Pricing with Confidence

I liked this book a lot. I thought it was well outlined and well written. The book's overall message is that the small business owner should link prices to the value delivered. The reader should be able to optimize pricing for her services or products after considering the 10 rules of pricing presented in this book: 1. Generally, don't let the customer talk you down in price 2. Price your service or product at a level that a customer is willing to pay if they understand the value of your service or product 3. Know which of three pricing strategies you are using and stick to it 4. It's OK to negotiate price with customers, but make sure you win 5. It's OK to lower prices, but only in order to increase profits 6. Expand your offerings so you aren't locked into one price for one product 7. Great pricing will often force your competition to react to your pricing 8. Your company's sales force has to be expert at why and how you priced your services or products 9. Set prices based on value - not on cost-plus 10. Always keep in mind you are in business to make a profit without leaving money on the table I loved the instruction that the author provides regarding how an owner of a small business has to be willing (and able) to fire unprofitable clients and customers. Business people who compete on price are playing a fool's game. Smart business owners understand that value is the basis for business exchange and that to be successful at business one must FULLY understand value. This book puts forth a pretty good effort to help the reader fully understand value, or at least how to go about fully understanding value after doing a little investigation and research of the market. Pricing goods and/or services is far from simple. And setting an optimal price is one of the most difficult decisions to make when starting a business. Furthermore, as a business grows and matures pricing at an optimal level continues to be difficult. Prices never stay the same because demand never stays the same. To do this well one must know the market (competitors & customers), know the costs, know the perceived value, and know the actual value. Getting a handle on all this is not particularly easy. This is especially true because customers are often times very hard to figure out. Some are price buyers, some are value buyers, some are relationship buyers, and some are poker-playing buyers. Knowing these four types of buyers is a heads up for the small business person. But he or she still has to read the customer and figure out which one of these four the customer is before negotiations can be performed in favor of the seller. Read this book and start on your path of being a better pricer of your services or goods. 5 stars!

As a practioner of pricing for a major firm, I have had the great fortune to directly benefit from the wisdom of Reed Holden and Mark Burton as both a client and student of theirs over the past several years. The benefit to my knowledge and understanding of the pricing discipline, and my company's ultimate benefit from implementation of this knowledge has been one of the best investments we could have made. Reed and Mark have assembled their vast knowledge and experience into this enormously useful book, which is one of the easiest reads I have ever come accross. I can't overstate the importance of the style in which this book was written, as it flows far more naturally and provides greater comprehension than even the "...For Dummies" tomes. Their concise, easy to use approach does not underestimate the task at hand for practitioners of their pricing principles. However, they do an outstanding job of separating the noise from the true core pricing issues that managers need to devote their ever scarce resources to in their quest to improve their company's profitability. Through their academic and professional lives, Reed and Mark have compiled the credentials to become experts in the field of pricing, and have supported those credentials in the only manner that counts - with successful solutions for their clients. With this book, anyone with even the smallest interest in pricing as a discipline can develop measurably better approaches for their businesses.

The book offers a key advice to managers: understand the full value of your offering before you negotiate on price. I teach Pricing at Thunderbird, Global School of Management and do highly recommend this book.

The American writer Alfred Kazin remarked that "One writes to make a home for oneself, on paper, in time and in other's minds." Well, Reed Holden certainly has had a place in my mind since I first read him back in October 1998. His book, co-authored with Thomas T. Nagle, The Strategy and Tactics of Pricing (STP) is a seminal work, adorning the bookshelves of anyone who takes pricing seriously. With this influential book, Holden and Nagle are probably more responsible than any other individuals for putting pricing on the organizational charts of companies around the world. I was fortunate enough to receive an advance copy of Reed Holden and Mark Burton's new book, Pricing With Confidence, spending a couple of days after the New Year absorbing its many lessons. Of course, there is no possible way to do justice to this work in such a short space, so instead I will simply share with you some of the more brilliant insights that struck me like a thunderbolt. In addition to a brief synopsis of the Ten Rules of Engagement, the Introduction starts out with a discussion of the pricing death spiral, a never-ending process whereby the buyer continuously gets the seller to offer more and deeper discounts. A process, the authors teach, with no winners, only survivors. The Ten Rules offered in the book are effective strategies to counter this trap--along with capturing more of the value a company creates. The Introduction also contains a discussion on "What Is Your Pricing Purpose?" offering this advice: "In Reality, pricing is far from simple. Setting the optimum price is one of the most difficult decisions managers ever make." Amen. This statement recognizes that pricing is not a science, it is an art; but it's also a skill, meaning the more we do it, the better we get. The authors also suggest that the highest purpose of pricing is to increase profits. The summary of Rule Two proffers this sage advice: "You can't have confidence in your pricing until you have confidence in the financial value that your offerings create for customers. Even though many managers are convinced they can't get this information, the reality is that most of your customers are eager to tell you. All it takes is asking the right questions and being willing to listen." Yet how many firms truly understand this? It's much easier to sit around and lament the fact that what they sell is increasingly a "commodity," complaining about the procurement process, and whining that customers simply don't understand the value they create. But that's the cowardly way out, shifting blame and responsibility onto others. If companies themselves don't take responsibility for comprehending, communicating, creating, convincing and capturing value, who will? How can you change something if you don't accept responsibility for the underlying causes? The discount habit--what they label discount creep--is usually the result of either selling to customers who don't value what is offer

Often books written by pricing consultants look at situations and tell the reader "what is possible". Many of these books should have a disclaimer saying "consultants not included" since many times the only way to get results is by hiring consultants. While those books are rich on methodologies, analyses and frameworks, they are poor on answering the question "So what should I do first thing tomorrow?" That is where Pricing With Confidence comes in. Reed Holden, one of the pricing community's thought leaders has authored a new book along with Mark Burton, co-founder of Reed's new consulting organization, Holden Advisors. General Managers and people in pricing functions will find this book valuable for several reasons. First, the authors offer, as they say, ten ways to stop leaving money on the table. Second, the suggestions are immediately actionable without consultants. Third, they will bolster your confidence that, with some intestinal fortitude, change is possible. The book chapters are devoted to each of the ten ways to stop leaving money on the table. The writing is down-to-earth and easy to read (and, even more important, easy to understand). For those readers who may want to skim the book, they would be well advised to read the introduction that contains an excellent summary of the ten chapters. This book deserves bookshelf space for people who want to find ways to improve their company's financial performance and are willing to make the necessary incremental changes. There is no silver bullet or magic in Pricing With Confidence. It is a straightforward book that proves, once again, that 80% of success is just showing up (and doing a few things right.)