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Full Description
"A brilliant, step-by-step guide to aligning price with customer behaviour."
Rory Sutherland, Vice Chairman, Ogilvy Group
Have you ever felt that your business is leaving money on the table? Discounting under pressure, hesitant to raise prices, or struggling to articulate your value?
If so, you're not alone.
Jenny Millar and Ann Padley have seen companies lose out on millions. Not because their product is wrong or their costs are too high, but because they've misjudged something far more complex: what people value.
In 12 actionable steps, The Pricing Sprint transforms pricing from a 'guessing game' and a 'black box' into a collaborative and inspiring conversation about value and growth; it fuels a repeatable, evidence-driven process to design, test, and optimize pricing.
Packed with practical tools and case studies, you'll discover a new approach to pricing that's as grounded in human behaviour as it is in commercial insight. The result? Pricing strategies that are customer-focused, market-aligned, and designed for growth - and a team that is engaged and ready to implement them.
This is more than a book on pricing. It's a masterclass in shaping a sustainable commercial strategy that aligns with your values, builds customer loyalty and delivers exceptional business results.
Contents
1. Make Pricing a Team Sport
2. Uncover Hidden Opportunities
3. Make Ideas Tangible
4. Nudge Behaviours
5. Talk to Customers
6. Validate at Scale
7. Experiment with Price
8. Set Your Pricing Strategy
9. Prepare to Implement
10. Communicate Price Changes
11. Measure the Impact
12. Build the Pricing Muscle
