Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table

Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table

by Reed Holden, Mark Burton


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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.

Product Details

ISBN-13: 9780470197578
Publisher: Wiley
Publication date: 03/03/2008
Pages: 240
Product dimensions: 6.20(w) x 9.10(h) x 1.10(d)

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

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

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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.

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