Table of Contents
Acknowledgments ix
Introduction Why Pricing is So Hard and Why Most Companies Mess It Up xiii
Rule One Replace the Discounting Habit with a Little Arrogance 1
Rule Two Understand the Value You Offer to Your Customer 21
Rule Three Apply One of Three Simple Pricing Strategies 49
Rule Four Play Better Poker with Customers 75
Rule Five Price to Increase Profits 91
Rule Six Add New Products and Services that Give You Negotiating Flexibility and Growth 111
Rule Seven Force Your Competitor to React to Your Pricing 131
Rule Eight Build Your Selling Backbone: Teach Your Sales Force and Managers to Negotiate with Value 149
Rule Nine Take Simple Steps to Move from Cost-Plus to Value-Based Pricing 169
Rule Ten Price with Confidence: Remember Who You Are 187
Index 203