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 pricing consulting firm that specializes in working across product, marketing, pricing, and selling functions to improve pricing performance. Dr. Holden is an Adjunct Associate Professor at Columbia University. He has been speaking professionally for twenty years and is a regular keynote speaker on pricing and customer value. He can be reached at firstname.lastname@example.org.
Mark R. Burton is cofounder and Vice President of Holden Advisors. He speaks frequently at Fortune 2000 events and conferences, and has developed leading-edge, risk-based models for the pricing industry. He can be reached at email@example.com.
For more information, please visit: PricingWithConfidenceBook.com
Table of Contents
Introduction. Why Pricing Is So Hard and Why Most Companies Mess It Up.
Rule One. Replace the Discounting Habit with a Little Arrogance.
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 to Value-Based Pricing.
Rule Ten. Pricing with Confidence: Remember Who You Are.