Smarter Pricing: How to capture more value in your market

Upwards, not downwards

Some of your prices are too low.

Some customers would pay more, and there are times and places where you could charge more. Of course none of your customers will tell you this, though they are all too ready and eager to tell you when your prices are too high.

In the meantime, your competitors harangue your customers with promises of lower prices, and besiege you with price wars. On a daily basis, the media challenge profitable businesses and train their audiences to be price-sensitive bargain hunters.

All this price pressure goes one way: downwards.

There is another way. This book is aimed in the other direction, helping to move your customers and your business upwards. It will help you to understand the value delivered ...