Price Increases & The Rolling Stones: You Can’t Always Get What You Want

Price Increases & The Rolling Stones: You Can’t Always
Get What You Want

By Desiree Grace

“You can’t always get what you want. But if you try sometimes, you just might find, you get what you need.”,  Mick Jagger & Keith Richards, Let It Bleed

Yes, even The Rolling Stones can teach us something about price increase realization.

Most price increases don’t translate into an instant, full boost to your top or bottom line. Often, they’re designed just to stop the bleeding, whether it’s tariffs, raw materials, labor, freight, or the inflationary tide lifting all costs.

Manufacturers don’t make these decisions lightly. Behind every increase are hours of modeling and analysis, often applied with surgical precision:

• Certain product categories may take a bigger hit than others.
• Some may be spared entirely.
• Competitor benchmarking inevitably plays a role.

But after the internal analysis and spreadsheets are done, the real work begins: communication. First internally, then with the sales team, then with customers, who in turn must communicate with their customers. By the time this chorus of conversations finishes, the song has changed, and your original 5% increase is more likely to net out closer to 3.5%.

Here’s why:

• Contracts may require 30–60 days’ notice before an increase takes effect.
• Some agreements lock in prices until renewal.
• Customers push back and negotiate.
• Incentive agreements tied to top-line sales muddy the waters.

And let’s not forget the near-deafening chorus of complaints, from customers and from finance, reminding you that even small delays erode profitability.

We all must implement price increases. It is our job to stay in the black, not cherry red, to pluck another snippet from “You can’t always get what you want.”

So how do you keep your margins in tune?

• Communicate clearly and early. Share price files as soon as possible.
• Explain the why. Be transparent about drivers like raw materials or freight.
• Repeat the message. Once is never enough.
• Hold the line. Every “just this once” exception makes the next increase harder.

Salespeople, here’s your reality check: customers will always push back against price increases. It’s tempting to “save the relationship” by cutting margins. But those small concessions add up, and margins drop. One day, your production team will force you into a painful double-digit increase just to recover. And that’s when customers walk.

The smarter play? Small, steady increases every year. Manage expectations, keep profitability intact, and avoid the “sticker shock” scenario. Part of your job is to manage expectations with customers and that includes price increases.

Because in the end, you may not always get what you want, but if you communicate, stand firm, and manage expectations, “You’ll get what you need.”

Need help navigating price increases without losing customer goodwill, or your margins? Let’s talk. Reach out to River Heights Consulting today to start building your strategy.

TL;DR:
Price increases rarely deliver their full impact because contracts, delays, and customer pushback erode margins. The key is proactive communication, explaining the “why,” repeating the message, and holding firm on exceptions. Small, steady annual increases prevent margin erosion and avoid shocking customers with big jumps later. You may not always get what you want, but with clear strategy and discipline, you’ll get what you need.

About the Author

Desiree Grace is a seasoned channel leader, consultant, and speaker who helps manufacturers and distributors strengthen partnerships, increase sales, and drive profitability. With a mix of straight talk and real-world expertise, she’s passionate about helping businesses get what they need, even if it’s not always what they want.

...