Double Your Price.

Format:

• Book

Author/Creator:

• Falzani, David.

Language:

English

Subjects (All):

• Pricing.
• Strategic planning.

Physical Description:

1 online resource (296 p.)

Edition:

1st ed.

Place of Publication:

Harlow : Pearson Education, Limited, 2023.

Summary:

"This book is about the strategy and tactics of smart pricing. It's for anyone who wishes to understand how pricing works and how to avoid common mistakes, including those due to cognitive bias. Along the way you will discover insights, tools and actionable guidance on how to set and manage prices; when and how to harness higher prices in a beneficial way. This will allow you to understand how to create a value-seeking entrepreneurial culture in your organisation, how to talk about pricing strategy with others and how to get them on board. This book is therefore for business managers, business owners, students and entrepreneurs. More broadly, it's for those who wish to grow a business - whether a new one or an established one - and are interested in how this can be helped by smart pricing. Done correctly, smart pricing can also help avoid the time-consuming and expensive process of raising new investment, such as pursuing bank loans or selling shares to investors, which are otherwise often required for growth. My principal aim in writing this book is to help businesses avoid a critical error that is seen again and again while working with companies, both large and small. That error is underpricing or pricing incorrectly. It's one of the most common failings encountered in early stage enterprises, it's also a mistake many long-established businesses make, and it's a mistake that hugely damages any business's chances of real success. There's often a 'sweet spot' for any price, but whilst prices can be too high or too low, being too low tends to be far more common. In considering how any given price is perceived, companies also often underestimate how important the 'framing' of pricing is. Price is one of the most important factors in determining whether any growing firm survives and thrives, yet the perils of underpricing remain massively unappreciated. This enduring blind spot doesn't just represent a major threat to an individual growth business; by extension, it also jeopardises a country's broader societal and economic health"-- Provided by publisher.

Contents:

• Why you should read this book
• Why underpricing is a key business error
• The enormous influence of price - what is pricing?
• Pricing 101: the basics - plus some surprises
• Why is price so important for growth?
• Price should almost never be 'cost plus'
• Challenging price assumptions
• Unlocking growth: using the internal rate of return
• What happens if you double your price?
• Understanding cognitive bias and behaviour
• Other strategies companies use for price increases
• On the road to success.

Notes:

• Description based on publisher supplied metadata and other sources.
• "Financial Times Publishing" -- front cover.

ISBN:

• 9781292426358
• 1292426357

OCLC:

1499722258