The Pricing Problem: Why More Sales Don't Always Lead to More Profit

VICTORIA, British Columbia - EntSun -- When a business owner wants to make more money, the most common advice is straightforward: sell more.

But more sales do not automatically create more profit.

For Pam Ivey, founder and Executive Producer of the Profitable on Purpose Conference, pricing is one of the first places business owners should look before deciding they need more customers.

"You can sell more and still end up working harder for little additional profit. If the pricing doesn't support the true cost of delivering the work, adding volume can make the problem bigger."

Pricing will be explored at Profitable on Purpose, a one-day working conference for established women business owners taking place October 23, 2026 in Greater Victoria.

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A price that made sense when a business started might still be in place years later, despite higher costs. A service might require more owner time than anticipated. A popular offer might generate substantial revenue while producing little profit.

"Business owners often assume they have a sales problem because there isn't enough money left at the end," Ivey said. "Sometimes they need more sales. Sometimes they need to stop selling something at a price that doesn't make financial sense."

When margins are thin, additional sales can add workload without adding enough profit.

Understanding the economics behind an offer creates options: raise the price, change what is included, reduce delivery costs, package services differently, stop discounting, or eliminate an unprofitable offer.

Pricing strategist Victoria Westcott will lead a session examining the relationship between price, value and profit.

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"Before asking how to sell more, I want business owners asking whether what they're already selling is profitable enough," Ivey said. "Sometimes the fastest route to a better business isn't another customer. It's a better decision."

EVENT DETAILS

Friday, October 23, 2026
9:30 AM to 5:00 PM
Esquimalt Gorge Park Pavilion, Greater Victoria, BC

Registration: https://www.viwconnect.com/event-details/profitable-on-purpose-connect-conference

ABOUT PAM IVEY

Pam Ivey is a business strategist, entrepreneur and Executive Producer of Profitable on Purpose. She has owned businesses for more than 30 years and holds certifications in Business Strategy from Harvard Business School Online and Small Business Management.