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The dark art of pricing : deliberately pricing for profit / Andrew Gregson.

by Gregson, Andrew.

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Self-Counsel Press, 2019.

Self-Counsel business series.

9781770403154 (pbk.)

Alternate title:

Deliberately pricing for profit

xix, 123 p. ; 26 cm.

"Includes exclusive downloadable forms kit"--Cover.

Issued also in electronic formats.

Introduction : why is pricing important? -- The quick fix -- How to present your new prices (or, how to sell your dream price) -- Pricing for start-ups (and beyond) -- Positioning for price (the role of the unique selling proposition) -- Value pricing -- Pricing and branding -- Pricing strategies based on customer behavior(s) -- The failure of conventional pricing -- Successful pricing strategies -- Retail pricing -- Pricing conclusions and steps to profit -- How to price : a workbook approach -- True-life business scenarios -- Download kit -- Checklists -- Worksheets.

"For many business owners, the process of determining how to price products or services is akin to boiling eye of newt in a cauldron surrounded by wicked witches. But pricing is not magic, any more than selling is magic. The Dark Art of Pricing demystifies pricing for small- to medium-sized businesses. Pricing should be of the utmost importance to business owners because it is possible to use price strategies to engineer a deliberate profit. It is possible to drive sales and cut costs. An accountant can tell you how to cut costs. Sales trainers can help you improve sales. But what is often mostly ignored is pricing, and focusing on price allows you to find that sweet spot where you become the price leader because you are the best in your industry or area, and the go-to company because of the value you offer. Finding the right pricing strategy is, like developing a sales program, work. It takes testing and tweaking. But the "how" and "why" are buried in corporate vaults and academic journals, almost inaccessible to the average business owner."--From publisher.

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