Selling the Price Increase

32Managing Price Increases

Let's go back to the pile of rocks at the bottom of that mountain. There you are. You've just delivered an inspiring message about why your team must get past their fears and endure the pain of carrying those rocks up the mountain:

Studies have indicated that when forest fires are spotted within the first 24 hours, there is a 90 percent higher probability of extinguishing them before they destroy homes and create an environmental disaster that kills and maims hundreds of vulnerable species.

The Forest Service and our local firefighters are counting on us to move these rocks to the top of this mountain. There we will build the foundation for a new and important fire tower.

This tower will play an integral role in helping to spot and extinguish fires faster than ever. Your important work will benefit all of our communities and your families. It will save lives and protect our fragile ecosystem.

Your powerful message connects. A few members of your team even clap and cheer. You can see by their body language that your people have made an emotional connection to the mission, embraced it, and are ready to go.

Then you give them their instructions, “OK folks, let's go! Take those rocks up the mountain and build that foundation!”

You watch with admiration as they enthusiastically begin picking up rocks and heading up the trail to the top of the mountain. Satisfied, you head back to your office to get some work done.

Big Hat, No Cattle

Several hours later ...