Raise Your Prices And Increase Sales!

PRICING STRATEGY SUCCESS The secrets of making customers HAPPY to pay HIGHER prices From Marlene Jensen How to make price comparisons more difficult! Click here to read Chapter 18 See what this book can do for YOUR profits! (Must have Adobe Acrobat Reader.) For corporate marketers only … What other people have to say: You only need this book if you want to make more money.  William M. Turnoff, CPA Very impressive! There are tricks in here you'll never learn in B School. Arthur Diedrick, CEO, Communications International If you're selling anything, this book can increase your profits! Most interesting for me was the section on small product changes that let you charge fatter prices. A couple of these could start working immediately for folks selling online!  Bob Bly, www.bly.com) A super smart, logical, easy to use guide to how to charge more for and sell more of your existing products. I can't wait to try Marlene's specific strategies. Debbie Weil, WordBiz.com, Inc. and BlogWriteForCEOs.com This book can protect you from pricing mistakes that can devalue your company. Roland A. deSilva, Managing Partner, DeSilva & Phillips, Media Investment Bankers Makes you rethink your most important business decision the pricing of your products. I'm recommending it to my clients. Seija Goldstein, President, SeijaGoldstein.com Both experienced and novice marketers will profit from this book. Dr. Ronald Drozdenko, Chair, Marketing Department, Ancell School of Business, Western CT State Univ Powerful pricing pearls I have used successfully on both sides of the pond and throughout the Pacific rim. Phyllis Borner, MoreBatteryLife.com The impact of raising your prices If you can successfully raise your prices, it will put more cash in your pocket than anything else you can do including selling more products. Why? Because every cent of a price increase is pure profit. For example: a 1% price increase would results in a 12% profit increase for most large corporations, given their profit margins. That's because you dont' have any additional costs associated with a price increase. A 5% price increase? That's a 60% increase in profits. Assuming, of course, that you don't lose a large number of your customers! Your customers aren't as cheap as you may think! You may think your customers all want to buy the offering with the lowest price, but I can tell you from personal research that this is not true for most of your customers be they consumers or businesses. I just conducted a very large study of 12 different consumer products and on only one of them did most consumers prefer the cheapest offering a shirt. On all the other 11 products, ranging from eggs, HDTVs, MP3 players, tires, vitamins, watches, and more most people preferred either the 2nd from the cheapest offering or the middle priced offering (out of 5 different prices). Exception "Bargain Hunters" Of course, there is a small group of "bargain hunters" out there. People who enjoy the thrill of finding the cheapest deal. You can win these customers if you're cheaper than all alternatives, but they will never become loyal to you. The first alternative that undercuts your price will get them. If you're Wal Mart, you have to care about these customers they're your targets. But many, possibly even most, companies will have fatter profit profits if they leave this group to others. Exception selling products with model numbers If you sell Sony digital cameras, model XYZ, then you're between a rock and a hard place trying to compete against another retailer selling Sony digital camera, model XYZ. That's because a quick look at Froogle.com will get any customer a look at your price compared to everyone else selling the same model. But... even then a retailer charging a little more may win the sale over the cheapest offering if that retailer has a better reputation or better known brand name than the cheaper alternative. But the price difference can't be much. For example, I've bought a number of items beyond books from Amazon.com even when they were a little bit more expensive because I trust with Amazon.com that I won't have a hassle if there is a problem with the product. Price increases that go unnoticed You may not know this, but there are 12 different ways you can raise prices without your customers even noticing! See, pricing isn't all logic. Our brains are set up to notice some things in our environment and not others even when they're right in front of us. For example, you've probably already noticed that many merchants price at $9.99 instead of $10. Those who have tested the two prices have found that they can increase orders 5 15% by dropping that penny. Is this logical? Should a penny difference in price cause 10% more people to buy the product? No way. Proof: Try changing your price from $9.99 to $9.98 and see if you get 10% more buyers! (Hint: I've tested...

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