Pricing for Profit: How to Command Higher Prices for Your Products and Services

Table of contents

1. Contents (1/2)
2. Contents (2/2)
3. Acknowledgments
4. Introduction
5. 1 Ignorance Isn't Bliss: It's EXPENSIVE
   1. Costly for You
      1. Lost Revenues: Leaving Money on the Table
      2. Productivity Costs
      3. Wrong Customers
      4. Other Hidden Costs
      5. Staffing Costs
      6. Quality Costs
   2. Costly for Your Customers
      1. Subprime Mortgages
      2. WalMart
      3. American Airlines
      4. The "Big Three" Automakers
      5. Our Lack of Name Awareness
      6. Our Customers Only Care About Price
      7. Our Competitors Won't Raise Prices
      8. We'll Lose Market Share
   3. Executive Summary
6. 2 Know Thyself . . . and You'll Know Others, Too
   1. Selling Styles Mirror Buying Habits
      1. Know Thyself
      2. Apparel
      3. Appliances
      4. Automobiles
      5. Auto Repair
      6. Food
      7. Home Furnishings
      8. Electronics
      9. Business Equipment
      10. Business Supplies
      11. Business Services
      12. Are You a Price Buyer or a Value Buyer?
      13. Confirmation
      14. Sales-Side Confirmation
   2. Nature and Strategy
   3. Know Others, Too
      1. Evaluating and Recruiting Salespeople
      2. Frustration
      3. Wasted Training Dollars
      4. Turnover
      5. Matching Styles
      6. Professional Management
      7. Admired Companies
      8. Sales Experience
      9. Pricing Policy
      10. Productivity
      11. Outsourcing
   4. The High Cost of Low Prices
   5. Executive Summary
7. 3 Elementary School Math: Quantifying Value
   1. Value
      1. Are Things as They Appear?
      2. Are Customer Preferences Constantly Changing?
      3. When Customer Preferences Change, Do Customers Expect the Price to Change?
   2. What Customers Value
   3. Calculating Value
      1. Image
      2. Innovation
      3. Time Savings (1/2)
      4. Time Savings (2/2)
   4. Executive Summary
8. 4 Customers' Delight: Discovering the Value
   1. The Power of Discovery
   2. What Your Prospect Values
   3. The Degree of Interest
      1. Little or No Interest
      2. Some Interest
      3. Genuine Interest
   4. Your Ideal Prospect's Interest
      1. Image
      2. Innovation
      3. Time Savings
   5. Executive Summary
9. 5 Icing on the Cake: Bundling for Greater Profits
   1. What Bundling Can Do for Your Business
      1. Sweetens the Deal for Your Customers
      2. Increases Your Average Sale
      3. Boosts Your Employees' Productivity
      4. Reduces Your Risks
   2. Creating Bundles: Examples and Exercises
      1. Horse Trainer Example
      2. Clothing Purchase Example
      3. Computer Example
      4. Consultant Example
      5. Investment Advisory Example
   3. Executive Summary
10. 6 Avoiding No: Using Options to Close the Sale
    1. Offering Options
       1. Education
       2. Budget Considerations
    2. Delineating Options (1/2)
    3. Delineating Options (2/2)
    4. Pricing the Options
       1. Consulting Example: Value Calculation
       2. Consulting Example: Price Calculation
    5. Deciding to Sell Up or Down
       1. Retail Product Sales: Home Theater Systems
       2. Business Loans: Increasing the Close Rate (1/3)
       3. Business Loans: Increasing the Close Rate (2/3)
       4. Business Loans: Increasing the Close Rate (3/3)
    6. Executive Summary
11. 7 Value as a Marketing Tool: Attracting the Right Buyers
    1. Attracting the Right Buyers
       1. Understanding the Value You Provide
       2. Crafting Messages That Have Meaning for Your Buyers
       3. Using Language That Conveys Your Value (1/2)
       4. Using Language That Conveys Your Value (2/2)
       5. Avoiding Price Language That Diminishes the Value You Provide
       6. Creating an Effective Call to Action
    2. Gaining Experience with Marketing Messages
       1. Horse Trainer: Attracting the Right Buyers
       2. Clothier: Attracting the Right Buyers
    3. Executive Summary
12. 8 The Value Trap: Avoiding the Pitfalls of Change
    1. Identifying Pitfalls
       1. Customer-Directed Change
       2. Competitor-Directed Change
       3. Self-Directed Change
       4. Technology-Directed Change
    2. Avoiding Pitfalls
    3. Executive Summary
13. 9 The Economy: It Just Doesn't Matter!
    1. Why the Economy Doesn't Matter
    2. The Right Way to Lower Prices
    3. Executive Summary
14. 10 Make More, Work Less
    1. Bigger Isn't Better
    2. Avoiding Price Competition
    3. Executive Summary
15. Notes
16. Index
    1. A
    2. B
    3. C
    4. D
    5. E
    6. F
    7. G
    8. H
    9. I
    10. K
    11. L
    12. M
    13. N
    14. O
    15. P
    16. Q
    17. R
    18. S
    19. T
    20. U
    21. V
    22. W