Robin Fake and Jim Swaagman, massage therapists and co-owners of Cloudcroft Therapeutic Massage in Cloudcroft, New Mexico, use clever scheduling to lower overhead bills. “If I really feel it’s time to bring up my costs, I don’t raise my current purchasers at the same time,” Waggamon-Baker says. When your competition raises their rates—and you are feeling inclined to do likewise—consider …