{"id":1924,"date":"2026-01-13T18:29:21","date_gmt":"2026-01-13T17:29:21","guid":{"rendered":"https:\/\/redparalela.eu\/?p=1924"},"modified":"2026-01-13T18:30:50","modified_gmt":"2026-01-13T17:30:50","slug":"how-to-apply-a-price-increase-when-your-competitors-dont","status":"publish","type":"post","link":"https:\/\/redparalela.eu\/en\/how-to-apply-a-price-increase-when-your-competitors-dont\/","title":{"rendered":"How to apply a price increase when your competitors don\u2019t"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h1><strong>How to apply a price increase when your competitors don\u2019t<\/strong><\/h1>\n<p>[\/vc_column_text][vc_single_image image=&#8221;1917&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css_animation=&#8221;flipInX&#8221; css=&#8221;&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 data-start=\"155\" data-end=\"261\"><strong data-start=\"155\" data-end=\"261\">Your cost has already gone up and another distributor is still selling cheaper: 5 real tactics to win.<\/strong><\/h2>\n<p data-start=\"263\" data-end=\"530\">In horeca sales this happens often: the manufacturer has already increased prices, you are now buying at the new cost, but your competitors are still clearing old stock and can sell cheaper. The customer is very clear: <em data-start=\"482\" data-end=\"530\">\u201cWhen you match the price, I\u2019ll buy from you.\u201d<\/em><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li data-start=\"532\" data-end=\"666\">If you try to match it, you destroy your margin.<\/li>\n<li data-start=\"532\" data-end=\"666\">If you stand still, you lose sales \u2014 or even customers, if the product is critical.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"668\" data-end=\"849\">The solution is easy to understand and hard to execute: <strong data-start=\"724\" data-end=\"801\">offer something the bar or restaurant owner values directly, here and now<\/strong>, even if the price per case is slightly higher.<\/p>\n<p data-start=\"851\" data-end=\"989\">These tactics work because they change the comparison: you stop competing only on \u201ceuros per case\u201d and start competing on <strong data-start=\"973\" data-end=\"988\">total value<\/strong>.<\/p>\n<h3 data-start=\"996\" data-end=\"1018\">1. Deferred rebate<\/h3>\n<p data-start=\"1020\" data-end=\"1149\">Instead of lowering the price on every invoice, you return part of the value later, in exchange for a specific customer behavior.<\/p>\n<p data-start=\"1151\" data-end=\"1170\">What usually works:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li data-start=\"1173\" data-end=\"1256\">monthly or quarterly rebate if an agreed volume is reached in that product family<\/li>\n<li data-start=\"1259\" data-end=\"1445\">rebate if the increased-price reference is combined with other products the customer does not usually buy from you, and where you have no relevant price disadvantage versus competitors<\/li>\n<li data-start=\"1448\" data-end=\"1524\">credit balance for the next order (very effective to secure repeat business)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"1526\" data-end=\"1898\"><strong data-start=\"1526\" data-end=\"1542\">Why it works<\/strong><br data-start=\"1542\" data-end=\"1545\" \/>The operator does not reject paying more if they feel that, at the end of the period, they come out ahead. Mentally, it is not perceived as an \u201cexpensive price\u201d but as a \u201cprice that comes back.\u201d You protect the updated price, avoid discount wars, and reward commitment. You also avoid a very common effect: losing several references because of just one.<\/p>\n<h3 data-start=\"1905\" data-end=\"1949\">2. Activations the operator can monetize<\/h3>\n<p data-start=\"1951\" data-end=\"2053\">When you cannot win on price, win on sales. But it must be concrete \u2014 not vague promises of \u201csupport.\u201d<\/p>\n<p data-start=\"2055\" data-end=\"2101\">Actions that are understood and actually used:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li data-start=\"2104\" data-end=\"2191\">simple point-of-sale material linked to purchase (chalkboards, posters, bar displays)<\/li>\n<li data-start=\"2194\" data-end=\"2596\">a closed promotion proposal for the venue. For example, when beer is the reference that has increased in price, you can activate a weekend pack including beer, olives, and chips at a special weekend price, plus table material that encourages customers to order the promotion \u2014 so the operator not only sells the now more expensive beer, but also increases the average ticket through the accompaniment<\/li>\n<li data-start=\"2599\" data-end=\"2678\">short, practical staff training to drive one specific reference (30\u201345 minutes)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"2680\" data-end=\"2979\"><strong data-start=\"2680\" data-end=\"2696\">Why it works<\/strong><br data-start=\"2696\" data-end=\"2699\" \/>Operators do not buy \u201cservice,\u201d they buy results. If they see a product rotates better with you because you help them attract customers, they stop comparing only price. Price stops being a cost and becomes an investment. You are helping them sell more, not just supplying product.<\/p>\n<h3 data-start=\"2986\" data-end=\"3051\">3. Cross-selling with references your competitor cannot match<\/h3>\n<p data-start=\"3053\" data-end=\"3260\">If you are agile, respond with a cross-offer using products your competitor does not have in their portfolio. The key is that they must be easy to sell and have enough margin to absorb part of the price gap.