Sales Growth >

Price Increase

Companies employing the Pricing for Profit system enjoy revenue growth higher than price increases.

Debunking Myths

These white papers debunk pricing myths.


This 5-book series:

  • Brand Promise
  • Psychographic Profiling
  • Positioning Statements
  • Sales Scripts
  • Bundling & Pricing

will help you enjoy sales growth greater than your price increases.

Thought Provoking

“…if you have to have a prayer session before raising the price by 10 percent, you’ve got a terrible business.”
Warren Buffett

“In every human interaction one person is training another how to behave. Do you want to be the trainer or trainee?”
Dale Furtwengler

“Whenever you find yourself on the side of the majority, it is time to pause and reflect.”
Mark Twain

“My goal is to build confidence, for in confidence lies the ability to solve any dilemma you face.”
Dale Furtwengler

Books to help you get higher prices.

become a maverickCover

MAVERICK highlights the misguided beliefs that get in the way of business owners getting higher prices for their products and services.

Available at Amazon, Barnes & Noble, iBookstore, Google Play, Kobo, Smashwords

CONFIDENCE helps you eliminate the fear, anxiety and frustration that prevents you from being comfortable commanding higher prices.

Higher prices – regardless of what your competitors or the economy are doing

Stop Giving Away Value!

Most companies give away more value than they realize. During a program I asked business owners to tell their colleagues something they did for customers without charging them. Then I asked their colleagues what value they saw in that giveaway.

All of the participants were astounded to discover how much value they were giving away. I help companies get higher prices, regardless of what their competitors or the economy are doing, because I see the value they’re overlooking. Whether you’re the sole rainmaker or have a sales force, let me help you see your value so you, too, can get compensated for it. Give me a call at 314-707-3771.

Sell More, More Quickly, At Premium Prices

using psychographic profiling

Demographics can tell a Mercedes dealer that her customers have six-figure incomes and live in certain zip codes, but they don’t explain why some people in those zip codes buy Hummers, Audis, BMWs or Corvettes instead of a Mercedes.

Creating a psychographic profile of your most profitable, most enjoyable customers gets you to why. A psychographic profile helps you:

  • Attract more of those ideal customers.
  • Shorten your sales cycle.
  • Get premium prices to compensate you for the value you provide.

Psychographic profiling is a relatively new, yet proven tool to help your increase your sales at premium prices.

The psychographic profile and brand promise you helped us create are paying huge dividends. Our sales force is doing a much better job of evaluating which prospects to cut loose and which to pursue.

The sales process itself is shorter and, with better positioning statements, we’re attracting more of the right kind of customer for us.

Everything is working exactly as you said it would.
David Radke, VP of Sales and Marketing, LeeTranservices

What Dale’s clients say:

clarity and confidence R5 grey