More on Overcoming Pricing Concerns

Q: I’ve been in the business for almost 5 years and have not increased my shoeing or trimming prices. I am now going to increase them, but am trying to find out what others are charging and what other shoers think about mailing a letter to clients regarding the increase. I’m not sure how to go about addressing the issue with my clients.

—Damon Gazelle

A: When implementing price changes, there are several ways of informing your customers. One way would be to send a letter to all your customers concerning the price changes and possible reasons (such as cost increases for gasoline, life and liability insurance, medical, retirement plan, steel increases, etc.).

Some farriers also call their customers and inform them of the price changes. However, I do not recommend this method, as it can lead to possible problems.

If you want to avoid envelope and stamp costs, print out your letter and hand deliver it to all your customers at their next appointment to inform them that the new pricing will go into effect at your next visit.

The first method avoids face-to-face contact concerning the price change and the second method doesn’t. The one that you select will depend on your comfort level. I’ve used both methods and prefer the face-to-face arrangement as I can better read the customer and address any concerns they may have while I’m shoeing in their barn.

This method also educates the customers as to what all goes into the price of…

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