Table of Contents

Replace the Discounting Habit with a Little Arrogance: The best way to dislodge any deep-rooted habit is to replace it with another.

Understand the Value You Offer Your Customer: How can customers be expected to understand your value if you don’t?

Apply a Simple Pricing Strategy: When to price high, when to price low, and a strategy for everything in between. 

Play Better Poker with Customers: Learn to love your price buyers but play better poker with your poker players.

Price to Increase Profits: The only effective thing that better pricing should accomplish for companies is to increase profits. 

Innovate for Growth: When your products are regarded as commodities, add services to differentiate products and prop up prices.

Get Your Competitor to React to You: Smart players know they don't have to participate in a competitive pricing death spiral.

Build Selling Backbone: The best pricing strategy will fail unless salespeople and managers have backbone in the selling process and the ability to defend it.

Take Simple Steps to Move from Cost-Plus   to Value-Based Pricing : There is nothing wrong with cost-plus pricing as long as it does a good job of leveraging the financial value you create for customers.

Pricing with Confidence: Remember Who You Are : Shift the negotiation to how you provide concrete results for your customers.