He thinks undercutting his competitors is a strategy.
It’s not. It’s a leak. And it’s drowning him while he smiles about being competitive.
Underpricing attracts the wrong customers. The ones who shop on price. The ones who argue about every line item. The ones who call you on Saturday morning to ask why the bill is what it is.
Those customers don’t make you bigger. They make you smaller. They tax your team. They lower your margins. They keep you from doing the work that matters.
Meanwhile your best customers, the ones who pay without complaint and refer their friends, are watching you compete with the bottom of the market. They’re starting to wonder if you’re who they thought you were.
Typical price raise where customer loss is only 2-3%, not 20%. (Caboodle Media client data)
Net income gain per year on $1M revenue when you raise 20% and lose 15%.
Net margin (up from 20%) when the price-shopper customers leave.
Derek raised his prices 20%. He kept the customers he wanted.
Derek runs the largest chimney service in his Mid-Atlantic region. More certifications than any competitor. Better trucks. Better techs. He was still pricing at or below market.
We raised his prices 20% on new customers. He lost a handful of price-shoppers. The ones who showed up Saturday mornings to argue about line items.
Then Derek did something nobody else in his industry was doing. He added a guarantee. If your chimney causes a house fire within 12 months of his inspection, he pays your insurance deductible.
He became the most trusted chimney operation in the region. His pipeline filled with the customers he actually wanted. His team stopped having Saturday-morning fights about line items.
Same business. Same market. Different price. Different customers. Different life.
Derek’s pricing math plus the Competitor Whirlpool framework are in Chapter 4.
Free · $1,288 value
The Pricing Leak Audit
A fillable PDF that runs the math on what a 10% and 20% price increase would do to your revenue, even after losing customers. Plus the script for raising prices without losing your best ones.
- The Pricing Math Model (10% and 20% scenarios) (value $497)
- The Competitor Whirlpool Diagnostic (value $297)
- The Five-Step Price Raise Protocol (value $297)
- The Bad-Client Release Script (verbatim) (value $197)
PDF in your inbox in 60 seconds. Math runs in 5 minutes. Price increase live in 30 days.
What's inside the audit
- The full math model: 200 customers at $5K, 20% margin, raised 20%, lost 15%. Result: $65,200 more net income per year
- The Competitor Whirlpool diagnostic that shows when you’re racing to the bottom
- The five-step protocol (raise on new customers first, release worst relationships, reframe the value, anchor before you quote, position mid-tier)
- The script for releasing a bad client politely (verbatim. Derek used it 6 times the first month)
- The guarantee framework Derek used to become the most trusted operator in his market
"If I raise my prices, I'll lose customers."
You will. Some.
Now ask the better question. Which customers?
Every difficult customer who ruined your day made their decision primarily on price. Losing them is a feature, not a bug. They cost you more than they paid you anyway.
Raise 20%, lose 15%. The 85% who stay pay more. Your margins improve because the difficult clients are gone. Your team relaxes. Your weekends come back.
The customers you lose were the ones telling you to stay underpriced.
What to do after the audit lands
Run the math on your own numbers.
The calculator shows you exactly what happens at 10%, 15%, and 20% price increases with realistic loss rates. Most owners are shocked.
Try Dash Dolphin free for 14 days.
When your prices go up, your responsiveness has to too. Form comes in, text hits your phone in seconds. Premium pricing requires premium experience. 60-day guarantee.
Book a free 15-minute leak call.
Walk through your numbers with us. We’ll show you the exact price increase that maximizes net income for your business.
Competitive pricing is the polite phrase. The honest one is underpricing.
Your customers aren’t comparing your number to a spreadsheet. They’re comparing it to the feeling you give them. Charge for the feeling. Run the audit first.