This final excerpt from the book Double Your Price by David Falzani provides a comprehensive guide to understanding and effectively utilising pricing as a tool for business growth. The book challenges the traditional notion of cost-plus pricing, arguing that focusing on customer value and actively managing price is crucial for businesses of all sizes, particularly innovative and high-growth companies. The author explores various pricing strategies, including value-based pricing and emotional value, highlighting the importance of market experiments and customer-centric thinking. Falzani also investigates cognitive biases in pricing decisions and provides practical advice on how to overcome common under-pricing errors, offering specific strategies for price increases and continuous value management. The book concludes by emphasising the need for proactive pricing analysis and a focus on achieving a sustainable competitive advantage through intelligent pricing practices.

Double Your Price: The Strategy and Tactics of Smart Pricing - Winner of The Sales & Marketing Book 2024, Business Book Awards.

https://www.amazon.com/Double-Your-Price-Strategy-Tactics/dp/1292426349/

https://www.amazon.co.uk/Double-Your-Price-Strategy-Tactics/dp/1292426349/

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