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.
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