Raising prices 40% with 2% churn: the Rechnungsfuchs letter, annotated

We raised from 14 to 19.50. Churn from the rise: 2%. The letter, annotated:

Paragraph 1: what improved, specifically (DATEV export v3, 40% faster, three customer names). Not "to keep delivering value". Names and numbers. Paragraph 2: the new price, the date (60 days out), and the grandfather clause (annuals keep old price one more year). Generosity with a deadline. Paragraph 3: the downgrade path, spelled out. "Prefer the old price? Here is the smaller plan." Exits with dignity convert back later. Trapped customers poison reviews. Paragraph 4: my name, my phone number. Two calls came. Both stayed. The phone number is the whole trick.

Full letter text in reply one. Steal it, adapt the numbers, keep the phone number.

The phone number is indeed the whole trick. Did the same in 2004 and 2016. Two calls both times. Both stayed both times. Some tactics are permanent because humans are permanent.

Finance approval with one amendment: the grandfather clause for annuals is not generosity, it is arithmetic. Annuals prepaid, retention high, and the goodwill buys the next raise. Generous and profitable rhyme.

Exactly. The clause cost 4% of the raise's value and bought zero drama. Drama is the most expensive line item in a price rise. Zero drama is a bargain.

Pricing-experiment-tool builder taking notes: the downgrade-path paragraph is the anti-dark-pattern. Most companies hide the downgrade. Showing it signals confidence and the confidence retains. Testing this framing next.

Accountant who codes: DATEV export v3 as the justification is perfect. Regulated-market customers accept price rises tied to compliance work. "The tax office moved, we moved with it" is unarguable.