Navigating Change: Best Practices for Communicating Price Increases and Value Changes
The following is an excerpt from our book, Pricing for Associations, available now on Amazon.
Change is inevitable, and when it comes to communicating price increases and value adjustments, associations need a strategic approach that maintains trust and ensures members understand the rationale behind these shifts. This article delves into best practices for effectively communicating price increases and value changes.
1. Transparency is Key: Open and transparent communication is the cornerstone of successfully navigating price increases. Clearly articulate the reasons behind the change, whether it's to enhance services, introduce new features, or ensure long-term sustainability.
2. Advance Notice: Provide ample notice before implementing any changes. Members appreciate being informed well in advance, allowing them to adjust their budgets and expectations accordingly.
3. Emphasize Value: In every communication, emphasize the value proposition. Clearly articulate how the price increase correlates with improved or additional benefits for the members. Reinforce the notion that these adjustments are aimed at enhancing the overall member experience.
4. Use Member-Centric Language: Craft your messages using language that resonates with your members. Focus on the positive aspects of the changes and how they directly benefit the members, aligning with their needs and expectations.
5. Leverage Multiple Communication Channels: Don't rely on a single channel to communicate changes. Utilize a mix of channels such as email, newsletters, social media, and even webinars to reach a broader audience and ensure that the message is received.
6. Create FAQs: Anticipate questions and concerns by creating a comprehensive Frequently Asked Questions (FAQs) section. Address common queries regarding the price increase and value changes to proactively manage member expectations.
7. Highlight Success Stories: If applicable, share success stories or testimonials from members who have benefited from similar changes in the past. Real-life examples can demonstrate the positive impact of the adjustments.
8. Offer Member Support: Provide avenues for members to seek clarification or express concerns. This could include dedicated email addresses, forums, or even live Q&A sessions. Showing responsiveness fosters a sense of member-centricity.
9. Gradual Implementation: If possible, consider a phased implementation of the changes. This can soften the immediate impact on members and allow them to adjust gradually.
10. Seek Feedback: Encourage members to share their thoughts on the changes. Constructive feedback can provide valuable insights and may even lead to adjustments that better align with member needs.
11. Engage Leadership: Have association leadership play a visible role in communicating the changes. This demonstrates a united front and reinforces that the decision is strategic and supported at the highest levels.
12. Emphasize Continued Value: Assure members that the association remains committed to delivering exceptional value. Reinforce that the adjustments are part of a broader strategy to ensure sustained excellence in service and offerings.
Effectively communicating price increases and value changes is not just about conveying information; it's about maintaining trust and ensuring members feel valued. By employing these best practices, associations can navigate changes with transparency, empathy, and a member-centric approach, fostering a positive and constructive environment during times of transition.
The following is an example of a price increase letter we wrote for a local bar association:
Subject: Your Enhanced Membership Is Here!
Hello NAME,
We listened to you, our members, over this past year.
Effective January 1, 2023, the price of each membership will be going up by 5% (see graphic below).
You told us you needed CLE's to be included in your membership rate, and we've mapped the plan to include it with this minimal increase.
The best part? You'll be saving your firm (or yourself!) way more by it being included in this increase. After all, our mission is to serve you as a legal professional. We're glad to be making this change for you.
If you have any questions, please e-mail membership@clemetrobar.org. You can also see a lineup of the CLE's you'll be eligble for in 2023 at URL.
Thank you for working with us to support legal professionals in the Greater Cleveland area.
SIGNATURE
