Pricing with Confidence

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.

Autorentext

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 rholden@holdenadvisors.com.

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 mburton@holdenadvisors.com.
For more information, please visit: PricingWithConfidenceBook.com

Klappentext

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 million off the poker table.

Rule Two: Understand Your Value to Your Customer

Your customers are eager to tell you. Are you ready to listen? By focusing on value delivered, Phillips garnered twenty-five percent of the price-competitive lamp market. See how Phillips did it.

Rule Three: Apply One of Three Simple Pricing Strategies

One of these three simple strategies will work for you. See how Dell stumbled with the wrong pricing strategy and how it recovered.

Rule Five: Price to Increase Profits

Revenue is good, but profits are better. Southwest Airlines and JetBlue have figured this out and avoided "dumb-bell pricing." Here's how you can, too.

Rule Eight: Build Your Selling Backbone

Use the first seven rules to add confidence as you sell to tough customers. Find out how a supplier of commodity electronics grabbed an extra $12.5 million off the table in a tough customer negotiation.

Inhalt

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