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No B.S. Price Strategy: The Ultimate No Holds Barred Kick Butt Take No Prisoner Guide to Profits, Power, and Prosperity
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No B.S. Price Strategy: The Ultimate No Holds Barred Kick Butt Take No Prisoner Guide to Profits, Power, and Prosperity
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Overview
Kennedy and Marrs disclose little-known revelations about the power of pricing including:
- The 9 ultimate price and fee failures
- The trick behind discounting without devaluing
- The 5 price-related propositions to be concerned with
- The million-dollar secret behind “FREE”
- How to win price wars with competitors
- Includes access to price strategy support tools at www.simplepricingsystem.com
- Covers pricing strategies specific to recessions
Product Details
ISBN-13: | 9781599184005 |
---|---|
Publisher: | Entrepreneur Press |
Publication date: | 06/01/2011 |
Series: | No B.S. |
Pages: | 242 |
Product dimensions: | 5.90(w) x 8.90(h) x 0.70(d) |
About the Author
Table of Contents
Preface
Price, Profit, Power, and Prosperity ix
About the Authors xix
About the Guest Contributors xxi
Section 1
Chapter 1 Price and Fee Failures Dan Kennedy 3
The Ultimate Failure 5
Chapter 2 Discounting Without Damage Jason Marrs 9
Free as The Enemy? 13
Can Free Be Your Ally? 18
Two Things You Should NEVER Do. 20
Chapter 3 If and When You Discount, Get Quid Pro Quo Dan Kennedy 23
Money at a Discount 25
The Something-In-Exchange Split-Test 26
Chapter 4 The Nasty Cancer of FREE Dan Kennedy 29
Chapter 5 How to Compete With Free Jason Marrs 37
So What Should You Do? 40
Chapter 6 When FREE Is a Business, Not Just a Price Strategy Darin Spindler 45
There's a Third, Superior Type of Advertising 46
How You Can Do It Too 48
Chapter 7 Antidotes to Commodity Thinking Jason Marrs 51
How To Conquer the #1 Enemy of Maximum Profitability: Commoditization 58
Just Because You Can Does Not Mean You Should 61
Discounters Happy Being Commoditized Are Not All Bad 63
The Secret of the Living 64
Yes, Everybody in Marketing Points to Starbucks … 66
The Dynamic Power of Radical Individualism 67
Chapter 8 The Power of Preeminence as Price Strategy Dr. Barry Lycka 73
Approach 1 The Hawaiian Fisherman's Method 75
Approach 2 The Triangle of Pre-Eminence 76
Chapter 9 B2B Price Wars and The Way of the Warriors Who Win Dan Kennedy 79
Chapter 10 Breaking Free of the Price-Product Link Dan Kennedy 89
Chapter 11 The Power of Pre-Determination Dan Kennedy 101
Chapter 12 The Secret to Price Elasticity Dean Killingback 107
Who Is Your Best Customer? 108
Chapter 13 The Making of Propositions Dan Kennedy 113
Five Kinds of Propositions 115
Chapter 14 The Place Strategy That Easily and Automatically Supports Premium Prices Dan Kennedy 125
Isn't There Something "Wrong" with This? 131
Chapter 15 How "The Company You Keep" Can Impact Price Dan Kennedy 137
Chapter 16 The Deadly Trap of Bad Economics Dan Kennedy 145
Chapter 17 How Do You Set Your Prices? Jason Marrs 159
1 WAG 160
2 Industry Norm 161
3 Client-Dictated Pricing 163
4 Cost-Plus Pricing 164
5 Target Return 166
Why Static Prices Are Impossible 167
Objectives of a Particular Price Point 168
Sequential Skimming 170
Penetration Pricing 171
Chapter 18 Why Not Charge People to Buy From You? Dan Kennedy 177
Chapter 19 When Is Abusive Pricing Smart? Dan Kennedy 183
Pregnant Question 1 185
Question 2 186
Question 3 186
Chapter 20 Beware of Staff Sabotage of Price Strategy Jason Marrs 195
Break the Negotiating Addiction 200
The Easiest Way to Protect Price and Profit Strategy Is … 201
Get on Board or Get Out 203
Chapter 21 A Jury of Four But Only One Decides Fate Dan Kennedy 207
Chapter 22 Price in Recessions Dan Kennedy 211
Theories About the Death of Salesmanship 219
Section II Samples
Chapter 23 Sample Advertising and Marketing Materials from Jason and Isa Marrs' Practice 223
Section III Resources
An Offer from Jason Marrs 233
An Offer from Dan Kennedy 234
Other Books by Dan Kennedy 235
Index 237