The price charged for our own product is now quadruple the "OMG! Nobody will pay this!" price I introduced the software at a few years ago. Every time the price has increased, sales and revenue have increased as well.

The best suggestion I've read (some time ago on the BOS forum) is to keep raising prices until you start receiving complaints about the cost. If nobody is complaining (not even the cheapskates), you're not charging enough.

Another bonus from higher prices: You no longer get those nickle-squeezers whose only criteria was finding the cheapest option. To generalize from my own experience, those folks are colossal pain to deal with.