I suppose this is a very good book for a starter in the Value-Pricing strategy. It explains the concept behind perceived value and gives some good ideas on how to change mind sets from the pure cost based / competition based approaches into a more modern Value based proposition. The text is very well written in a fluid and interesting consistent way. However, i guess each chapter is quite theoretical and the examples or cases presented are not very practical or are simply not explained in very detail, leaving room for some un-answered questions. Overall, i liked reading it.
All to often I meet marketers who are scared of pricing: "What if I'm more expensive then my competitor, will I then sell less?". I'm convinced pricing doesn't get the strategic attention it deserves. All to often cost+ or competitive benchmarking defines pricing for new products. For that reason, Harry Mac Divitt's book is a welcome plea for a strategic approach of pricing. I particularly like the part where sales get involved and learned how to implement a value-based selling strategy. Therefore, this book is a must read for marketers AND for sales people (because very often it is sales who obstruct against higher pricing). Also top management should read this book in order to stimulate marketers to be brave when it comes to price setting. Great book!
As someone who has been involved in sales and marketing all my working life, and as someone who has spent the last 10 years trying to get sales teams to understand the vital importance of selling on value not price I think that Value Based Pricing is a key reference work for marketing and sales people alike. It's marketing's job to set the price, but everyone's job to sell value. If you want to avoid the race to the bottom in your business and learn about the Value Triad(c) - read this book now.
This book explains in a straightforward but extremely persuasive way how to make more money! By exploring the real value of a product or service, the price becomes less important to the customer, which in turn opens the door to more sales and better margin. Every business person I have ever met (and I have met a lot) wants either more sales or better margin or both. This book provides the stepping stones to achieve this, reinforced by the compelling case studies and by the authors own extensive experience and anecdotes. The link between pricing and marketing is rarely considered in many businesses and Harry and Mike explain this clearly and from both a strategic and operational context. If you only ever buy one business book - this is the one that will really make a difference!
A more detailed follow on of the writers early introduction to value based pricing the challenge of value. It provides an easy to read practical approach for all those who wish to drive margin improvement. There is no doubt that the move to a value based approach needs nerves of steel in some cases to hold firm under pressure from customers and internal sceptics who see a fall in market share as a consequence, Absolutely clear is that it needs strong leadership and a well trained and inspired sales force to communicate value to customers.The book is invaluable to anyone who wants to drive value based pricing through an organisation, provides a great insight into the subject with invaluable guidance on the process and its implementation.