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on 20 September 2013
It's highly likely that the pricing in your business is WRONG.

I've been following Dan Kennedy for a few months now, and he is hands down the BEST business "guru" I have come across, and one of the very few people that deserves to be labelled a "guru". I only wish I'd come across him sooner!

After reading some of the reviews of some of his other books, I was a little dubious of how much value the book would actually deliver, and if it would just be one big sales pitch. This was NOT the case. This book is full of actionable content that you won't find anywhere else. That being said, he does "plug" some of his other books, which he should do, if they are even a fraction as good as this one. He's clearly an avid reader, as he recommends/mentions several other books too.

I don't really understand why some reviews complain about how "Americanised" he is (I'm from the UK), the content in this book will literally change the way you approach your business and significantly increase your profit potential. Yes he is a little grumpy and right-wing, but this is just his character. The value of this book more than outweighs any of these petty things, which some people seem to foolishly get caught up on, rather than taking action on the content.

Co-author Jason Marrs adds massive value too. In terms of business, he has more or less "defied gravity" by offering a high-end, premium service in an industry where people have access to free treatment provided by the government. He shares much of his wisdom, strategy and tactics in this book.

This book will prove to you that you are most likely looking at your pricing strategy in entirely the wrong way. Other topics covered include how most business owners and their employees give away much of a company's profit when there is usually no need to, and that most buyers DO NOT use price as the main determinant when making a purchase.

I apologise if this comes across as me over-selling Dan, but I've been in marketing for the past three years, and he is hands-down the best marketer and business guru I have come across. I strongly recommend that you look at some of his other work and products, and you'll see why he has created so many success stories. Start with this book, and for the sake of a very small investment, you'll see the kind of value and insight he offers.

One word of warning: Be sure to read this book with an open mind, as it will likely contradict your current thinking, approach and strategy. In today's society of daily deals and discounting, this will open your eyes to the fact that high margins are much more important than high volume and market share.

Final word: If you look at the GKIC store you'll see how much some of Dan's products cost. This is an absolute bargain in comparison. Even if you've come across this book and you weren't specifically looking for a book on pricing, I highly recommend checking it out. The book does not provide a definitive answer or formula for how you should price your goods, but will almost certainly encourage you to change your approach, positioning, proposition, level of service, and lead you to raise your prices.
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on 3 January 2012
Well what can I say, Dan has a style that I have come to expect from him now. His style of research and delivery on every thing Dan does be it a seminar, a news letter or his NO B.S. books Dan knows how to make his points very clear.

Price is a very important factor for any business be it a product or a service industry, most people sell them self short every time. Learn why that is and what you can do about it.

As a Mastermind Strategist I am always researching ways to deliver more for my clients and Dan has always been a great teacher.

Moe Nawaz
Mastermind Strategist
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on 27 May 2015
Another cracking book by Dan Kennedy. (I've bought 8 of his books so far.) Great advice on how to price your product or service with lots of real life examples. In fact, I got so much out of it I bought a second copy and gave it to a friend to help him rethink his pricing strategy. This book can open your eyes to new ways of looking at your business and how you set your prices. And all for a fraction of the cost of trying to hire Mr Kennedy personally...
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on 14 January 2012
This is an exellent book if you are in sales,and are looking to justify the prices that you sell at.
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on 13 May 2014
For me Dan Kennedys best book. Delivers a comprehensive run down of price strategy and how important it is for business strategy and your companies reputation.
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on 15 February 2015
This is a must read for anyone in business or sales. Especially those who are reluctant or scared to up their prices and undervalue their produce.
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on 17 July 2011
Excellent book for those who want to know about price. I am making use of this tactis and its working for me. Try it
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on 24 December 2014
I love this book. More than that, I love Dan Kennedy's attitude which is very infectious indeed.

My advice? Buy it!
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on 13 March 2015
Love Kennedy's books. This one will give you idea of how price should be perceived in your business.
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