#319: Raise Your Prices 20% Without Losing a Single Customer: Regina Rivers' Story
September 24, 2026
AI Summary
5 min readFrom Exhausted Hustle to Calm Profit: How One Farmer Raised Prices 25% Without Losing Anyone
Regina Rivers of Ithaca Beef in Carroll County, Georgia, was selling 70 cows a year but still not making real money. She was teaching full time, hustling to farmers markets with heavy frozen meat in the Georgia heat, running a website, and feeling like she had "a gazillion tabs open" in her head with no idea which ones to close. A year after joining Charlotte Smith's coaching program, she has raised her prices by 20–25%, lost zero customers, increased sales sixfold, and—most tellingly—stopped apologizing for her prices entirely.
The Power of One
The first shift came from a simple principle: focus on one thing. Regina had been filling her on-farm market with all kinds of products—wholesale items, fluff with thin margins—because she thought a farm store needed variety. She had even gone into debt buying inventory that wasn't her own beef. After the coaching, she cleared it all out. "When people walk in, they see beef," she says. The lesson was that selling everything meant selling nothing profitably.
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What you'll learn
- 1 (01:30) **Introducing the Client & Core Result** - Charlotte sets up the interview by promising a concrete success story: a farmer who raised prices 20-25% without losing a single customer.
- 2 (03:34) **Regina's Starting Struggle: "A Gazillion Tabs Open in My Head"** - Regina describes the chaotic, unfocused state that led her to seek help, including juggling farmers' markets, a website, and a full-time teaching job.
- 3 (07:22) **The "Power of One" Shift: From Cluttered Farm Store to Beef-Focused Profit** - Regina explains how the core concept of focusing on one primary product transformed her marketing and eliminated unprofitable fluff.
- 4 (10:47) **The Pricing Breakthrough: Raising Prices 20-25% Without a Single Complaint** - Regina details how using the program's cost spreadsheet revealed she was selling out but not making money, leading to a confident price increase.
- 5 (12:55) **The Confidence Shift: No More Apologizing for Prices** - Regina shares how her mindset around pricing changed, moving from feeling she had to apologize to a place of certainty and self-worth.
- 6 (14:18) **Relationship-Based Marketing: Selling Without a "Buy Button"** - Regina describes her radical shift from constant social media hustling to a relaxed, relationship-based approach where she rarely even asks for the sale.
- 7 (18:18) **The Result of Connection: Price Becomes Irrelevant** - Regina confirms that because customers are loyal to her, not the price, they don't notice or care about increases.
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Guests on this episode
Show Notes
Regina Rivers was teaching full time, hauling frozen beef to hot Georgia farmers markets, and posting on social media around the clock. A gazillion tabs open in her head. She even went into debt stocking her farm store with wholesale products nobody wanted.
Last year she sold almost 70 beeves and barely made money. Then she ran her real numbers.
In this episode, Regina shares:
- The pricing spreadsheet that changed everything, and how she raised prices 20% with zero customer pushback
- Why she cleaned all the "fluff" out of her farm store so customers only see beef
- The weekly email with no buy button that keeps her selling out
- How relationship marketing means customers come for HER, not the price
- Why she's no longer exhausted, in body or mind, after four years of farming
If you're selling out every month and still broke, this episode does the math with you.
Ready for results like Regina's? Learn about The Profitable Farmer here: charlottemsmith.com/mastery
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