No B.S. Price Strategy: The Ultimate No Holds Barred, Kick Butt, Take No Prisoners Guide to Profits, Power, and Prosperity

No B.S. Price Strategy: The Ultimate No Holds Barred, Kick Butt, Take No Prisoners Guide to Profits, Power, and Prosperity

by Dan S. Kennedy, Jason Marrs


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Millionaire maker Dan S. Kennedy and pricing/marketing strategist Jason Marrs empower small business owners to take control of their profits by taking charge of the source: their price. Entrepreneurs are dared to re-examine their every belief about pricing and take a more creative, bold approach, using price to their extreme advantage and allowing them to be as profitable as possible. Liberating small business owners from all fear and timidity toward pricing, Kennedy and Marrs teach small business owners uncover how to avoid the 9 ultimate price and fee failures including excess concern about competitors’ lower prices, attracting customers who buy by price, and not offering premium pricing options. They also reveal how to discount without damage, the secret to price elasticity, how to break free from the price-product link, and, most importantly, how to set prices for the greatest profits. • Kennedy and Marrs disclose little-known revelations about the power of pricing including: • the 9 ultimate price and fee failures • the trick behind discounting without devaluing • the 5 price-related propositions to be concerned with • the million-dollar secret behind “FREE” • how to win price wars with competitors • Includes access to price strategy support tools at • Covers pricing strategies specific to recessions

Product Details

ISBN-13: 9781599184005
Publisher: Entrepreneur Press
Publication date: 04/18/2011
Series: No B.S.
Pages: 288
Sales rank: 301,810
Product dimensions: 5.90(w) x 8.90(h) x 0.70(d)

About the Author

DAN S. KENNEDY is a multi-millionaire serial entrepreneur with past and present interests in diverse businesses. He is a strategic advisor, marketing consultant and coach with a cadre of private clients ranging from exceptionally ambitious entrepreneurs to the CEO’s of companies as large as $1.5-Billion.

JASON MARRS is an intense innovator and pricing/marketing strategist who coaches entrepreneurs and professionals in overcoming price reluctance and resistance.

Table of Contents


Price, Profit, Power, and Prosperity ix

About the Authors xix

About the Guest Contributors xxi

Section 1

Chapter 1 Price and Fee Failures Dan Kennedy 3

The Ultimate Failure 5

Chapter 2 Discounting Without Damage Jason Marrs 9

Free as The Enemy? 13

Can Free Be Your Ally? 18

Two Things You Should NEVER Do. 20

Chapter 3 If and When You Discount, Get Quid Pro Quo Dan Kennedy 23

Money at a Discount 25

The Something-In-Exchange Split-Test 26

Chapter 4 The Nasty Cancer of FREE Dan Kennedy 29

Chapter 5 How to Compete With Free Jason Marrs 37

So What Should You Do? 40

Chapter 6 When FREE Is a Business, Not Just a Price Strategy Darin Spindler 45

There's a Third, Superior Type of Advertising 46

How You Can Do It Too 48

Chapter 7 Antidotes to Commodity Thinking Jason Marrs 51

How To Conquer the #1 Enemy of Maximum Profitability: Commoditization 58

Just Because You Can Does Not Mean You Should 61

Discounters Happy Being Commoditized Are Not All Bad 63

The Secret of the Living 64

Yes, Everybody in Marketing Points to Starbucks … 66

The Dynamic Power of Radical Individualism 67

Chapter 8 The Power of Preeminence as Price Strategy Dr. Barry Lycka 73

Approach 1 The Hawaiian Fisherman's Method 75

Approach 2 The Triangle of Pre-Eminence 76

Chapter 9 B2B Price Wars and The Way of the Warriors Who Win Dan Kennedy 79

Chapter 10 Breaking Free of the Price-Product Link Dan Kennedy 89

Chapter 11 The Power of Pre-Determination Dan Kennedy 101

Chapter 12 The Secret to Price Elasticity Dean Killingback 107

Who Is Your Best Customer? 108

Chapter 13 The Making of Propositions Dan Kennedy 113

Five Kinds of Propositions 115

Chapter 14 The Place Strategy That Easily and Automatically Supports Premium Prices Dan Kennedy 125

Isn't There Something "Wrong" with This? 131

Chapter 15 How "The Company You Keep" Can Impact Price Dan Kennedy 137

Chapter 16 The Deadly Trap of Bad Economics Dan Kennedy 145

Chapter 17 How Do You Set Your Prices? Jason Marrs 159

1 WAG 160

2 Industry Norm 161

3 Client-Dictated Pricing 163

4 Cost-Plus Pricing 164

5 Target Return 166

Why Static Prices Are Impossible 167

Objectives of a Particular Price Point 168

Sequential Skimming 170

Penetration Pricing 171

Chapter 18 Why Not Charge People to Buy From You? Dan Kennedy 177

Chapter 19 When Is Abusive Pricing Smart? Dan Kennedy 183

Pregnant Question 1 185

Question 2 186

Question 3 186

Chapter 20 Beware of Staff Sabotage of Price Strategy Jason Marrs 195

Break the Negotiating Addiction 200

The Easiest Way to Protect Price and Profit Strategy Is … 201

Get on Board or Get Out 203

Chapter 21 A Jury of Four But Only One Decides Fate Dan Kennedy 207

Chapter 22 Price in Recessions Dan Kennedy 211

Theories About the Death of Salesmanship 219

Section II Samples

Chapter 23 Sample Advertising and Marketing Materials from Jason and Isa Marrs' Practice 223

Section III Resources

An Offer from Jason Marrs 233

An Offer from Dan Kennedy 234

Other Books by Dan Kennedy 235

Index 237

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