Jeff Robinson

This is the condensed and abridged summary of Price for Growth. The most important objective of any pricing strategy should be to improve the value of the company. But without a practical framework for connecting pricing strategies to company value, most companies fall back to the default pricing strategy of margin expansion, which can undermine the growth and retention of valuable customer relationships needed to power sustainable profit growth to maximize company value. Price for Growth explains in pragmatic terms how and why growth-focused pricing strategies typically outperform profit-focused pricing strategies, when it comes to increasing long-term company value. It promises to challenge conventional thinking about traditional profit-driven pricing strategies. With over twenty years' experience leading, designing, selling, and implementing pricing solutions used by hundreds of companies, the author provides practical insights and a prescribed step-by-step approach to transform pricing strategies to the growth-focused strategies necessary to capture, retain, and grow customer relationships in the new reality of digitally enabled customers. He makes concepts easy to understand though the use of "case parables" to illustrate key points. After establishing the foundation of the "five sacred metrics of pricing success," which directly connect to the value of the company, he demonstrates how to utilize these metrics to identify the highest impact opportunities to grow the value of the company through focused pricing strategies. This is followed by the building blocks of successful pricing strategies based on the respective improvement objective, including strategies to increase customer acquisition, increase existing customer revenues, reduce customer churn, expand margins, or reduce risk. Price for Growth is a must read for any CEO, CFO, or any other executive / manager who has responsibility for pricing and growth at any company who sells to repeat customers. Those who purchase the book can gain access to a companion website which includes downloadable example tools, presentations, and price communication templates to aid in the implementation of the recommended approaches at the reader's own company.

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