This excerpt from David Falzani's book, "Double Your Price," argues that pricing is the most crucial factor for business growth, even more so than increasing sales. It highlights research from Harvard Business Review and McKinsey that demonstrates how a small price increase can lead to a significant rise in profit and cash generation. The text emphasizes that a company’s price sends a message to customers about its quality and effectiveness, and it argues that under-pricing can create a vicious cycle of low profits and limited reinvestment. The author explores the relationship between price, profit, and working capital, explaining how a higher price can lead to increased cash flow, which is essential for funding the working capital required for business expansion. The excerpt concludes with practical exercises to help readers assess their own price leverage and working capital cycle, encouraging them to prioritize price as a driver of growth.

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

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

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

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