Pricing with Confidence

10 Ways to Stop Leaving Money on the Table

by Reed Holden , Mark Burton

Number of pages: 240

Publisher: Wiley

BBB Library: Sales and Marketing, Corporate Success

ISBN: 9780470197578



About the Authors

Reed Holden : Holden is a world-class pricing expert who focuses on dealing with

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Mark Burton : Mark Burton is a leading marketing and pricing strategist, an in-demand

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Editorial Review

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.

Book Reviews

"Stop leaving money on the table. Read the book—it is priceless." Verasage

"Reed Holden and Mark Burton’s Pricing with Confidence makes the complex topic of pricing strategy understandable and usable to businesses of all industries and sizes." Edkless

"Pricing with Confidence hinges on the seller understanding of how their product impacts their customer’s business model." Product Bookshelf

"This book is your roadmap through the practical implementation of value-based pricing based on the authors’ real-world experiences." Jkador

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Wisdom to Share

Take Simple Steps to Move from Cost-Plus to Value- Based Pricing Criteria for a Confidence-building Pricing Process.

Pricing occurs at two levels: strategic and tactical.

It is known that when markets mature, they become less responsive to change in price.

Force Your Competitor to React to Your Pricing.

Add New Products and Services that Give You Negotiating Flexibility & Growth.

If products and services add more value for customers than you thought they would, consider increasing prices.

The highest purpose of pricing is to improve profits.

Customers have different agendas for different vendors.

Adjust your offering and selling approach to optimize your advantage.

Some customers are motivated by price alone. Others want, & are willing to pay for, value. Know the difference, so that it can work for you.

All customers say that value is what they most want, but many are bluffing. Some customers are motivated by price alone.

Develop an understanding of a common factor between different customers within a segment.

It is no longer just about price, but about value and price.

By showing that you understand your value and demonstrating that your prices are reasonable given that value, you change the discussion.

Asking customers directly about your prices is an invitation for them to posture. Everyone will agree that your prices are too high.

There is one question that we do not recommend you to ask your customers. And that is, "What do you think of our prices?"

The best insights often come from your feet in the street.

If you can't articulate your value in dollars and cents, you won't get paid for it.

You can't have confidence in your pricing until you have confidence in the value that your offerings create for customers.

One of the root causes that lead to excessive discounting: selling to customers who don't and will never value what you sell.

One of the problems that lead to discounting is salespeople and managers who look for every opportunity to sell something.

The starting point in being confident in your price is being confident in your value.

Just a little bit of arrogance signals the confidence needed to kick the discounting habit.

The best way to dislodge any deep-rooted attitude is to replace it with another.

Using lower prices to go after market share is risky.

Lower prices eat into profits of both companies and customers love a price war.

If you know that your costing systems inflate the true costs, maybe you use market-based pricing.

Setting the optimum price is one of the most difficult decisions managers ever make.

If you hit the optimum price, your customers will be happier, your profits will be higher, and your bottom line will be healthier.

An optimum price is the price that meets the requirements of the buyer and seller.

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Sales professionals now confront the most serious threat to their success. Regardless of their size, industry, country, customer type, nature of the relationship or amount of value they provide, sales professionals are finding that purchasing decisions are increasingly being limited by procurement. The modern procurement function is purchasing on steroids. Where
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Sales professionals now confront the most serious threat to their success. Regardless of their size, industry, country, customer type, nature of the relationship or amount of value they provide, sales professionals are finding that purchasing decisions are increasingly being limited by procurement. The modern procurement function is purchasing on steroids. Where