The second P in the formula is price. Develop the habit of continually examining and reexamining the prices of the products and services they sell to make sure they're still appropriate to the realities of the current market. Sometimes they need to lower prices. At other times, it may be appropriate to raise your prices. Many companies have found that the profitability of certain products or services doesn't justify the amount of effort and resources that go into producing them. By raising their prices, they may lose a percentage of their customers, but the remaining percentage generates a profit on every sale. Could this be appropriate for you?