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Bad pricing is a great way to destroy your company’s value, revenue, and profits. With ten simple rules, this book shows you how to deliver both healthy profit margins and robust revenue growth while kicking the dreaded discounting habit. The authors destroy the conventional wisdom that you have to trade margins for revenues and show you how to fully exploit the value your company offers customers. This is a proven plan for increasing sales without sacrificing profits.
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About the Author
Dr. Reed K. Holden is founder of Holden Advisors, a pricingconsulting firm that specializes in working across product,marketing, pricing, and selling functions to improve pricingperformance. Dr. Holden is an Adjunct Associate Professor atColumbia University. He has been speaking professionally for twentyyears and is a regular keynote speaker on pricing and customervalue. He can be reached at email@example.com.
Mark R. Burton is cofounder and Vice President of HoldenAdvisors. He speaks frequently at Fortune 2000 events andconferences, and has developed leading-edge, risk-based models forthe pricing industry. He can be reached firstname.lastname@example.org.
For more information, please visit:PricingWithConfidenceBook.com
Table of Contents
Introduction. Why Pricing Is So Hard and Why Most Companies Mess ItUp.
Rule One. Replace the Discounting Habit with a LittleArrogance.
Rule Two. Understand the Value You Offer Your Customer.
Rule Three. Apply a Simple Pricing Strategy.
Rule Four. Play Better Poker with Customers.
Rule Five. Price to Increase Profits.
Rule Six. Innovate for Growth.
Rule Seven. Get Your Competitor to React to You.
Rule Eight. Build Selling Backbone.
Rule Nine. Take Simple Steps to Move from Cost-Plus toValue-Based Pricing.
Rule Ten. Pricing with Confidence: Remember Who You Are.