How do I explain price increases to my customers without scaring them away?

Price increases often have complex backgrounds. The article summarizes which reasons can best be communicated to customers in order to be met with understanding for the rising prices. On the one hand, it is relevant to emphasize the personal benefits for customers, as they are more willing to pay more if a revised product is offered. On the other hand, sustainability is often overestimated as an argument. Customers are often only willing to pay more for sustainability to a limited extent, but are more likely to accept it if sustainability benefits are combined with product benefits. Last but not least, it is recommended that prices should not be determined by algorithms alone, as these do not have a good sense of mediocrity and fair price perception, which could lead to price exaggerations.

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