Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table
Pricing with Confidence\ Pricing is hard. If you get it wrong, you lose profits, revenue, or both. This book is your road map for getting pricing right. Here is a sampling of the rules you need to follow if you want to stop leaving money on the table:\ Rule One: Replace the Discounting Habit with a Little Arrogance\ Who says you have to discount? See how one company kicked the end-of-quarter discount habit and increased revenue seventeen percent and profits thirty-seven percent, grabbing $300...
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Face facts: Customers have never met a price they liked. And they will use every trick in the book to get you to lower your prices and give up profits. The typical business response is to discount, discount, discount—resulting in less revenue and lower profits. In Pricing with Confidence, pricing gurus Reed Holden and Mark Burton offer a radically different solution—one that actually builds revenues and profits without lowering prices. The key? Linking prices to the value delivered. The real trick is to bring people from marketing, product development, sales, and senior management into the process of discovering and defending the value you create for customers.Holden and Burton show you how you can get everyone in your firm to feel 100% confident in your pricing—no matter what customers are saying or how fierce the competition. By following the ten simple rules outlined in Pricing with Confidence, you will be able to hold steady or even raise prices while your customers experience increased value for every dollar they spend. The result is increased revenues and profits. Pricing with Confidence is a road map for senior leadership in sales, marketing, finance, and pricing to work together to outperform the competition. Pricing with Confidence is organized into ten simple and practical rules to help senior leaders tackle rampant price discounting, negotiate with poker-faced customers, and protect the value a company works so hard to create.
Acknowledgments ixIntroduction: Why Pricing Is So Hard and Why Most Companies Mess It Up xiiiReplace the Discounting Habit with a Little Arrogance 1Understand the Value You Offer to Your Customer 21Apply One of Three Simple Pricing Strategies 49Play Better Poker with Customers 75Price to Increase Profits 91Add New Products and Services that Give You Negotiating Flexibility and Growth 111Force Your Competitor to React to Your Pricing 131Build Your Selling Backbone: Teach Your Sales Force and Managers to Negotiate with Value 149Take Simple Steps to Move from Cost-Plus to Value-Based Pricing 169Price with Confidence: Remember Who You Are 187Index 203
