Opening your find
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Opening your find
Every price you charge is a decision. Most businesses let it be a habit - and pay for it every single day. The Right Price is the commercial education nobody gives you: how to price what you sell - products, services, contracts and bids - and how to value what you own, from your machines to your brand to the business itself.
Written by an economist who has priced from every seat - the bank credit desk, the tender room, and the shop counter - it replaces industry folklore with method: plain language, every calculation worked in full with numbers you can copy, and a checklist at the end of every chapter.
Inside, you will learn to: Turn a 1% price improvement into a 10% profit gain - and identify exactly which of your products can take it Find your true costs, including the ones your P&L hides: the cost of money, time and risk Read customers and competitors - and raise prices without fear, using fences, tests and honest psychology Master retail shelves, wholesale tiers, service contracts and maintenance agreements Win tenders at margins that survive the project - the bid/no-bid scorecard, the full cost buildup, and the strategy that decides the final number Handle VAT, sales tax, customs duties, withholding tax and currency in any country you trade Stay on the right side of competition law - with the real cases where businesspeople went to prison Value machines, property, brands and customer relationships the way professionals do Value a complete business - and run the two-year program that can raise its price by half Eighteen chapters.
Twenty-seven working formulas. More than sixty worked examples, real case studies from Adobe, Costco, Zara and Kraft Heinz, seven appendices of worksheets and templates - and one promise: you will never price by habit again.
every print copy includes THREE MONTHS of Right Price Lab Pro - the book's companion pricing app - a $57 value, more than twice the price of the book itself. Claim at rightpricelab.com/book. Pricing
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