<\/p>\n<p data-start=\"3262\" data-end=\"3285\">How to apply it simply:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li data-start=\"3288\" data-end=\"3387\">\u201cIf you take X cases of this reference, I improve conditions on these others you already consume\u201d<\/li>\n<li data-start=\"3390\" data-end=\"3458\">\u201cIf we do this mixed order, the advantage is visible in the total\u201d<\/li>\n<li data-start=\"3461\" data-end=\"3540\">\u201cI\u2019ll prepare a standard weekly order based on what rotates most in your venue\u201d<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"3542\" data-end=\"3831\"><strong data-start=\"3542\" data-end=\"3566\">Why it usually works<\/strong><br data-start=\"3566\" data-end=\"3569\" \/>The customer compares the full order, not just the problematic reference. If the total makes sense, the focus shifts. Even if you earn less on one line, you do not lose the sale or the customer. You keep the relationship, rotation, and control of the full order.<\/p>\n<h3 data-start=\"3838\" data-end=\"3886\">4. Clear financing or flexible payment terms<\/h3>\n<p data-start=\"3888\" data-end=\"4053\">Here we are talking about something the customer understands in ten seconds: cash flow. In horeca, many decisions are made based on liquidity, not theoretical price.<\/p>\n<p data-start=\"4055\" data-end=\"4071\">Useful examples:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li data-start=\"4074\" data-end=\"4122\">extending payment terms for selected customers<\/li>\n<li data-start=\"4125\" data-end=\"4169\">splitting a large order into two due dates<\/li>\n<li data-start=\"4172\" data-end=\"4242\">allowing smaller replenishments for a few weeks to avoid tying up cash<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"4244\" data-end=\"4509\"><strong data-start=\"4244\" data-end=\"4260\">Why it works<\/strong><br data-start=\"4260\" data-end=\"4263\" \/>Operators value paying better far more than paying less. Less cash tension means less friction in buying. This competes directly with \u201cit\u2019s cheaper elsewhere\u201d because it reduces the immediate financial strain, which is what hurts most day to day.<\/p>\n<h3 data-start=\"4516\" data-end=\"4560\">5. The parallel market as a price option<\/h3>\n<p data-start=\"4562\" data-end=\"4744\">When your supplier only sells at the new price, but there is still old stock available in the market, the parallel market can be a temporary solution to avoid losing competitiveness.<\/p>\n<p data-start=\"4746\" data-end=\"5122\"><strong data-start=\"4746\" data-end=\"4762\">Why it works<\/strong><br data-start=\"4762\" data-end=\"4765\" \/>You gain time while the market aligns, prevent the customer from getting used to buying from another distributor, and maintain the commercial relationship. That said, it must be used carefully: as a temporary solution, ensuring traceability, and as a transition tool \u2014 not as a permanent model that could damage your relationship with the official supplier.<\/p>\n<h3 data-start=\"5129\" data-end=\"5197\">A useful note: when this can be anticipated, you can win earlier<\/h3>\n<p data-start=\"5199\" data-end=\"5454\">This scenario is easier to manage when you see it coming. If you know a reference is about to increase and there will be weeks of misalignment, you can prepare agreements or purchasing plans before the customer compares prices when it is already too late.<\/p>\n<h3 data-start=\"5461\" data-end=\"5475\">In summary<\/h3>\n<p data-start=\"5477\" data-end=\"5609\">When another distributor is still selling at old prices, you will not win by copying their game. You win by changing the comparison:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li data-start=\"5612\" data-end=\"5630\">deferred rebates<\/li>\n<li data-start=\"5633\" data-end=\"5674\">activations that help sell in the venue<\/li>\n<li data-start=\"5677\" data-end=\"5710\">mixed orders with real rotation<\/li>\n<li data-start=\"5713\" data-end=\"5722\">financing<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p data-start=\"5724\" data-end=\"5850\">It is not about selling more expensively.<br data-start=\"5765\" data-end=\"5768\" \/>It is about selling with an advantage that today\u2019s cheaper option is not offering.<\/p>\n<p data-start=\"5852\" data-end=\"6024\" data-is-last-node=\"\" data-is-only-node=\"\">The natural next step would be to turn this into a direct sales script for reps, sentence by sentence, to use at the bar without detours. But I\u2019ll leave that in your hands.<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;] How to apply a price increase when your competitors don\u2019t [\/vc_column_text][vc_single_image image=&#8221;1917&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css_animation=&#8221;flipInX&#8221; css=&#8221;&#8221;][vc_column_text css=&#8221;&#8221;] Your cost has already gone up and another distributor is still selling cheaper: 5 real tactics to win. In horeca sales this happens often: the manufacturer has already increased prices, you are now buying at the &hellip; <a href=\"https:\/\/redparalela.eu\/en\/how-to-apply-a-price-increase-when-your-competitors-dont\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to apply a price increase when your competitors don\u2019t&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[862],"tags":[869,870,938,868,970,928],"class_list":["post-1924","post","type-post","status-publish","format-standard","hentry","category-sin-categorizar-en","tag-distribution","tag-horeca-2","tag-horeca-distribution","tag-parallel-market","tag-red-paralela","tag-wholesalers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to apply a price increase when your competitors don\u2019t - 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