20/10/2026
Many owners avoid raising prices because they fear losing customers. There is a simple calculation that shows how many you can actually afford to lose.
Volume you can lose = price increase ÷ (gross margin + price increase)
Take a business with a 40% gross margin that raises prices by 5%:
5 ÷ (40 + 5) = 11.1%
That business can lose 11% of its sales volume and still earn the same gross profit. Lose less than that and it is better off, with less work and less stock to carry.
The thinner the margin, the more a price increase is worth. At a 25% gross margin, the same 5% increase allows a 16.7% drop in volume before the business is worse off.
This assumes your direct cost per unit stays the same, so use your own figures. But it turns "we cannot raise prices" into a number you can test.
Want this calculated on your own pricing? Email [email protected] to set up an appointment.