Double Your Price: The Strategy and Tactics of Smart Pricing

Description

Double Your Price is your practical, accessible guide on the theory, strategy, psychology, and execution of pricing. With useful tools, and clear, realistic guidance on how to leverage pricing to drive business success, you’ll be able to answer the following questions for your business or product:  

1. Why is price so important for success?
2. Why under-pricing is a key business error 
3. Pricing 101: the basics – plus some surprises 
4. Why price should almost never be ‘cost-plus’ 
5. Value and price: how the relationship is changing 
6. Unlocking growth: would you like a bank account that pays 25% interest? 
7. Doubling your price: Price as an agent of growth 
8. Framing and priming: they’re all around us 
9. Other strategies for pricing 

• Can you double your price? 
• Increasing differentiation: The role of brand 
• Real price is not equal to stated price 
• Money on the table: pricing menus, on-sell and up-sell 
• Day rate vs total 
• Use bundling 
• Establishing multiple price points and pricing runways 
• Managing over-demand 
• Get premium customers to self-identify 
• Carry out experimental ‘tests’ in the market 
• Using framing and priming 
• Remember to revisit price often, if not continuously 

10. On the road to success

“This book is a must read for anyone considering pricing for their products.  With price often neglected in the rush for growth, Falzani highlights the long-term implications for cash, margins, profitability and ultimate value of the company, as well as providing a toolkit to address the thorny issue of pricing.” Dr Andy Phillipps, Co-founder of Booking.com

“One of the biggest challenges start-ups face is defining a route to market for innovative products and services. Understanding pricing lies at the heart of a successful commercialization strategy and this book provides an excellent basis for decision making. David Falzani takes the reader from the fundamentals of pricing all the way to the impact of subtle pricing changes on the success of the business. An essential read for entrepreneurs.” Simon Barnes PhD, Managing Partner, Tate & Lyle Ventures LP

“At last, a practical book on pricing. I enjoyed it so much I read it in one sitting, and think it’s essential reading for every start up or large corporate alike.” Henning von Spreckelsen, Management Board, Small Business Charter and Fellow, Royal Academy of Engineering

“This is a must-read for any business owner who wants to succeed and create a sustainable business.  Professor Falzani is a regular contributor to our readers and this book reflects the wealth and depth of valued business insight and wisdom he has to share.” Christina Lattimer, Founder of People Development Magazine

“The most exciting book on pricing I have read. If you’re feeling nervous about setting prices, this practical book will help you make better pricing decisions and avoid typical mistakes so companies can be profitable, reinvest and grow sustainably.” Steve Cleverley PhD, CEO, Oxentia Ltd (a spin-out of Oxford University Innovation)

“Price is the most often neglected of the 4 Ps of marketing – this book finally fixes that.” Michael Hughes MBE, Founder, Silicon Valley Internship Programme, and Co-Founder, LoopUP

A practical, accessible guide on the theory, strategy, psychology, and execution of pricing. With useful tools, and clear, realistic guidance on how to leverage pricing to drive business success.

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