5 Ways to Keep Customers Loyal When Tariffs Drive Up Costs

In today’s uncertain trade environment, Canadian businesses are facing increased costs due to 25% tariffs. Raising prices is often unavoidable, but it can also lead to customer frustration and potential loss of business. How can sales professionals and business leaders retain their customers while managing these rising costs?

At Sandler, we know that customer loyalty isn’t just about price—it’s about trust, value, and communication. Here are five strategies, rooted in Sandler techniques, to maintain strong customer relationships despite price increases.

1. Communicate with Transparency (Up-Front Contracts)

Many salespeople avoid difficult conversations about price increases, fearing customer pushback. However, ignoring the issue can erode trust.

🔹 Strategy #1: Use the Up-Front Contract approach to set clear expectations early. Be honest about price changes, explain why they’re happening, and focus on the value you provide, not just the price.

✅ Example: “I wanted to touch base before your next order. Due to new tariffs, our costs have risen, but I want to work with you to find the best way forward while maintaining the quality and service you expect.”

2. Reframe the Conversation Around Value (Pain vs. Price)

Customers may push back on price increases, but their true concern isn’t just the cost—it’s whether they’re still getting value.

🔹 Strategy #2: Don’t apologize for price changes; instead, focus on solving the customer’s problem. The real issue isn’t a higher price—it’s what the customer risks losing if they don’t buy from you.

✅ Example: Instead of saying, “I’m sorry, but our prices have gone up,” try, “We’re committed to providing the best quality and service to help you avoid costly downtime. Let’s discuss how we can continue to meet your needs efficiently.”

3. Offer Flexible Solutions (Reversing the Risk)

Customers often hesitate when faced with increased costs. One way to ease their concerns is to reverse the risk—a key Sandler concept.

🔹 Strategy #3: Offer alternative purchasing options or guarantees to help your customers adjust.

✅ Example: If you sell products, consider bulk discounts to encourage larger purchases now before further price increases. If you offer services, provide tiered pricing or added value, such as priority support.

4. Strengthen Your Relationship (Bonding & Rapport)

Loyal customers stay because they trust the relationship. Sandler’s Bonding & Rapport principle teaches us that strong business relationships go beyond transactions.

🔹 Strategy #4: Stay engaged with customers. Regular check-ins, valuable insights, and problem-solving discussions can keep them from looking elsewhere.

✅ Example: Be proactive. Instead of only reaching out when there’s an issue, check in with customers regularly to see how their business is adapting and how you can help.

5. Keep the Conversation Going (Post-Sell & Reinforcement)

Many salespeople assume that once a deal is made, the job is done. But in uncertain economic times, customers need reassurance that they made the right choice.

🔹 Strategy #5: Use the Post-Sell Step to reaffirm the customer’s decision and reinforce the value you provide. This helps prevent buyer’s remorse and future drop-offs.

✅ Example: After a sale, follow up with a message like, “I appreciate your continued partnership. Let’s schedule a check-in to ensure you’re getting the most out of our solutions and to discuss any adjustments we can make.”

In times of economic uncertainty, customer retention is about more than price—it’s about value, trust, and proactive communication. By applying Sandler techniques like Up-Front Contracts, Reversing the Risk, and Post-Sell Reinforcement, sales professionals can maintain strong relationships even when costs rise.

Want to learn how to apply these strategies in your business? Join us on March 19 or March 27 for a discussion on "How to Succeed in Times of Uncertainty". Reserve your seat >>HERE<<