No B.S. Price Strategy The Ultimate No Holds Barred Kick Butt Take No Prisoner Guide to Profits, Power, and Prosperity

by Kennedy, Dan S.

• ISBN13: 9781599184005
• ISBN10: 1599184001
• Format: Paperback
• Copyright: 2011-06-01
• Publisher: Entrepreneur Press

Summary

FREE -- Insider's Circle Trial Membership,Newsletter, Audio Program, Special Webinar Series, and More! Take CONTROL of your PROFITS Millionaire maker Dan S. Kennedy and marketing strategist Jason Marrs dare you to re-examine your every belief about pricing and empower you to take a more creative, more effective, bold approach to your priceand prosperity. Kennedy and Marrs don't offer little tricks, like new ways to say 50% off, half off, or 2 for 1. They tell you the secret to setting prices for the greatest gain. Then they teach you how to avoid the ultimate price and fee failureslike attracting customers who buy by price. You'll discover how to compete with FREE, learn how to discount without damage, and uncover the key to price elasticity. Most importantly, you'll grasp how to use price to your extreme advantage and grant yourself the power to be as profitable as possible. Reveals: 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 Why price cutting isn't the cure for the recession and what is And More "All I can say is wow. I had been having a difficult time accepting that we can justify a slightly higher than usual price for our product until I read Chapter 7. The examples and stories in No B.S. Price Strategiesmade what would typically be a dull read - fun and interesting. Thanks for taking this useful information and making it enjoyable. Robin Strickland, Co-Founder, BigLittleFudge.com

Author Biography

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.

Table of Contents

Preface
Price, Profit, Power, and Prosperity	p. ix
About the Authors	p. xix
About the Guest Contributors	p. xxi
Price and Fee Failures	p. 3
The Ultimate Failure	p. 5
Discounting Without Damage	p. 9
Free as The Enemy?	p. 13
Can Free Be Your Ally?	p. 18
Two Things You Should NEVER Do.	p. 20
If and When You Discount, Get Quid Pro Quo	p. 23
Money at a Discount	p. 25
The Something-In-Exchange Split-Test	p. 26
The Nasty Cancer of FREE	p. 29
How to Compete With Free	p. 37
So What Should You Do?	p. 40
When FREE Is a Business, Not Just a Price Strategy	p. 45
There's a Third, Superior Type of Advertising	p. 46
How You Can Do It Too	p. 48
Antidotes to Commodity Thinking	p. 51
How To Conquer the #1 Enemy of Maximum Profitability: Commoditization	p. 58
Just Because You Can Does Not Mean You Should	p. 61
Discounters Happy Being Commoditized Are Not All Bad	p. 63
The Secret of the Living	p. 64
Yes, Everybody in Marketing Points to Starbucks …	p. 66
The Dynamic Power of Radical Individualism	p. 67
The Power of Preeminence as Price Strategy	p. 73
The Hawaiian Fisherman's Method	p. 75
The Triangle of Pre-Eminence	p. 76
B2B Price Wars and The Way of the Warriors Who Win	p. 79
Breaking Free of the Price-Product Link	p. 89
The Power of Pre-Determination	p. 101
The Secret to Price Elasticity	p. 107
Who Is Your Best Customer?	p. 108
The Making of Propositions	p. 113
Five Kinds of Propositions	p. 115
The Place Strategy That Easily and Automatically Supports Premium Prices	p. 125
Isn't There Something ôWrongö with This?	p. 131
How ôThe Company You Keepö Can Impact Price	p. 137
The Deadly Trap of Bad Economics	p. 145
How Do You Set Your Prices?	p. 159
WAG	p. 160
Industry Norm	p. 161
Client-Dictated Pricing	p. 163
Cost-Plus Pricing	p. 164
Target Return	p. 166
Why Static Prices Are Impossible	p. 167
Objectives of a Particular Price Point	p. 168
Sequential Skimming	p. 170
Penetration Pricing	p. 171
Why Not Charge People to Buy From You?	p. 177
When Is Abusive Pricing Smart?	p. 183
Pregnant Question 1	p. 185
Question 2	p. 186
Question 3	p. 186
Beware of Staff Sabotage of Price Strategy	p. 195
Break the Negotiating Addiction	p. 200
The Easiest Way to Protect Price and Profit Strategy Is …	p. 201
Get on Board or Get Out	p. 203
A Jury of Four But Only One Decides Fate	p. 207
Price in Recessions	p. 211
Theories About the Death of Salesmanship	p. 219
Samples
Sample Advertising and Marketing Materials from Jason and Isa Marrs' Practice	p. 223
Resources
An Offer from Jason Marrs	p. 233
An Offer from Dan Kennedy	p. 234
Other Books by Dan Kennedy	p. 235
Index	p. 237
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