A price increase must always be sold to two people. Not only does the person buying the product / service need to be conviced, but also (and more importantly) the salesperson doing the selling.
I strongly believe the biggest obstacle in selling a price increase is found in the salesperson. Far too often, the person trying to make the sale doesn’t believe in it and, as such, doesn’t have the ability to communicate with the sense of commitment and focus needed when dealing with this issue. Before attempting to sell a price increase, I would advise any salesperson to take the time to research both the background and the driving issues behind it. Then (and more importantly), determine the real value the customer will receive. Keep in mind that it’s the not really about the price. It’s the value that is really being sold / bought.