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　　分類: 图书,进口原版书,经管与理财 Business & Investing ,

作者： Reed Holden ，Mark Burton著

出 版 社：

出版时间： 2008-2-1字数：版次：页数： 208印刷时间： 2008/02/01开本： 16开印次：纸张： 胶版纸I S B N ： 9780470197578包装： 精装内容简介

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。

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 to 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 ten 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 is increased revenues and profits。

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

目录

Acknowledgments

INTRODUCTION Why Pricing Is So Hard and Why Most Companies Mess It Up

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 FlVE Price to lncrease 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 ELGHT Build Your Selling Backbone：Teach Your Sales Force and Managers to Negotiate with Value

RULE NINE Take Simple Steps to Move from Cost-Plus to Value-Based Pricing

RULE TEN Price with Confidence：Remember Who You Are

Index

 

 

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