An industry-leading online elder care referral service wanted to implement a price increase, but was still dealing with the repercussions of a badly executed price increase two years prior. Holden Advisors was asked to create a comprehensive price increase plan that would create confidence in sales to defend the price increase and maximize the price increase yield AND retain customers. Holden first changed the mindset of the sales team to embrace their value rationale for the price increase. The Holden team also completed a detailed stakeholder analysis to anticipate internal and external objections, defined key value response messages, and tailored training for all customer-facing roles. The client successfully raised prices, resulting in a 120% increase in profits while retaining 98% of its customers.