The $19.99 trap (and why it happens to good local businesses)

The round-number shift: the easiest upgrade you can make

If you remember one thing, make it this: Round numbers instantly raise perceived value for service businesses.

Instead of:

• $19.99 → try $25

• $49.99 → try $50 (or $55)

• $99.99 → try $100

You’re removing the "bargain bin" vibe. This small change makes your business feel more established without changing what you actually do day-to-day.

The 20% revenue leakage theory

When your pricing sends a discount signal, you attract more price shoppers and negotiations. You end up working harder for the same money. Over time, that creates a quiet revenue leak—often around 20%—because you’re undercharging relative to the value you provide.

My “over coffee” pricing reset

If we were sitting down at a coffee shop in downtown Vero, here’s what I’d tell you to do:

1. List your main services: Circle anything priced with .99 endings.

2. Pick one service to test: Start with your most common one.

3. Switch to a round number: See how it feels to quote $50 instead of $49.99.

4. Watch for 30 days: Most owners are surprised—fewer headaches, better clients, and more revenue.