The cost of the price increase.
Considering a price increase for your current customers? Why wouldn’t you? Inflation is rampant. It may be an easy way to grab a couple of point increase in revenue.
But, have you thought through the costs? The cost of selling the price increase? The opportunity cost? The cost of advocacy? The cost of upsell/cross-sell?
Consider it! Might the price increase cost more than it earns?