Raise Those Prices!

The following was written by my dear friend, colleague, and brother from another mother (BFAM) Fahim Mojawalla. It was published on June 25, 2026 on the AYM High Consultants blog and is slated to be published in MBC Today Volume 28 Issue 4 in July.

Why we keep telling our clients to raise their prices...

...and why their profits almost always soar when they do.

One of the most expensive mistakes a business owner can make is assuming that guests and clients think the same way they do.

We see it every day. A store owner says, "I would never pay that much for a mailbox." "I wouldn't spend that on business cards." "Nobody will pay that much for packing services." "That's too much for a banner."

But here's the question: Are you your guest or client?

"The only thing worse than selling a $1,000 product to a $100 buyer is selling a $100 product to a $1,000 buyer." -Alex Hormozi 

In the first scenario, you lose a little money. In the second, you leave a fortune on the table.

The Mechanic's Problem

Imagine asking a mechanic to change your oil. The mechanic shrugs and says, "It's easy."

Of course it's easy. They've done it thousands of times.

But for most people, changing oil means buying supplies, making a mess in the driveway, disposing of used oil properly, and spending a Saturday afternoon doing something they'd rather avoid.

The value isn't in the task. The value is in removing the inconvenience.

The same principle applies to every service we offer in our industry.

Guests aren't paying for ink. They're paying for professional marketing materials that help them grow their business.

They're not paying for a mailbox. They're paying for privacy, professionalism, security, and convenience.

They're not paying for packing. They're paying for peace of mind.

Price Is a Signal

One of the most surprising lessons we've learned coaching store owners is that raising prices often improves close rates.

That sounds backwards. Yet we've seen it happen repeatedly.

Why?

Because price communicates value.

When something is priced too low, customers often assume it's lower quality.

When something is priced appropriately, customers believe it will deliver the results they need.

Think about the last time you bought something important. Did you automatically choose the cheapest option? Probably not.

Most clients don't either.

They want confidence.

They want reliability.

They want expertise.

And they expect to pay for it.

The Mailbox Pricing Mistake

For years, many mailbox operators have treated mailbox rentals as a commodity. They compare themselves to competitors and race toward the bottom.

Meanwhile, clients who truly value privacy, package acceptance, business credibility, and professional mail handling would gladly pay more.

At AYM High, we've encouraged clients across the country to raise mailbox prices.

Not recklessly.

Not without improving value.

But appropriately.

The result?

Higher profits.

Better clients.

Greater appreciation for the service being delivered.

And in many cases, almost no meaningful drop in occupancy.

Why?

Because client who understand the value of a professional mailbox aren't shopping for the cheapest mailbox.

They're shopping for the best solution.

The Printing Opportunity Most Stores Miss

Printing is another area where owners routinely undercharge.

A guest needs brochures for a trade show. Business cards for a networking event. A banner for a grand opening. Marketing materials for a new product launch.

The store owner sees paper and toner.

The guest sees opportunity.

The guest sees growth.

The guest sees revenue.

The guest sees a chance to make a great first impression.

When you understand that, pricing changes.

You're no longer selling paper.

You're selling outcomes.

Stop Building Your Business Around the Cheapest Guests

One of the biggest reasons businesses struggle is that they spend most of their time trying to satisfy guests who complain the most and spend the least.

The guests who constantly negotiate.

The guests who demand discounts.

The guests who compare every penny.

Those guests are often the hardest to serve and the least profitable.

Meanwhile, there are other guests and clients who value expertise, convenience, trust, speed, and professionalism. Those guests are often delighted to pay more when they receive exceptional service.

The goal is not to serve fewer people.

The goal is to serve the right people better.

What We've Seen Firsthand

Over the years, AYM High has advised store owners to increase pricing on:

- Mailboxes

- Printing services

- Packing services

- Freight

- Graphic design

- Notary services

- Specialty business services

- Value-added offerings

And time after time, when owners have followed the process, their profits have increased.

Sometimes dramatically.

Not because guests and clients suddenly became richer. But because owners finally started charging what their services were actually worth.

Your Clients and Guests Are Buying Confidence

People don't walk into your store looking for paper, boxes, tape, or a mailbox.

They're looking for solutions.

They're looking for expertise.

They're looking for confidence.

They're looking for experience.

And confidence has value.

The next time you hesitate to raise your prices, ask yourself, "Am I pricing based on what I would pay?"

Or

"Am I pricing based on the value I create for the customer?"

