Smart Messaging for Tough Markets: How to Explain Price Increases Caused By Forces Beyond Your Control
Price increases are never easy — especially when driven by circumstances beyond your control like tariffs, inflation or supply chain issues. But with the right strategy, marketers can turn tough conversations into trust-building moments. Explore our guide on how to effectively communicate price increases, what to do when costs go down and how to use feedback to strengthen your brand.
You hit send on the customer email announcing your upcoming price increase. Within minutes, your inbox fills with replies:
“Why are your prices going up?”
“This feels unfair. Can you justify it?”
We’re going to have to look at other options.”
Sound familiar?
Tariffs, inflation and global supply chain disruptions are putting intense cost pressures on businesses across sectors. Whether you’re selling raw materials or finished goods, increases are often beyond your control. And yet, it’s your marketing team that has to communicate them while justifying the change, easing tensions and preserving trust.
This isn’t theoretical. It’s happening now across inboxes, sales calls, service chats and social feeds. Customers rarely see upstream market forces. What they do see is the final number. And if the messaging around it is unclear or inconsistent, they start questioning everything.
That’s why the message behind the margin matters.
Here are some of my favorite strategies to help manage price increases tied to outside factors. Plus, tips for B2B brands and what to say when costs eventually come back down.
Lead With Transparent Communication
When price hikes are driven by external forces like tariffs or inflation, transparency is your best friend. It turns bad news into a shared understanding.
Whether B2C or B2B, customers respond better when they know why a price is going up. According to a recent study, 46% of consumers say trust is the number one reason they’re willing to pay more for a brand (Salsify).
Start by getting ahead of the change. Communicate early and clearly across channels — email, website banners, social posts and support scripts. Use human, relatable language. Instead of vague references to market conditions, say: “Due to increases in material and shipping costs driven by global tariffs, we’ve made the difficult decision to adjust our pricing. This ensures we can continue delivering the quality and service you expect.”
Add a personal touch when you can. A note from leadership or a blog post can go a long way. And don’t treat transparency like a one-time announcement. Keep the conversation going with FAQ pages, social posts and customer surveys.
46%
of consumers say trust is the number one reason they’re willing to pay more for a brand
Salsify
Reframe Around Value, Not Just Cost
When customers ask, “Why are you charging more?” what they’re really asking is, “Is this still worth it?”
Your job is to confidently show that the answer is yes.
Shift the conversation from cost to value. Highlight what your product or service enables — whether it’s time savings, reliability, durability, access to expertise, or alignment with values like sustainability or ethical sourcing.
Back it up with proof. Use testimonials, case studies or simple cost-per-use comparisons to show why you’re still the smart choice.
Tailor your value messaging to buyer motivations:
- Budget-conscious buyers need to hear “more for your money.”
- Premium buyers want quality and performance.
- Mission-driven buyers care about ethics and impact.
And remember — don’t apologize for the price increase. Acknowledge it, own it and then show why your offering is still worth the investment.
Equip Frontline Teams with Empathy
Your frontline teams are on the receiving end of price-related frustrations. Make sure they’re ready with:
- Talking points explaining why prices are going up
- Scripts that show empathy and validate customer concerns
- A “goodwill toolkit” with options like free shipping, extended support or loyalty discounts
Studies show, 73% of consumers say they would switch brands after just one bad support experience (TCN). But 68% of customers will spend more money with a brand that understands them and treats them like an individual (Khoros).
Don’t forget to support your team, too. Price changes bring stress, especially when customers are upset. Make sure your employees are equipped, informed and recognized for their contributions.
Tailor Pricing Strategies to Audience Segments
Not every customer will react the same way to price increases. Some expect and accept it. Others need reassurance. Personalizing your message and approach makes a big difference.
Use your CRM to group customers by behaviors, value or loyalty level. Then adjust your pricing or communication accordingly. For example:
- Loyal, longtime customers: Acknowledge their loyalty. Offer a phased-in increase or special loyalty perks.
- Price-sensitive customers: Focus on long-term savings, new bundle options or lower-tier alternatives.
- Premium, Value-Driven Customers: Frame the increase as an investment in even better service, quality or innovation.
- Mission-Driven Customers: Tie the increase to ongoing commitments like sustainability or ethical sourcing.
- New or Occasional Customers: Build trust. Emphasize guarantees, strong customer support and proven results.
90% of consumers say they’re willing to share their behavioral data if it leads to better pricing or personalized offers (Smarter HQ). Don’t waste that opportunity; use it to make price changes feel considered, not arbitrary.
And in B2B? The same logic applies. Segment by contract size, renewal history or procurement persona. A purchasing director wants data. A small business owner wants empathy.
90%
of consumers say they’re willing to share their behavioral data if it leads to better pricing or personalized offers
Smarter HQ
Listen, Measure and Adapt
Once the increase goes live, your job isn’t over. Monitor how it lands with both numbers and nuance.
You and your team should track:
- Support tickets or complaint volume
- Social sentiment and mentions
- Cart abandonment and reorder rates
- Survey responses and NPS scores
Then act on what you learn. Tweak your messaging. Offer new incentives. Reconnect with customers who might have dropped off.
And most importantly, close the loop. Tell customers what you heard and what you’re doing about it. Studies show, 52% of consumers believe brands should take action based on feedback (Customer Thermometer). This shows you’re listening, not just broadcasting.
BONUS: Business-to-Business Pricing Considerations
In B2B, pricing changes carry even more weight. Longer sales cycles, multiple stakeholders and formal contracts mean you have to be extra clear and proactive.
- Equip your sales team with pricing rationale and case studies
- Provide documentation on cost breakdowns or tariff impact to share with procurement teams
- Schedule direct conversations for top-tier clients—don’t rely solely on email
- Offer renegotiation or value-add adjustments if pushback is strong
Decision-makers need facts, not just reassurance. They need proof that the increase is fair, that alternatives aren’t necessarily cheaper and that the ROI still holds. Help your team have those conversations with confidence.
And When Costs Go Back Down?
Price increases get a lot of attention, but price reductions are rarely communicated with the same energy. And that’s a missed opportunity.
If input costs drop and you’re able to pass some savings on, make it known. Proactively communicating price rollbacks or cost offsets reinforces trust and positions your brand as fair and customer-first.
At the same time, if it’s widely known that input costs have decreased but you don’t lower prices, it’s important to explain why (like reinvestment into quality, product innovation or sustainability commitments). Example: “While material costs have recently decreased, we’ve chosen to reinvest those savings into faster shipping and expanded support. It’s part of our commitment to making your experience even better.”
The goal is to show you’re not taking advantage of customers — you’re in a relationship with them. And relationships thrive on accountability.
Turn Pricing Pressure into a Brand-Building Moment
You can’t control tariffs or inflation. But you can control how you communicate with your customers.
Handled with empathy, honesty and clarity, a price increase can build trust instead of breaking it. It can reaffirm your value, empower your teams and even set you apart from competitors that go silent when the pressure is on.
At Responsory, we help marketing teams like yours lead through pricing transitions with confidence. Whether you need help fine-tuning your messaging, segmenting your audiences or creating a full rollout strategy, we’re here to guide the way. Contact us to explore strategic positioning and messaging tactics that will help your business navigate price increases — and come out stronger on the other side.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
