Getting your pricing strategy right is the difference between sustainable growth, investing in product development, and happy, engaged customers and stakeholders. Harvard Business Review research shows that pricing has almost 4 times as much influence on a company's ability to reinvest than top line sales growth. But if you don't understand the psychology of pricing, having the wrong price can undermine your chances for success.
Double Your Price is your practical, accessible guide on the theory, strategy, psychology, and execution of pricing. With useful tools, and clear, realistic guidance on how to leverage pricing to drive business success, you'll be able to answer the following questions for your business or product:

• How much should we charge for our product or service?
• How much are our customers willing to pay?
• If we increase our price, will we lose customers?
• How can setting prices help us cover our costs?
• What are the benefits of a pricing strategy?
• Will increasing or decreasing prices help my business to succeed?

Covering how pricing works, how to avoid cognitive bias, how to convince others, and many different pricing strategies, Double Your Price includes a practical set of insights, tools, and actionable guidance, and a Foreword by Lord Sainsbury.
A well-designed and progressive pricing strategy is one of the most powerful tools available to businesses. Get yours right.

About the Author
Professor David Falzani MBE is a serial entrepreneur, business consultant and non-executive director. He began his career as an engineer at IBM, before joining a Silicon Valley style start-up, Madge Networks, which grew from 240 employees to 2,000 in 3 years and IPO'd on the NASDAQ. This experience led him to study for an MBA at The Wharton School (USA) and SDA Bocconi (Italy).
He has been a mentor and/or trainer for growth programmes at Nottingham University, and Oxford University Said Business School, as well as Royal Academy of Engineering's Leaders in Innovation Fellowship and Enterprise Hub - overall, supporting over 2,000 companies. David is a Professor at Nottingham University Business School's Haydn Green Institute and has published more than 60 articles and blogs.

Reviews

"This book is a must read for anyone considering pricing for their products. With price often neglected in the rush for growth, Falzani highlights the long-term implications for cash, margins, profitability and ultimate value of the company, as well as providing a toolkit to address the thorny issue of pricing." Dr Andy Phillipps, Co-founder of Booking.com

"One of the biggest challenges start-ups face is defining a route to market for innovative products and services. Understanding pricing lies at the heart of a successful commercialization strategy and this book provides an excellent basis for decision making. David Falzani takes the reader from the fundamentals of pricing all the way to the impact of subtle pricing changes on the success of the business. An essential read for entrepreneurs." Simon Barnes PhD, Managing Partner, Tate & Lyle Ventures LP

"At last, a practical book on pricing. I enjoyed it so much I read it in one sitting, and think it's essential reading for every start up or large corporate alike." Henning von Spreckelsen, Management Board, Small Business Charter and Fellow, Royal Academy of Engineering

"This is a must-read for any business owner who wants to succeed and create a sustainable business. Professor Falzani is a regular contributor to our readers and this book reflects the wealth and depth of valued business insight and wisdom he has to share." Christina Lattimer, Founder of People Development Magazine

"The most exciting book on pricing I have read. If you're feeling nervous about setting prices, this practical book will help you make better pricing decisions and avoid typical mistakes so companies can be profitable, reinvest and grow sustainably." Steve Cleverley PhD, CEO, Oxentia Ltd (a spin-out of Oxford University Innovation)

"Price is the most often neglected of the 4 Ps of marketing - this book finally fixes that." Michael Hughes MBE, Founder, Silicon Valley Internship Programme, and Co-Founder, LoopUP

Book Information
ISBN 9781292426341
Author David Falzani
Format Paperback
Page Count 256
Imprint FT Publishing International
Publisher Pearson Education Limited
Weight(grams) 161g
Dimensions(mm) 214mm * 138mm * 14mm