Those are two very different numbers.

The stores that understand that difference are the ones that consistently build stronger profits, stronger teams, and stronger futures.

At AYM High, we've seen it happen again and again.

And that's exactly why we keep encouraging our clients to charge more.

...

Fahim Mojawalla is a Business & Leadership Coach and the AYM High Lead at AYM High Consultants. He loves what he does and would love to show you how to make 21st century sales and marketing easy, simply by being authentic, appreciative, respectful, responsive, empathetic, collaborative, and all-around awesome. Along with his wife Seema, he is an effervescent co-owner of Island Ship Center, the Spa of Shipping.

Are You "Nose Blind" to Your Business?

The following article was written by a dear friend and mentor of all of mine, Crysta Reeves. It was originally published in MBC Today Volume 28 Issue 3 in June of 2026 and is shared here with permission.

We’ve all seen those commercials—the ones where someone walks into a home and is immediately hit with an unpleasant smell, while the homeowner stands there completely unaware. The tagline usually lands the same way: you’ve gone nose blind.

It’s funny because it’s true.

And it got me thinking about my own store.

Customers regularly walk in and say, “Wow, it smells amazing in here.” They linger, they smile, they comment on it as if it’s something special. Meanwhile, I’m standing behind the counter thinking…What smell? I don’t notice it at all anymore. After spending hours—days—years in the same space, I’ve become completely desensitized.

I’m nose blind.

But here’s the uncomfortable truth: that same phenomenon doesn’t just apply to pleasant things like a well-scented retail space. As owners, we can also become nose blind to the things that aren’t working.

And those are the smells that matter most.

No one opens their store intending to overlook problems. But over time, small issues become familiar, and familiar becomes invisible.

• The outdated signage you’ve never updated

• The clunky hardware and outdated technology that frustrates both staff and customers

• The slightly worn counters, scuffed floors, or dim lighting

• The “that’s just how we do it” customer service habits

Individually, they may seem minor. Collectively, they shape the customer experience.

The problem? You don’t see them anymore.

Just like that homeowner in the commercial, you’ve adapted.

Your Customers Still Smell It

Here’s the key difference: your customers are walking in fresh every single time.

They notice everything.

They feel friction where you feel routine. They see missed opportunities where you see normal operations. And while they may not always say it out loud, it influences how long they stay, how much they spend, and whether they come back.

In other words, what you’ve gone nose blind to… they haven’t.

For me, it started with that simple compliment about how the store smelled. It made me realize something important:

If I can become blind to something positive, I can absolutely become blind to something negative.

That realization forced me to step back and look at my business differently—not as the owner who lives in it every day, but as a first-time customer walking through the door.

And what I saw surprised me.

There were small inefficiencies I had accepted. Little cosmetic details I had stopped noticing. Processes that worked—but not as well as they could.

Nothing catastrophic. But enough to hold the business back from being exceptional.

So how do you fix something you can’t see?

You have to actively break your own familiarity.

Here are a few ways to do it:

1. Walk into your store like a stranger

Literally. Step outside, walk in, and experience your business from the front door to the checkout. What stands out? What feels off?

2. Ask for honest feedback

Not just from loyal customers who love you—but from new customers, employees, or even other business owners. Fresh eyes are invaluable.

3. Audit the details

Look at your store in layers:

• Cosmetic: Cleanliness, lighting, signage, layout

• Technology: Speed, reliability, ease of use, is it up to date

• Customer experience: Greeting, communication, problem-solving

4. Challenge “that’s just how we do it”

This phrase is often the strongest indicator that you’ve gone nose blind. It doesn’t mean that because you do it that way you need to keep doing it that way. Be open to change.

Here’s the encouraging part: most of these issues are fixable.

Unlike major strategic overhauls, the “nose blind” problems are often small, incremental improvements. But when you address them, the impact compounds quickly.

A cleaner space. A smoother transaction. A more intentional customer interaction.

Individually small. Together, transformative.

Your business has a “smell.” Not literally—but experientially. It’s what customers sense the moment they walk in.

The question is: are you aware of it?

Or have you been breathing it in so long that you no longer notice?

Because whether it’s amazing…or in need of attention…your customers can still smell it.

...

Crysta Reeves is the proud owner of three shipping stores located in Northern Minnesota communities, as well as AMBC Advisor to the Board and past Board Chair. She also operates NorthlandCheerheads.com, expanding her businesses into the printing market and supporting her three kids’ school activities in a fun way.