Double Your Price: The Strategy and Tactics of Smart Pricing

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.

Winner of the Sales and Marketing Business Book Awards2024 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 company's ability to reinvest than top line sales growth. But if you don't 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, you'll 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. Judges feedback for Double Your Price from the Business Book Awards 2024:

• "Double Your Price has changed the way the judges think about pricing
• Its easy to navigate, and takes a simple concept and explains convincingly why it should be applied to any business
• It gives compelling strategies to address chronic undercharging, ways to build the value to the customer as well as useful insights on pricing with premium customers in mind
• Well-researched and actionable, the judges were impressed with what they discovered about the psychology of pricing

Auteur
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 IPO'd 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 Saïd Business School, as well as Royal Academy of Engineering's Leaders in Innovation Fellowship and Enterprise Hub overall, supporting over 2,000 companies. David is a Professor at Nottingham University Business School's Haydn Green Institute and has published more than 60 articles and blogs.

Texte du rabat

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 company's ability to reinvest than top line sales growth. But if you don't 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, you'll 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.

Contenu

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