Dr. Reed K. Holden is founder of Holden Advisors, a pricing consulting firm that specializes in working across product, marketing, pricing, and selling functions to improve pricing performance. Dr. Holden is an Adjunct Associate Professor at Columbia University. He has been speaking professionally for twenty years and is a regular keynote speaker on pricing and customer value. He can be reached at rholden@holdenadvisors.com.
Mark R. Burton is cofounder and Vice President of Holden Advisors. He speaks frequently at Fortune 2000 events and conferences, and has developed leading-edge, risk-based models for the pricing industry. He can be reached at mburton@holdenadvisors.com.
For more information, please visit: PricingWithConfidenceBook.com

Acknowledgments ix
Introduction Why Pricing is So Hard and Why Most Companies Mess It Up xiii
Rule One Replace the Discounting Habit with a Little Arrogance 1
Rule Two Understand the Value You Offer to Your Customer 21
Rule Three Apply One of Three Simple Pricing Strategies 49
Rule Four Play Better Poker with Customers 75
Rule Five Price to Increase Profits 91
Rule Six Add New Products and Services that Give You Negotiating Flexibility and Growth 111
Rule Seven Force Your Competitor to React to Your Pricing 131
Rule Eight Build Your Selling Backbone: Teach Your Sales Force and Managers to Negotiate with Value 149
Rule Nine Take Simple Steps to Move from Cost-Plus to Value-Based Pricing 169
Rule Ten Price with Confidence: Remember Who You Are 187
Index 203

Bad pricing is a great way to destroy your company's value, revenue, and profits. With ten simple rules, this book shows you how to deliver both healthy profit margins and robust revenue growth while kicking the dreaded discounting habit. The authors destroy the conventional wisdom that you have to trade margins for revenues and show you how to fully exploit the value your company offers customers. This is a proven plan for increasing sales without sacrificing profits.