E-280 Pool Nation Podcast How to Raise Pool Service Prices Without Losing Customers | Pool Nation Podcast

Picture this: It's the end of another challenging year in the pool service industry, your costs have steadily climbed, but your service prices remain frozen in time. Sound familiar? If you're nodding along, you're not alone. Raising prices might be one of the most anxiety-inducing aspects of running a pool service business, but it's also one of the most critical for long-term survival and success.

In the final episode of their winter business series, the Pool Nation Podcast team dives deep into the art and science of price increases, offering battle-tested strategies from industry veterans who've navigated these waters successfully. Whether you're a solo operator or managing a growing team, understanding how to confidently adjust your pricing while maintaining customer relationships is essential for business sustainability.

Why Raising Prices Feels So Uncomfortable

Let's address the elephant in the room: price increases feel scary. Really scary. But understanding why can help you push through the discomfort and make necessary business decisions.

I think the first thing is, is that there is a big fear in most everyone that I talked to and, you know, personally, that you're going to lose a lot of your accounts. And you've worked really hard to build that up and build up that route. And now you're at this point where you want to do this thing, you need to do this thing. But there's that uncertainty of like, if I do this, am I going to lose 50% of my business?

— Zach Nicholas, Pool Nation Podcast

This fear runs deeper than simple business concerns. Many pool service professionals develop genuine relationships with their customers. You're in their backyards weekly, you know their families, you might even get invited to barbecues. This personal connection can make price increases feel like a betrayal of trust rather than a necessary business decision.

The reality is that customers understand businesses need to evolve and adapt to changing costs. Every other service they use – from Netflix subscriptions to electricity bills – increases regularly. Pool service shouldn't be the exception.

Shifting Your Mindset: Price Increases Aren't Personal

The most crucial step in successfully raising prices is reframing your perspective. Price increases aren't about greed or taking advantage of relationships – they're about business survival and maintaining service quality.

And that's that mindset shift that we want people to understand today is like you're saying, Zach, like raising prices. It's not a betrayal. Even if you're friends, it's not a betrayal. You're not being greedy. You're not just doing it just to get more money out of the people. And you really you're not being unreasonable at the end of the day. It's really you making sure that your business can survive

— Edgar De Jesus, Pool Nation Podcast

Consider this: if you don't raise prices to match your increasing costs, you'll be forced to take on more accounts to maintain the same income. More accounts mean less time per pool, which inevitably leads to declining service quality. Your customers would rather pay a fair price for excellent service than receive subpar service at yesterday's rates.

Think about successful businesses in other industries. They regularly adjust pricing to reflect market conditions, increased costs, and improved services. Your pool service business deserves the same strategic approach.

There's Never a Perfect Time (And That's Okay)

One of the biggest obstacles pool service professionals face is waiting for the "right" moment to implement price increases. The truth is, there's no perfect time, and waiting for ideal conditions is just another form of procrastination.

You might think you should wait for the slow season, or until customers are particularly happy, or when business feels stable. But here's the reality: there will always be something that makes timing feel less than perfect. Costs don't wait for convenient moments to increase, and neither should your response to them.

And the truth is nobody likes to hear it, but there is no perfect time. It's almost like vacation, right? Zach, you do this all the time. You're like, I'm going to go on vacation, but man, I just wish I could get this done or I can get that. It's not the perfect time. And it's like, there is no perfect time, right?

— Edgar De Jesus, Pool Nation Podcast

The best time to raise prices is when your analysis shows it's necessary for business health. Don't let the pursuit of perfect timing prevent you from making essential business decisions.

Strategic Communication: How to Present Price Increases

The key to successful price increases lies not just in the decision to implement them, but in how you communicate the changes to your customers. Transparency, advance notice, and clear value communication are essential elements.

Start by giving customers adequate notice – ideally 30 to 60 days before the increase takes effect. This shows respect for their budgeting process and demonstrates professionalism. In your communication, be honest about the reasons for the increase without over-explaining or apologizing excessively.

Focus your message on the value you provide and your commitment to maintaining high service standards. Mention specific improvements or additional services you've implemented, and emphasize your dedication to their pool's health and their satisfaction.

Consider offering different service tiers or package options that might soften the impact. Some customers might prefer to maintain their current investment by accepting a slightly reduced service level, while others will gladly pay more for premium service.

Learning from Success Stories

The Pool Nation Podcast hosts didn't arrive at their price increase expertise overnight. Their journey includes the same fears and uncertainties that many pool service professionals face today. However, their long-term success demonstrates the importance of making tough business decisions.

Take Zach's story as an example. Starting 16 years ago with just two people doing warranty work, wearing "camel pants with sleeveless tank tops," his business has evolved into a sophisticated operation with multiple trucks, route managers, office personnel, and a 5,000 square foot facility. This growth didn't happen by keeping prices artificially low – it happened by making strategic business decisions, including appropriate price adjustments over time.

This transformation illustrates an important point: successful businesses evolve continuously. Part of that evolution includes regular price evaluations and adjustments based on market conditions, cost changes, and service improvements.

Practical Implementation Strategies

When you're ready to implement price increases, consider these practical approaches:

• Gradual Implementation: Rather than implementing large increases all at once, consider smaller, more frequent adjustments that are easier for customers to absorb.
• Value-Added Messaging: Tie price increases to specific service improvements or additional value you're providing.
• Customer Segmentation: Consider different approaches for different customer segments based on their service history, payment reliability, and relationship length.
• Clear Timeline: Provide specific dates for when increases will take effect and stick to them.
• Multiple Communication Channels: Use email, text, and in-person conversations to ensure customers receive and understand the message.

Remember that some customer loss is normal and often beneficial. Customers who leave solely due to reasonable price increases may not have been ideal long-term clients anyway. Focus on retaining customers who value quality service and are willing to pay fair market rates.

Building Confidence for Future Success

Successfully implementing your first round of strategic price increases builds confidence for future business decisions. It demonstrates that you can make tough choices, communicate effectively with customers, and maintain business relationships even during challenging conversations.

This confidence extends beyond pricing decisions. It affects how you handle customer complaints, negotiate with suppliers, hire employees, and make other critical business choices. Each successful price increase reinforces your role as a business owner rather than just a service provider.

Moreover, customers who stay after price increases often become more loyal and respectful of your service. They understand they're working with a professional business operation, not just someone looking to make quick money.

As you reflect on your business journey – whether you're just starting out or celebrating your 16th year like Zach – remember that sustainable success requires making decisions that ensure long-term viability. Price increases, when implemented thoughtfully and communicated effectively, are one of the most important tools in your business success arsenal.

The path forward is clear: analyze your numbers, understand your true costs, communicate transparently with customers, and have the confidence to charge what your service is worth. Your future self – and your business – will thank you for it.

Episode Chapters

• 00:00 Introduction and Welcome
• 05:30 Reflecting on Business Growth
• 12:15 Why Raising Prices Feels So Hard
• 18:45 Mindset Shifts for Price Increases
• 25:20 When is the Right Time to Raise Prices
• 32:10 Strategic Communication Approaches
• 38:55 Building Confidence and Implementation