This book excerpt focuses on the importance of pricing in achieving business success and growth. It argues that underpricing is a common business error, and that companies should actively manage their pricing decisions, not just react to pressure. The book explores various strategies companies use to increase their prices, both overtly (like simply raising prices) and covertly (such as bundling products or introducing emotional value). It also highlights the importance of understanding customer psychology and using cognitive biases to your advantage when setting prices. The author encourages readers to consider how these pricing strategies can be applied to their own businesses to achieve higher profitability and long-term success.

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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