Pricing with Confidence : 10 Ways to Stop Leaving Money on the Table.
Mark R. Burton
Bok Engelsk 2008 · Electronic books.
| Omfang | 1 online resource (242 pages)
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| Utgave | 1st ed.
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| Opplysninger | Intro -- PRICING WITH CONFIDENCE: 10 WAYS TO STOP LEAVING MONEY ON THE TABLE -- CONTENTS -- ACKNOWLEDGMENTS -- INTRODUCTION: WHY PRICING IS SO HARD AND WHY MOST COMPANIES MESS IT UP -- You're the Salesperson -- 10 Rules of Engagement -- Rule One: Replace the Discounting Habit with a Little Arrogance -- Rule Two: Understand the Value You Offer to Your Customer -- Rule Three: Apply One of Three Simple Pricing Strategies -- Rule Four: Play Better Poker with Customers -- Rule Five: Price to Increase Profits -- Rule Six: Add New Products and Services that Give You Negotiating Flexibility and Growth -- Rule Seven: Force Your Competitor to React to Your Pricing -- Rule Eight: Build Your Selling Backbone -- Rule Nine: Take Simple Steps to Move from Cost-Plus to Value-Based Pricing -- Rule Ten: Price with Confidence: Remember Who You Are -- What Is Your Pricing Purpose? -- Yes, but We Need to Meet the Numbers -- Cycles of Desperation -- The White Horse Syndrome -- A Fool's Game -- Do You Understand Your Value? -- Price versus Value Focus -- Don't Bomb Your Competitors Back to the Stone Age -- Tough Sales Negotiations -- The Customer Is Not Always Right -- Rule One: Replace the Discounting Habit with a Little Arrogance -- If You Don't Think You Can Control Price Discounting, You're Right -- Who Gets and Gives Price Discounts? -- Be Willing to Fire Unprofitable Customers -- How Effective Are Your Price Discounts? -- Control Discounting with Rules of Engagement -- Notes -- Rule Two: Understand the Value You Offer to Your Customer -- Winning the Pricing Game -- The One Definition of Value that Matters Most -- Adopting a Value Mindset -- Why Talk to Customers about Value? -- Customers Want to Talk about Value -- How Does the Customer Get Financial Value from the Use of the Offering? -- Overview of the Process -- Preparing for and Conducting the Interview.. - The Nuts and Bolts of Bundling -- Don't Bungle the Bundle! -- Final Thoughts -- Notes -- Rule Seven: Force Your Competitor to React to Your Pricing -- The Problem of Market Elasticity -- A Pricer's Dilemma: Learning the Pain of Decreasing Price in a Mature Market -- Developing a Competitive Information System -- Take the Six Steps -- Step 1. Improve Understanding of the Environment -- Step 2. Determine Pricing Strategy -- Step 3. Develop Communications Policy -- Step 4. Determine What to Say -- Step 5. Determine What to Do -- Step 6. Monitor Results and Improve the System -- Building the Global Chessboard -- Rule Eight: Build Your Selling Backbone -- It's Easy for You to Say -- The Selling Problem -- Prepare for Tough Negotiations -- Step 1: Conduct Value Analysis -- Step 2: Conduct Buying Center Analysis -- Step 3: Evaluate the Likely Buying Behavior -- Step 4: Determine Your Coverage Strategy -- Step 5: Offering Development -- Step 6: Develop the Primary Negotiating Approach -- Step 7: Determine the Expected Customer Response -- Step 8: Develop a Secondary Negotiating Strategy -- What about RFPs? -- Notes -- Rule Nine: Take Simple Steps to Move from Cost-Plus to Value-Based Pricing -- The Ultimate Objective -- The Two Levels of Pricing -- The Pricing Maturity Model -- Criteria for a Confidence-Building Pricing Process -- A Coherent Pricing Strategy -- Repeatability -- Visibility -- Scalability -- Process -- People -- Technology -- Accountability -- Standardization -- Final Thoughts -- Rule Ten: Price with Confidence: Remember Who You Are -- Support the Value Leader -- A Process of Discovery -- Sales' Role in Customer Value -- Why Most Companies Fail -- Go on a Value Hunt -- Confidence in Value Breeds Confidence in Pricing -- Notes -- INDEX.. - What to Do with the Results of Your Conversations -- Creating High-Impact Value Propositions and Sales Tools -- Better Value Propositions and Customer Targeting -- Rule Three: Apply One of Three Simple Pricing Strategies -- The Three Basic Pricing Strategies -- Skim Pricing -- Neutral Pricing -- Penetration Pricing -- How to Choose a Pricing Strategy -- The Role of Value in Pricing Strategy -- Pricing through the Product Life Cycle -- Introductory Markets -- Growth Markets -- Mature Markets -- Declining Markets -- Be Prepared to Change -- Pricing Strategy for Capital-Intensive Businesses -- Pricing Strategy for Businesses with High Up-Front Costs -- The Competitive Landscape and Pricing Strategy Options -- Final Thoughts: Be Prepared to Change Your Strategy -- Notes -- Rule Four: Play Better Poker with Customers -- Price Buyers -- Value Buyers -- Relationship Buyers -- Poker-Playing Buyers -- How to Identify a Customer's Behavior -- Watch for Customers Who Behave as Price Buyers -- Purchasing Agent Tricks to Get You to Cut Your Price -- How to Respond to Each Behavior -- The Importance of Trust -- Play Better Poker -- Services Are Not a Commodity -- Notes -- Rule Five: Price to Increase Profits -- Move from a Revenue to a Profit Focus -- Efficiency First -- The Cost of Average Costing -- Price Like the Airlines- Almost -- Dumbbell Pricing -- Using Price to Control Utilization -- Rule Six: Add New Products and Services that Give You Negotiating Flexibility and Growth -- The Problem with Using Pricing to Drive Growth -- Innovate for Growth, Price for Profits -- The Basics of a Good Offering Structure -- Core Offerings -- Expected Offerings -- Value-Added Options -- The Critical Role of Services and Solutions -- Developing Services and Solutions to Create Pricing Leverage -- Why Good Fences Make Good Neighbors -- The Final Piece: Bundling.. - Bad pricing is a great way to destroy your company's value, revenue, and profits. With ten simple rules, this book shows you how to deliver both healthy profit margins and robust revenue growth while kicking the dreaded discounting habit. The authors destroy the conventional wisdom that you have to trade margins for revenues and show you how to fully exploit the value your company offers customers. This is a proven plan for increasing sales without sacrificing profits.
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| Emner | |
| Sjanger | |
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| ISBN | 9780470259238
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