1. INTRODUCTION: WHY YOU SHOULD READ THIS BOOK AND HOW TO PROFIT FROM IT
Gûí WHY FINDING THE RIGHT PRICE CAN ACCELERATE YOUR PROFITS
Gûí LARGE COMPANIES USE THESE METHODS YOU CAN, TOO.
Gûí HOW TO GET THE MOST FROM THIS BOOK.
2. HOW YOU CAN IMPROVE PROFITS TODAY
Gûí GUIDELINES ON PRESENTING YOUR PRICE
GÇó Selling best better good.
GÇó Don't have too much choice
GÇó Keep your price to the end
GÇó Make the customer open
GÇó Make the buyer work hard
GÇó Sandwich your price between the benefits
GÇó Try to make your price non-negotiable
GÇó The cost penalties of not buying
GÇó Don't squeeze too hard against the weaknesses
GÇó Let the customer win something.
Gûí WHAT IF YOU INCREASED PRICES - WILL HURT OR HELP
GÇó Guidelines to increasing prices
GÇó The power of pricing increase sales versus cut costs or increase prices
3. POSITIONING FOR PRICE AND PROFIT THE ROLE OF THE USP
Gûí Testing your Unique Selling Proposition
Gûí The power of a good USP - examples
Gûí Worksheet to develop a USP
4. VALUE PRICING - HOW TO PRICE ON PURPOSE
Gûí VALUE PRICING IS GǪ Star Trek. Go where no one has gone before.
Gûí THE BENEFITS OF BEING THE PRICE LEADER
Gûí LEARNING TO LOSE A PERCENTAGE OF YOUR BIDS
Gûí THE LOYALTY GAME - Understanding customer behaviour and perceived value
GÇó Price vs Quality vs Service
Gûí VALUE PRICING AND BRANDING
Gûí THE ROLE OF BRANDING THE SCOOTER STORY
5. MARKETING AND SALES - WHERE your PRICING decision becomes REALITY
Gûí Captive product: finding value in linked products and services
Gûí Meeting the price objection - sticker shock
Gûí Sales and promotional pricing - having a sale
Gûí Price discrimination
Gûí On customer behaviour.
Gûí Sales Training
Gûí Learning to lose a percentage of sales
Gûí Selling best, better, good
Gûí Using price structure to motivate sales staff
RESPONDING TO A PRICE WAR
6. OTHER PRICING STRATEGIES
Gûí DIFFERENTAL PRICING the 10 price Strategy
Gûí REFERENCE PRICING - the pool noodle story
Gûí GAIN-LOSS FRAMING AS A PRICING STRATEGY
Gûí NEW PRODUCT INTRODUCTION AND MARKET-SKIMMING
7. MORE PRICING STRATEGIES
Gûí PENETRATION PRICING
Gûí MARGIN PRICING
Gûí DYNAMIC PRICING
Gûí POCKET PRICE BANDING
Gûí BUNDLING AND UNBUNDLING
Gûí THE PRICE WATERALL OR FINDING MORE PROFIT WITHOUT INCREASING PRICES
8. CONVENTIONAL PRICING METHODS AND HOW THEY FAIL
Gûí HOW TO KNOW IF YOUR PRICES ARE RIGHT OR WRONG.
GÇó Do you hate or love your customers?
GÇó You are the price leader or the price follower
GÇó Bids are haphazard or designed to leave no money on the table
GÇó Are you losing or finding new customers faster?
GÇó Your reputation is for high prices OR high prices and quality.
Gûí 5 BUSINESS WRECKERS
GÇó Believing the rumours
GÇó Believing that price is all that buyers use to make a purchasing decision
GÇó Only my labour rate matters
GÇó Stubborn ostriches
GÇó Having no cushion
Gûí PRICING BY FOLLOWING THE CROWD AND HOW THIS LEADS TO MEDIOCRITY
Gûí WAG , SWAG AND STICK ESTIMATING METHODS
Gûí LETTING ACCOUNTANTS RULE costs, margins and the disaster of Wang Labs
Gûí BEING AFRAID TO CHARGE WHAT YOU ARE WORTH - customer driven pricing and how it holds back the Wisconsin wine industry
Gûí UP-CHARGING FOR SUBCONTRACTORS AND HOW IT CAN SINK YOUR BUSINESS.
Gûí BUYING MARKET SHARE a loser strategy unless you are Amazon
9. PRICING FOR YOUR COMPANY BY INDUSTRY
Gûí CONTRACTING being the go-to guy
Gûí RETAILING
néº captive Product, Apple and Qualcomm
néº sales and promotional pricing - HAVING A SALE
néº price discrimination
néº bad customers drive out good customers
néº on keeping customers
néº learning to lose a percentage of sales
néº the winner's curse
néº selling best, better, good
néº using the price structure to motivate sales staff
GÇó responding to a price war
GÇó when to have a sale
Gûí MANUFACTURING
néº the cost of herbies
néº influence of capacity utilization
néº engineering and economic measures
néº output gap measure
Gûí CONSULTING
Gûí SERVICE BUSINESSES
Gûí WORKING WITH PROFESSIONAL BUYERS
Gûí DISTRIBUTION
Gûí PROPORTIONAL PRICE EVALUATIONS
10. START TODAY How to remake your company into a price and profit leader.
Gûí REAP THE BENEFITS OF LEARNING TO SELL YOUR PRICE
Gûí SPEND TIME DEVELOPING YOUR USP AND BRANDING
Gûí PAY OBSESSIVE ATTENTION TO CUSTOMER SERVICE AND QUALITY
Gûí DEVELOP A SYSTEM TO REVIEW YOUR PRICES AND APPROACH ANNUALLY.
Gûí CUT YOUR PRICE WATERFALL COSTS
Gûí BUILD, TRACK AND ANALYZE YOUR DATA. Walmart does it, why not you?
11. UNDERSTANDING PRICING STRATEGY: METHODOLOGY, CONCLUSIONS AND SUMMARY
12. WORKBOOKS
13. CASE STUDIES
Gûí POCKET PRICE BANDING AND CASTLE BATTERY
Gûí TRUCKING COMPANY TURNAROUND AND THE ROLE OF PRICING
