the perfect product that delivers ideal results for their campaigns, your service deserves a price that tells the story. Higher prices signal quality. They attract customers who care more about outcomes than bargains. And they boost buyers’ confidence they’re getting real ROI. Imagine this: Your client is a luxury hotel chain. Are they handing guests budget tote bags with their logo slapped on? No way. They want premium leather duffels or beautifully embroidered robes, and they expect to pay for that distinction. 2 Premium buyers want premium solutions. The decision-makers who matter most aren’t bargain hunting. They’re value hunting. And slashing prices just to win the deal can backfire fast, raising red flags. Why is it so cheap, a buyer may wonder. This can knock you out of consideration for high-end projects where price signals capability. For instance: Let’s say you’re offering certified organic, sustainably made apparel. Sustainability-conscious brands will expect to pay more, and they’ll appreciate that the premium price backs up the premium product. 3 Higher prices equal healthier margins. Margins matter. Selling at a premium gives you the breathing room to invest in better service, better products – better everything. It means you don’t have to run yourself ragged chasing volume. Think about the distributor who curates custom gift kits for tech firms. Charging for premium packaging, custom kitting and white-glove fulfillment isn’t greedy – it’s business-savvy. It covers the extra labor and thought that sets their service apart. 4 Specials and discounts often hurt more than they help. Chasing sales by dropping prices is a race you don’t want to win. You train customers to expect deals and discounts, and that’s a hard habit to break. Premium pricing, on the other hand, keeps the focus on results, transformation and impact. If you’re a supplier sourcing limited-edition drinkware with a fantastic give-back story, price discounts only cheapen the product’s message. Stick to your guns, because exclusivity has value. 5 Premium pricing positions you as a market leader. Confidence is contagious. Charging what you’re worth tells your customers and your team that you believe in what you’re doing. It carves you out from the discount crowd. Picture this: You’re pitching branded merchandise to a luxury automotive client. Think finely crafted travel gear or state-of-the-art wireless tech accessories. Premium products at premium prices. If you try to compete on cost, you’ve already lost. What they want – and what you’re offering – is excellence. The truth is, in challenging times, raising prices isn’t just a defense move. It’s an offensive strategy. It ensures you can keep delivering the quality and service your customers depend on. It means you can keep investing in innovation and in your people. And when done transparently and with care, it builds trust rather than resentment. There will be a few clients who don’t like it, of course. I’m not saying it’s easy. It’s not. But easy doesn’t build strong businesses. Smart decisions do. So don’t apologize for raising your prices. Own it. Explain the value. Stand tall. The clients who matter will understand, and they’ll stick with you. Schwartz is manager of supplier and business services sales at PPAI. Hesitation is normal. Fear is normal. And raising your prices anyway – when it’s the right thing for your business – is called leadership. PPAI • JULY 2025 • 25 Your Business | Voices
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