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Setting Profitable Prices: A Step-by-Step Guide to Pricing Strategy--Without Hiring a Consultant, + Website by Marlene Jensen

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Preface

Setting Profitable Prices is a handbook that will guide you step-by-step to setting an optimal—profitable—price.

It is written for marketers, business owners, CFOs, and CEOs—anyone who needs to price a product or service. It is also for those who don’t have the budget to hire a pricing consultant to advise them. A pricing consultant with a budget to do research for you will probably provide a more profitable price than you can yourself—even with this book. But a pricing consultant will cost anywhere from $10,000 up to hundreds of thousands of dollars. Plus $10,000 or more in research costs.

This handbook will walk you through steps a pricing consultant will use—steps you can take yourself to save the money. By following these steps, you should come up with a price that will produce far more profits than the average company without a pricing consultant. How do I know this? Because surveys show that most businesses use cost-plus pricing. In Chapter 2 you’ll learn why this is a disaster for profitability. The next most used method is competitive pricing—another profit-killing method. Again, Chapter 2 will show you why.

This handbook will take you through the steps a pricing consultant will use in determining your optimal price. It won’t include all of their steps—it won’t do research for you!—but it will move you far closer to optimal than you can get without it.

Best of all, you get this profit advantage for the cost of a few hours of your time and the (ridiculously low!) ...

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