Raising prices is the simplest and least expensive way to increase both revenues and profits. Price increases fall directly to the bottom line.  There are no material, labor or operating costs associated with a price increase.  Yet most business owners don’t avail themselves of this powerful strategy.  Why?  They:

• Don’t feel that they have the name awareness (branding)
• Desire more market share
• Don’t feel that they’re providing enough value
• Are losing market share
• Fear their competitors
• Are concerned about the economy

Whatever the reason, they typically price their offerings at, or below, the industry average.

What impact does this have on their businesses?

They don’t have the cash reserves to:

• Expand their competitive advantage
• Invest in innovation or geographic expansion
• Take advantage of new opportunities
• Attract or retain top talent
• Thrive during the next economic downturn

What’s the solution?

The businesses that enjoy the greatest success understand that an effective price strategy goes well beyond establishing the price.  It encompasses:

• Brand promise – a result the customer can expect
• Brand delivery – consistent brand promise delivery
• Marketing – attracting value buyers
• Sales – educating buyers about the value
• Pricing – congruent with the value provided

What’s holding you back?

Here’s a confidential self-assessment to help you determine why you’re not reaping the advantages higher prices have to offer.

What others are saying

“I told my advisory board that I wanted to raise prices.  They told me that I was in a dying industry and raising prices would only accelerate my company’s demise.  I raised my prices 5% and revenues grew by 8%.  Dale’s message is right on target.”  Ron Ameln, President, St. Louis Small Business Monthly.

“After hearing Dale speak and reading his book, Pricing for Profit, I began to price our services for new contracts based on value, not on our competition.  I was pleasantly surprised to find that our revenues grew even faster than the price increase.  Having the confidence to say ‘No’ to people who want lower prices makes running my business a lot more fun.”
Jay King, CEO, Simploy, Inc. – the best PEO in the Midwest

“Pricing For Profit” is my favorite business book for 2010. Now is the time for the discussion on how value drives price and not the other way around. Low prices and deep discounts don’t build successful businesses and Dale does a great job in taking you through the process of understanding and defining your value as well as how to make sure you are getting the price for it that you deserve. This book is especially important now that we’re out of the recession and businesses of all kinds need to rid themselves of recession thinking. Incredible job! – Jeffrey Summers, President RestaurantWorx.

I had only gotten to page 40 (into Pricing for Profit) when I presented my package to a prospective client. I discovered that I was 25% higher than my competitors. I recalled Dale’s message about selling value and resisted the temptation to lower my price. Instead I explained how my package was different than the competitors’ offerings and why it was in the buyer’s best interest to go with my package. I not only got the business, I got a referral. These concepts really do work. – John Concannon, The Charles Crane Agency

Discover how easy it is to get SIGNIFICANTLY higher prices regardless of what your competitors or the economy are doing, call Dale at 314-707-3771.