Double Your Price: The Strategy and Tactics of Smart Pricing

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.

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 Saïd 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.