
Raise your prices! Why the only way forward is UP
In over 20 years of helping refractive and cataract surgeons increase the size and financial efficiency of their practices, there is one lever I pull that consistently delivers predictable results: the price lever.
Why competing on price isn’t your game
If you’re a small business, there is absolutely no advantage in being the second cheapest. The only businesses that can play the low-price game and win, are those designed from the ground up to take advantage of economies of scale.
You didn’t do that.
Unless you’re making more than 10 million a year and have over 50 employees, you do not have the infrastructure to compete at scale. As the legendary strategist Sun Tzu once said, “He will win who knows when to fight and when not to fight.”
In business terms, this means knowing that competing on price is not your battle. Your competitive advantage lies elsewhere.
The apex of price and quality
As a small business, your best competitive position will be at the apex of the price-quality relationship. I encourage and equip all of my customers to be the most expensive players in their market.
Why? Won’t higher prices scare customers away?
Higher prices do not result in lower profits if you make offers that make your prospects see you as a category of one. Higher prices result in more profits, resulting in a greater quality and the ability to acquire more customers.
Stop being afraid to charge what you’re worth
If you’re a small or medium-sized business, trying to undercut competitors on price is a losing game. Instead, focus on value and charge a premium for the expertise, personalised service, and exceptional quality that only you can deliver.
By raising your prices, you’re increasing your profitability and elevating your business above the competition, positioning yourself as a leader in your market.
Struggling to raise prices without losing customers? Start by evaluating how you communicate your value. Take our Practice Marketing Assessment quiz to see how effectively you’re positioning your business at each stage of the customer value journey. Or, if you’d prefer to discuss your pricing strategy directly, book a free 15-minute compatibility call with Laura today!
NOTE: The best way to answer that nagging question about practice growth or marketing or patient volume in the back of your mind is to book a free 15-minute compatibility call. Get some options and go away with a clear idea of what’s possible.
About the author

Rod Solar
Founder & Scalable Business Advisor / fCMO
Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor for its customers. Rod mentors and coaches eye surgery business CEOs/Founders and their leadership teams to triple their sales, double their profit, and achieve their “ideal exit”.
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Meet our Co-Founders

Rod Solar
Founder & Scalable Business Advisor
For over 20 years, I’ve helped ophthalmology entrepreneurs scale their private practices. I specialise in doubling revenue within three years by offering a proven framework, hands-on experience, and a team of experts who implement what works. We take the guesswork out of growth and scale, so you can focus on delivering exceptional patient care while maximising the value of your business.
LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.
— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey
Founder & CEO
I’m the co-founder & CEO of LiveseySolar. I’ve developed powerful eye surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.
Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.
— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK