By: Dr. Connor Robertson

When a new business owner steps in, they often inherit more than just systems and staff; they also inherit a pricing model that hasn’t been updated in years. Sometimes decades. And that’s a potential challenge. Dr. Connor Robertson has observed it repeatedly: businesses charging the same prices they did five or ten years ago, even as costs rise, competition shifts, and perceived value evolves. The result? Stagnant margins, overworked teams, and growth that can feel slow or difficult. But with the right approach, pricing can shift from being a challenge to a lever for growth, instead of a liability. Dr. Connor Robertson specializes in helping business owners rework their pricing models after acquisition, not by guessing or dramatically increasing prices, but by aligning price more closely with perceived and delivered value.

Why Many Business Owners Hesitate to Raise Prices

Dr. Connor Robertson understands the hesitation. When he takes over a business, he often hears:

“Our customers are price-sensitive.”

“If we raise rates, we’ll lose customer loyalty.”

“The previous owner said this market won’t support higher pricing.”

But these concerns are often based on assumptions, not solid data. In his experience, resistance to price increases tends to stem from misalignment rather than the price itself. “If your offer feels generic,” he says, “any increase can seem arbitrary. But if your offer is perceived as more premium, well-thought-out, and communicated clearly, customers may be more willing to accept price adjustments.”

The Value-Based Pricing Philosophy

Rather than applying flat percentage increases, Dr. Connor Robertson structures price adjustments based on differentiation in value. He asks:

• Who benefits most from our services?
• What outcome matters most to them?
• What is that outcome worth to them?
• How can we package it in a way that is clear and compelling?

He’s not focused on simply raising prices; he’s focused on reframing the offer so that the customer can understand and see why the new price is reasonable.

In every case, he focuses on value creation, rather than just revenue maximization.

The 5-Step Price Optimization Process

Here’s how Dr. Connor Robertson typically applies value-based pricing in newly acquired businesses:

1. Audit Current Pricing Structures

He starts by evaluating:

• Current service prices
• Gross margins by service line
• Competitor pricing in the local market
• Customer segmentation (who pays what and how often)

He also assesses:

• How discounts are applied
• Whether pricing is consistent across staff or sales channels
• How prices are communicated (verbally, digitally, or on paper)

This audit helps identify areas where there may be missed opportunities or inconsistencies that could be undermining trust.

2. Identify Pricing Power Zones

Next, he identifies areas where the business has potential leverage:

• High retention services (e.g., cleaning, dental hygiene, subscriptions)
• Inelastic needs (e.g., urgent repairs, compliance services)
• Underserved clients who may be open to paying a bit more for better service or speed
• Premium buyers who value additional support or exclusive access

These areas often represent early opportunities for price adjustments, sometimes paired with subtle enhancements to the service (e.g., “priority scheduling” or “extended warranty”).

3. Redesign Offers Around Value

Price increases are often introduced as part of an enhanced offer. Dr. Connor Robertson coaches his teams to frame price adjustments in ways that reflect added value:

• “We’ve added new features to improve your experience.”
• “This plan now includes annual maintenance and priority support.”
• “We’ve adjusted pricing to reflect rising operational costs, but we’re also offering more value to continue earning your trust.”

Rather than being sneaky or hidden, pricing changes become a transparent and intentional part of the brand’s growth strategy.

4. Communicate Transparently and Confidently

Price increases often fail when they are hidden or communicated apologetically. Dr. Connor Robertson advises business owners to:

• Send proactive emails or letters explaining the changes and why they are being made
• Frame the update as an investment in better service
• Equip front-line staff with scripts to address customer questions
• Offer grandfathered pricing for long-term loyal customers if needed

The key is clarity, not secrecy. Customers don’t typically leave because of price increases—they leave because they were left in the dark.

5. Test and Track Impact

Dr. Connor Robertson typically rolls out new pricing in phases:

• Test in one location or zip code
• Track conversion rates, churn, referrals, and customer feedback
• Compare high-ticket buyers before and after the change
• Interview customers who seem hesitant or cancel to better understand their concerns

This data-driven feedback loop helps ensure that pricing evolves based on real-world performance rather than internal assumptions.

Real Results from Value-Based Price Increases

In several acquisitions, Dr. Connor Robertson has helped businesses improve revenue with minimal customer loss:

• A residential cleaning company adjusted prices by 22% after introducing 24-hour customer support, and saw improvements in customer retention.
• A pediatric dental office implemented a $15/month membership, which included two cleanings, text reminders, and a 10% discount. This led to a notable increase in conversion rates over the next 90 days.
• An HVAC business introduced a “Good / Better / Best” pricing model with clear comparisons. As a result, the average ticket size increased from $1,400 to $2,100.

What made these changes successful wasn’t just the price; it was the perceived value and confidence in delivery.

Mistakes to Avoid When Raising Prices

Dr. Connor Robertson cautions against common pitfalls:

• Silent price increases that customers discover only on their invoices
• Pricing inconsistencies across staff members who aren’t properly trained or aligned
• Raising prices without adding value to the offer
• Lack of contingency plans when major clients push back

Pricing changes should always be part of a larger strategic plan, not just a financial decision made in a vacuum.

What Pricing Power Really Means

For Dr. Connor Robertson, pricing power isn’t about exploiting customers; it’s about aligning prices with the value delivered and having the confidence to say: “This is the price that reflects the value we offer.”

When pricing is approached strategically:

• Margins improve
• Teams perform better (because they’re not rushed or underpaid)
• Customers understand the reasoning behind price adjustments
• The business grows sustainably

And when it’s time to exit, buyers tend to value companies with strong, rational pricing models and clear value segmentation at higher multiples.

Final Thought: Don’t Charge What It Costs, Charge What It’s Worth

Dr. Connor Robertson doesn’t believe in competing on price alone. His portfolio grows because he builds brands that stand behind their value and back it up with systems, service, and strategy.

If you’ve acquired a business and are hesitant to raise prices, ask yourself: Have I earned the right to charge more? If the answer is yes, don’t wait. Reposition, reframe, and roll out the change with confidence. Smart pricing isn’t just about more revenue—it’s about building a sustainable business that can reward its team and lead its market.

To learn more about how Dr. Connor Robertson uses value-based pricing to increase profitability and customer loyalty, visit www.drconnorrobertson.com.

Disclaimer: The information provided in this article is for general informational purposes only. While the strategies and insights discussed are based on Dr. Connor Robertson’s professional experience, results may vary depending on individual circumstances. The examples mentioned reflect past scenarios and may not be applicable to every business or situation. Pricing decisions should always be made based on a comprehensive analysis of your unique business context, market conditions, and customer base. We recommend consulting with a professional advisor before making significant changes to your pricing model.