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Millionaire maker Dan S. Kennedy and pricing/marketing strategist Jason Marrs empower small business owners to take control of their profits by taking charge of the source: their price. Entrepreneurs are dared to re-examine their every belief about pricing and take a more creative, bold approach, using price to their extreme advantage and allowing them to be as profitable as possible. Liberating small business owners from all fear and timidity toward pricing, Kennedy and Marrs teach small business owners uncover how to avoid the 9 ultimate price and fee failures including excess concern about competitors’ lower prices, attracting customers who buy by price, and not offering premium pricing options. They also reveal how to discount without damage, the secret to price elasticity, how to break free from the price-product link, and, most importantly, how to set prices for the greatest profits. • 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
- Sales Rank: #324236 in Books
- Published on: 2011-06-01
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .53" w x 6.00" l, .77 pounds
- Binding: Paperback
- 288 pages
About the Author
DAN S. KENNEDY is a multi-millionaire serial entrepreneur with past and present interests in diverse businesses. He is a strategic advisor, marketing consultant and coach with a cadre of private clients ranging from exceptionally ambitious entrepreneurs to the CEO’s of companies as large as $1.5-Billion.
JASON MARRS is an intense innovator and pricing/marketing strategist who coaches entrepreneurs and professionals in overcoming price reluctance and resistance.
Most helpful customer reviews
46 of 51 people found the following review helpful.
Great on pricing philosophy, not great on implementation
By Experienced seminar leader
This book has the fierce arguments for a courageous pricing approach that one would expect from Dan Kennedy. However, I purchased the book hoping it would help me decide on pricing for an upcoming event. No go.
There is a story in the introduction about the Harrisons being about to price a new event at $2000 and Kennedy not only arguing with them but also putting money down on the claim that he (Kennedy) could make a go of it at $10,000 a head. It turns out that the event sold out at $4500. Yet all of us know people who have priced something high and had no one sign up.
Nowhere in the book is there any kind of checklist or discussion of how someone can reasonably well know, apart from being brave or chicken, whether or not the market will bear a certain price - or whether you can engineer it to do so. Nowhere is it discussed with sufficient clarity what else you have to have in place to be able to successfully charge premium prices.
All in all, this book will get you thinking about your pricing but it doesn't explain how to satisfy the wondering. Of course, you can test, but there is a huge opportunity cost (and cost in hard cash) if you test and fail.
29 of 33 people found the following review helpful.
The most exhaustive book on pricing with real world, non-academic concepts
By Chuck Rylant
[[VIDEOID:mo1FG8PXZ67H6Z4]]I was very impressed how detailed this book goes into pricing strategies. I was surprised how much psychology is in this book and how it affects buying decisions, and more importantly, profitability.
I first learned about 'business' in an academic environment by studying economics during my MBA program. Unfortunately many of the macro concepts taught in academia, do not always reflect the realities of buyers decisions in the real world at the micro level.
This book delves deep into how pricing affects your customers' perceptions and how discounting can increase sales in the short term, but may also decrease customer satisfaction, loyalty, and referrals in the long run. This is only one of many concepts in the book.
Price elasticity is a fascinating subject especially when explained with the interesting stories and examples in this book that will help you apply them to you and your business.
I recommend this to any business owner, or other marketing strategists to use with your clients. The amount of value in this book will be paid several times over with your business, or your clients' companies.
12 of 14 people found the following review helpful.
This book should make any business owner a lot of money, if he's the right kind of businessman
By Reg Nordman
These two are pure American salesmen. Nobody does it better. There are four authors of the book and they tag team from chapter to chapter adding a different point of view, which makes the overall organization feel choppy. Kennedy and Marr are the main players here. Kennedy has written many books and the formula is evident. The book provides much valuable content, which you could get from a close read of Nagle. This is just a much easier way to learn it. (Although I have seen much of this content in other books, this book gives no end of book references to the work of others, except their acquaintances or their own work, which is done in context. Many of the references are very valuable sites.
The book also includes relentless driving of you to their own websites. This is one of Kennedy's tenets - get the buyer to pay you the privilege of buying more from you (and get it upfront) i.e. buying the book is an upfront fee prior to buying more! They hold with value-selling and value pricing but this is one of the weaker descriptors for that state. I prefer Davis for that.
Kennedy's description of niche and subculture markets is useful territory for salespeople to help better define the perfect customer.
Niche is an occupational/vocational attribute
Subculture is interest, belief, activity attribute.
Although much of the content is useful for B2B, the real client for this book is a small business person. Just as Nagle's work is really for the Fortune 500. Buy the book for your Kindle - it is a useful read, but this is not the "final " book on value/ premium pricing. It is a good "dose of salts" to most business people. Much of Kennedy's library is discounted on Amazon.
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