Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table

Face facts: Customers have never met a price they liked. And they will use every trick in the book to get you to lower your prices and give up profits. The typical business response is to discount, discount, discount – resulting in less revenue and lower profits.

In Pricing with Confidence, pricing gurus Reed Holden and Mark Burton offer a radically different solution – one that actually builds revenues and profits without lowering prices.. The key? Linking prices charged with the value delivered. The real trick is to bring people from marketing, product development, sales and senior management into the process of discovering and defending the value you create for customers.

Holden and Burton show you how you can get everyone in your firm to feel 100% confident in your pricing– no matter what customers are saying or how fierce the competition. By following the 10 simple rules outlined in Pricing with Confidence, you will be able to hold steady or even raise prices while your customers experience increased value for every dollar they spend. The result? Increased revenues and profits.

Pricing with Confidence is a roadmap for senior leadership in sales, marketing, finance and pricing to work together to outperform competition. Pricing with Confidence is organized into ten simple and practical rules to help senior leaders tackle rampant price discounting, negotiate with poker-player like customers and protect the value a company works so hard to create.

PodCast Series
Maximizing Marketing's Influence : The New Marketing Rules
Reed_Holden Reed Holden discusses the current state of pricing services and how services marketing can build sales and pricing effectiveness. Listen to podcast.

Survival pricing for the 2nd worst economy in the history of the country: Pricing with Dignity More...

Test Your Pricing Quotient: More...

Special Podcast
Reed_Holden Preparing for a Return to Growth

Listen to this podcast .

Join Dr. Reed Holden as he discusses ways to recover your value and price as the market prepares for a return to growth. More...

Listen to Podcasts

"Each time I picked up the book to read a chapter, it prompted new thoughts & ideas regarding how to think differently about pricing. I believe the book will challenge front-line salespeople, those in supporting functions (e.g. finance, marketing) and general managers to look differently at 'how they price' vs. 'what's the price.'"

John Sleeting
Finance VP, GE

"Great read! Right from the first pages of the introduction, you begin to nod your head and agree with what is being said. Whether you are a sales person, part of the executive team, or working in the pricing department, the ten rules apply to everyone in any company. It is a must read for everyone just to stay ahead of the game and to win."

Denise Hansard
Director of Pricing,
Health Care Market
Business within
Thermo Fisher Scientific

“In Pricing with Confidence, Reed K. Holden and Mark Burton provide 10 straight-forward pricing rules applicable to virtually all organizations large and small. They are truly two of the leading strategic pricing thinkers today. Together they lay out essential information that can be put into action immediately.”

Michael Twamley
Vice President of Finance, Standard & Poor’s

“Pricing with Confidence is a must read for any business executive or manager with P&L responsibility. This book demonstrates the ability to simplify the complex world of product pricing, in any size business, through the use of real world examples. The long term impact to profitability and competitiveness through the implementation of the approaches outlined in this book is significant.”

Lewie Miller
President, Sant Corporation

"Many companies focus on creating value for their customers, but they don’t necessarily get all they deserve. The reason? They don’t Price with Confidence! This book shows how. However, equally important, it clearly defines when not to pull the pricing trigger. It’s an engaging book chock-full of actionable insights to drive profitable revenue growth.”

Bob Cross
President,
Revenue Analytics

"Pricing with Confidence not only educates you on how to derive the winning price, it educates the company on how to make smart pricing a part of the organization's playbook."

Judith Weiss

“Whether you think times are tough or terrific, there is something in this book for every company that will lead to better results. The ROI on this book will be better than any other investment if you make the time to apply the ten rules for pricing with confidence.”

Andrew Slusher
Vice President,
YRC Worldwide

"This book deserves bookshelf space for people who want to find ways to improve their company’s financial performance and are willing to make the necessary incremental changes. There is no silver bullet or magic in Pricing with Confidence. It is a straightforward book that proves, once again, that 80% of success is just showing up (and doing a few things right)."

Jim Geisman
Founder, SoftwarePricing.com

"Stop leaving money on the table. Read the book—it is priceless."

Ron Baker
Verasage Institute

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