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Double your Price: The strategy and tactics of smart pricing de David Falzani

Double your Price: The strategy and tactics of smart pricing: FT Publishing International

Autor David Falzani
en Limba Engleză Paperback – 14 sep 2023
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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Specificații

ISBN-13: 9781292426341
ISBN-10: 1292426349
Pagini: 256
Dimensiuni: 139 x 216 x 20 mm
Greutate: 0.32 kg
Editura: Financial Times Prent.
Seria FT Publishing International

Notă biografică

Professor David Falzani MBE is a serial entrepreneur, business consultant and non-executive director. He began his career as an engineer at IBM, before joining a Silicon Valley style start-up, Madge Networks, which grew from 240 employees to 2,000 in 3 years and IPOd on the NASDAQ. This experience led him to study for an MBA at The Wharton School (USA) and SDA Bocconi (Italy).
He has been a mentor and/or trainer for growth programmes at Nottingham University, and Oxford University Sa�d Business School, as well as Royal Academy of Engineerings Leaders in Innovation Fellowship and Enterprise Hub overall, supporting over 2,000 companies. David is a Professor at Nottingham University Business Schools Haydn Green Institute and has published more than 60 articles and blogs.

Cuprins

  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: theyre 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

Descriere

Getting your pricing strategy right is the difference between sustainable growth, investing in product development, and happy, engaged customers and stakeholders. 

Harvard Business Review research shows that pricing has almost 4 times as much influence on a companys ability to reinvest than top line sales growth. But if you dont understand the psychology of pricing, having the wrong price can undermine your chances for success.  

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, youll be able to answer the following questions for your business or product:  

  • How much should we charge for our product or service?  
  • How much are our customers willing to pay?  
  • If we increase our price, will we lose customers?  
  • How can setting prices help us cover our costs?  
  • What are the benefits of a pricing strategy?  
  • Will increasing or decreasing prices help my business to succeed? 

Covering how pricing works, how to avoid cognitive bias, how to convince others, and many different pricing strategies, Double Your Price includes a practical set of insights, tools, and actionable guidance, and a Foreword by Lord Sainsbury.

A well-designed and progressive pricing strategy is one of the most powerful tools available to businesses. Get yours right.