How to Handle Price Increases Without Losing Customers

Episode notes

Episode 47 of Sales Leadership with Fexingo dives into one of the trickiest moments in any sales career: when your company raises prices and you have to sell the new number to existing customers. Lucas and Luna unpack a specific case from a SaaS company called CloudLease, which raised its annual subscription by 18 percent in Q1 2026. Lucas walks through the three-phase communication strategy that kept churn below 5 percent — including the exact language reps used in the first call, how they framed the value increase, and when they offered grandfathering. Luna pushes back on whether the playbook works in commoditized markets, and Lucas shares data from a Forrester study showing that 68 percent of customers expect some price increase annually. They also discuss why the worst move is to surprise procurement with a renewal letter. The episode closes with a practical tip for reps: start planting the value narrative three months before the increase hits. No fluff, just the tactical playbook.