You have been offering a client a locked-in rate for months—a price that has shielded them from market fluctuations and given them budget certainty. But that price lock is about to expire, and the new rate will be higher. Notifying a client of a price lock expiration is a delicate conversation. You need to be transparent, professional, and helpful, while also giving them ample time to adjust or take advantage of the current rate one last time. A well-crafted notification preserves trust, reduces friction, and can even lead to a renewed commitment. This guide provides polished email templates and strategic advice to help you communicate a price lock expiration with clarity and diplomacy.
Why Your Notification Approach Matters More Than You Think
Price increases are rarely welcomed, but how you deliver the news can determine whether the client stays or shops around. A thoughtful, early notification demonstrates that you respect the client's business and are committed to transparency. It also allows you to frame the new rate as a reflection of market realities or improved service value, rather than a sudden punitive change. Moreover, by giving the client a clear deadline, you create a sense of urgency that can actually drive business—they may choose to renew or purchase ahead of the expiration to lock in the old price.
- Builds trust through proactive communication.
- Gives the client time to plan and ask questions.
- Positions the price change as a natural business adjustment.
- Can encourage early renewal or additional orders.
Avoid These Common Phrasing Mistakes
Even a necessary notification can alienate a client if the wording is off. Avoid these frequent errors to keep your email professional and reassuring.
- Sound apologetic or guilty: Saying "We regret to inform you" or "Unfortunately" can set a negative tone. Instead, frame it as a regular business update.
- Being vague about the new price: If you don't state the new rate clearly, the client may feel you are hiding information. Be specific.
- Not explaining the reason: Even a brief explanation—like "due to increased raw material costs"—helps clients understand the change.
- Forgetting to highlight the client's benefit: Remind them that they have enjoyed the locked-in rate for a period, and this notification allows them to act before it expires.
- Setting an unreasonable deadline: Give enough time (at least 30 days) so the client feels respected, not pressured.
Email Templates for Different Client Relationships
Select the template that best fits your client relationship and the urgency of the expiration. Each includes ready-to-copy subject lines and placeholders.
Template 1: The Detailed & Reassuring Approach
Best for long-term, valued clients or when the price lock was part of a specific agreement.
Subject: Important Update: Price Lock Expiration – [Client Name]
Dear [Client Name],
I hope this email finds you well. I am writing to inform you that the price lock we put in place for your [product/service] is set to expire on [Expiration Date].
As you know, we offered this fixed rate to provide you with budget certainty over the past [time period]. Unfortunately, due to [brief reason, e.g., "increased supply chain costs" or "market adjustments"], we will need to adjust our pricing effective [New Effective Date].
The new rate will be [New Price/Rate], which is still competitive in the current market. We have attached a comparison sheet for your reference. However, we want to give you the opportunity to lock in the current rate for a longer term—if you renew your agreement or place additional orders before [Expiration Date], we will honor the existing price for that order.
We value your partnership and are committed to providing you with the best value possible. Please let us know if you have any questions or if you would like to discuss renewal options. I am happy to schedule a call at your convenience.
Thank you for your continued trust in us.
Best regards,
[Your Full Name]
[Your Job Title]
[Your Company]
[Your Phone Number]Alternative subject lines: "Price Lock Expiration – Action Required" / "Update on Your Pricing Agreement"
Template 2: The Concise & Direct Approach
Best for transactional relationships, recurring orders, or when you need a quick, straightforward notification.
Subject: Price Lock Expiration – [Your Company Name]
Hi [Client Name],
I am reaching out to remind you that your current price lock for [product/service] will expire on [Expiration Date]. After that date, the price will adjust to [New Price] per [unit/period].
To avoid the increase, you can place orders or renew your agreement before [Expiration Date] at the existing rate. If you have any questions or need to discuss your options, just let me know.
We appreciate your business and look forward to continuing our partnership.
Regards,
[Your Full Name]
[Your Job Title]
[Your Company]
[Your Phone Number]Alternative subject lines: "Price Lock Notice – Expiring Soon" / "Reminder: Price Lock Expiration"
Best Practices for a Smooth Price Transition
Use these actionable tips to ensure your notification is well-received and leads to a positive outcome.
- Provide clear timing: State the exact expiration date and the date the new price takes effect. This removes ambiguity.
- Explain the reason for the change: A brief, honest explanation (e.g., cost increases, market conditions) helps clients understand and accept the adjustment.
- Highlight the benefit of early action: Encourage the client to take advantage of the current rate by ordering or renewing before the deadline.
- Offer to discuss alternatives: Some clients may appreciate a call to discuss volume discounts or long-term commitments that could mitigate the increase.
- Thank them for their business: Express gratitude for their trust and emphasize that you value the relationship.
- Follow up with a gentle reminder: A week before the expiration, send a brief reminder to ensure they don't miss the deadline.
Handling Client Questions or Concerns
Clients may have questions about the new price or the expiration terms. Here is how to address common concerns professionally.
- If the client asks why the increase is necessary: Provide a clear, factual explanation—e.g., "Our supplier costs have risen, and we must pass on a portion to maintain quality and service."
- If they ask if the new price is negotiable: If you have flexibility, offer to discuss a longer-term commitment or volume discount. If not, politely explain that the price is based on current costs and is non-negotiable.
- If they are considering switching vendors: Reiterate your value proposition—quality, reliability, or service—and ask if there is anything you can do to retain their business.
- If they want to extend the price lock: Offer a contract extension or a bulk order that locks in the current rate for a longer period.
- Always be empathetic: Acknowledge that price increases are never easy, and thank them for their understanding.
Here is a follow-up reminder you can send a week before the expiration:
Subject: Reminder – Price Lock Expires on [Date]
Dear [Client Name],
I hope you are having a good week. I just wanted to send a quick reminder that your price lock will expire on [Expiration Date]. After that, the new rate of [New Price] will apply.
If you want to place any orders or renew at the current rate, please do so before the expiration date. Let me know if you have any questions or need assistance.
Thank you for your time,
[Your Full Name]Frequently Asked Questions
Q: How far in advance should I notify clients of a price lock expiration?
A: Ideally 30 to 60 days in advance. This gives clients ample time to adjust their budgets, ask questions, and take advantage of the current rate. For larger contracts, 60 days is preferable; for smaller or recurring orders, 30 days is usually sufficient.
Q: Should I include the new price in the notification email?
A: Yes, absolutely. Clients need to know the new rate to make informed decisions. Be transparent about the specific amount or percentage increase.
Q: What if the client complains about the new price?
A: Listen to their concerns and explain the reasons for the increase. If possible, offer alternatives such as a longer-term contract to lock in a lower rate, or small discounts for volume commitments. If the price is non-negotiable, remain firm but empathetic.
Q: Can I offer an extension of the price lock if the client asks?
A: Yes, if you are able to. You can offer a limited extension (e.g., 3–6 months) as a goodwill gesture, especially for long-term clients. However, ensure you set clear terms to avoid indefinite extensions.
Q: What if the client doesn't respond to the notification?
A: Send a polite follow-up a week before the expiration, and then a final reminder a day or two before. If they still don't respond, apply the new price from the effective date and note that you made reasonable attempts to notify them.
Q: How should I handle a client who wants to negotiate the new price?
A: Be open to negotiation if you have room. You can offer a volume discount, a longer commitment, or a phased increase. If the price is fixed, explain that it is based on market conditions and cannot be changed, but you are happy to discuss other ways to add value.