Managers of successful organizations need to focus on two things: profit and revenue growth. The trouble is that most managers think they must focus on one at the expense of the other. They cut costs or raise prices to increase profits and fail to focus on revenue. Or, they cut prices to raise revenue with a volume spike and discover that their profits suffer. Pricing with Confidence demolishes the conventional wisdom that there must be a trade-off between revenue and profit growth. And, it shows managers how to kick the price discount habit. Senior managers will recognize the need to understand and frame the value of what they sell to customers. In ten steps, this book demonstrates how managers can have both healthy profit margins and robust revenue growth. It shows how they can break free from this false trade-off, grow both revenues and profits, and reap unprecedented opportunities for success.
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