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The Transformative CEO: IMPACT LESSONS FROM INDUSTRY GAME CHANGERS by Robert Reiss, Jeffrey J. Fox

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23Dollarize or Die

“Dollarization” translates product benefits and claims into money; into the economic return the customer will receive after investing in the product. Dollarization guides marketers to price new products and application solutions to value, and not price to a target gross margin percentage, or to “meet the competition.” Dollarization enables companies to reduce the risk of raising prices, and to get net positive price increases. Dollarization is an effective selling strategy to overcome the customer objection, “your price is too high.” Dollarization is a tool to get customers to try the product, seek references about the product, and to ask for a product trial or demonstration. Dollarization safeguards innovation, creativity, ...

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