than you. And you should probably, probably just match his pricing. He's getting it from somewhere. You should just rise up and meet it. That is the fastest way to increase your profits. Literally just raise your price. I only have so much capacity every single day to take on new jobs. And pricing can be dynamic up and it can be dynamic down in order to maximize the day. Now, plenty of businesses use discounts to sell, but you can also use price raises to do the opposite. If you're overloaded with calls, should you be waiving your trip charge because a customer gives you some pushback? No, there's absolutely no reason to. You should be charging for every diagnostic charge you go on because you're booked out for two weeks. There is zero benefit to you losing that $90 per trip if you're completely empty. Let's talk about dropping that chip charge today. So raising your pricing and making your pricing dynamic is a powerful profit gaining tool that you can use every single day to maximize each day. Now, very specifically for us, the way that we tactically use this is our discounts go away and sometimes we charge slight increases when we are at very limited capacity. Right now is a great example. When I'm filming this, we are in our first hot streak and it is super hot out. It is really uncomfortable and we are drowning in no AC calls, which is awesome. But typically we're offering discounts on dispatch fees to continue to drive booked calls into our call center. We're happy to do it. We like the dynamic aspect that we get. But now we're driving full service fees on every single one. Now if we sell a system, we're not giving any discounts. Why would we? We are booked out for three days. That's a very full schedule. So if we're giving discounts but we're not doing it for four days, I'm basically giving away money for zero sense of urgency. That doesn't make any sense. If I'M giving away a discount. I want it to happen on my time for my reason. If I'm empty tomorrow, I'll give a discount to fill it. But if I'm full for three days, maybe you even charge a premium if they want it sooner. You only have so many crews and you only have so much capacity. So you have to make pric dynamics so that you can maximize every day whether it's up or down. So that's how you use scarcity to raise your prices. Comment below the last time you raised your prices and you should just go do it again now.