Price Increase Announcement

A price increase is a trust event, and most are botched by burying the number, over-justifying, or blindsiding support the day the emails land. This writes the version that respects the customer: the increase stated plainly and early, a reason that's true (usually more value delivered), a transition that softens the jump for loyal customers, and an internal brief so every rep can answer the angry reply.

What This Skill Produces

• The customer announcement — clear increase, honest reason, effective date, what's not changing
• Grandfathering / transition terms — how existing customers are handled (locked price window, phased, or notice period)
• The FAQ — the hard questions ("why now," "can I lock in," "I'll cancel") with real answers
• The internal brief — talking points and the discount/save guardrails so support and sales are aligned

Required Inputs

Ask for these if not provided:

• The change — old price → new price, which plans, and when it takes effect
• The real reason — new capabilities, cost pressure, repositioning (the honest one, not a spin)
• Customer segments — new vs existing, annual vs monthly, enterprise vs self-serve — terms differ
• The transition — are existing customers grandfathered, phased, or given notice? What's the policy?
• Guardrails — what reps can offer to save an account, and what they can't

Framework: A Price Increase That Holds

1. Lead with the number. Say the increase in the first lines; hiding it reads as shame and breeds distrust.
2. One true reason. Ideally "we've added X, Y, Z since you signed" — value earns a price. Don't over-justify.
3. Soften for loyalty. A price-lock window or phased ramp for existing customers turns a shock into a fair-notice.
4. Give a clear date and choice. When it hits, and what they can do (renew early, switch plan, contact us).
5. Arm the front line. Support/sales get the FAQ and save-rules before customers do — never after.

Output Format

Customer email

• Subject: clear, not evasive]
• Body: the increase → the reason (value) → effective date → what's unchanged → their options → thank-you

Transition terms

• Existing customers: grandfather window / phased / notice]. New customers: effective immediately].

FAQ

| Question | Answer | |---|---| | Why are prices going up? | … | | Can I lock in the current price? | … | | What if I want to cancel? | … |

Internal enablement brief

• Talking points · objection responses · save guardrails (what reps may/may not offer)

Quality Checks

• ] The new price and effective date are in the first few lines
• ] The reason is true and value-led, not padded with spin
• ] Existing-customer transition terms are explicit
• ] The FAQ answers the cancel/lock-in questions honestly
• ] The internal brief ships alongside (not after) the customer comms
• ] Save guardrails are defined so reps don't improvise discounts

Anti-Patterns

• Burying the number in paragraph four — the fastest way to lose trust.
• Over-justifying with a wall of reasons — one true reason beats five defensive ones.
• Blindsiding support — angry replies with no talking points is a self-inflicted wound.
• No transition for loyal customers — a flat overnight jump maximises churn.
• Spin as the reason ("to serve you better") when the truth is cost — customers can tell.

Example Trigger Phrases

• "Announce a price increase to our customers."
• "Write the pricing change email and FAQ."
• "We're raising prices 15% — help me communicate it without a churn spike."
• "Draft customer and internal comms for new pricing."