Pricing for Profit

Author Dale Furtwengler teaches businesses that they can command almost any price they choose by focusing on the value--not the cost--to the customer. Pricing for Profit shows businesspeople how to break out of the stranglehold of industry pricing and earn compensation that matches the true value of the product or service being offered. Readers will learn how to: quantify the value of their products or services; distinguish between price buyers and value buyers; bundle their offerings for competitive advantage and increased customer value; and craft a powerful marketing message that communicates value. The low price that small businesses feel compelled to offer limits their ability to generate profits which, in turn, slows their response to changing customer needs. Filled with easy-to-use formulas, sample scripts, clear examples, instructive exercises, and more, this accessible and practical guide is a must-read for businesspeople who want to generate more unit sales, close more sales overall at higher prices--and make more of the money they deserve with less unnecessary effort.