Price For Growth: A Revolutionary Step-By-Step Approach to Massively Impact the Value of Your Company by Leveraging Focused Pricing Strategies

by Jeff Robinson

The most important objective of any pricing strategy should be to improve the value of the company. But without a practical framework for connecting pricing strategies to company value, most companies fall back to the default pricing strategy of margin expansion, which can undermine the growth and retention of valuable customer relationships needed to power sustainable profit growth to maximize company value. Price for Growth explains in pragmatic terms how and why growth-focused pricing strategies typically outperform profit-focused pricing strategies, when it comes to increasing long-term company value. It promises to challenge conventional thinking about traditional profit-driven pricing strategies. With over twenty years’ experience leading, designing, selling, and implementing pricing solutions used by hundreds of companies, the author provides practical insights and a prescribed step-by-step approach to transform pricing strategies to the growth-focused strategies necessary to capture, retain, and grow customer relationships in the new reality of digitally enabled customers. He makes concepts easy to understand though the use of “case parables” to illustrate key points. After establishing the foundation of the “five sacred metrics of pricing success,” which directly connect to the value of the company, he demonstrates how to utilize these metrics to identify the highest impact opportunities to grow the value of the company through focused pricing strategies. This is followed by the building blocks of successful pricing strategies based on the respective improvement objective, including strategies to increase customer acquisition, increase existing customer revenues, reduce customer churn, expand margins, or reduce risk. Price for Growth is a must read for any CEO, CFO, or any other executive / manager who has responsibility for pricing and growth at any company who sells to repeat customers. Those who purchase the book can gain access to a companion website which includes downloadable example tools, presentations, and price communication templates to aid in the implementation of the recommended approaches at the reader’s own company.

Genres: Business

358 pages, Kindle Edition

Published April 2, 2021

Reviews

[Ronald J. · Rating 3 out of 5]

This book is really for public companies, and the author is arguing for a more holistic approach to pricing vs. growth. There’s always been a conflict, and his argument is that growth will lead to higher company valuations in the long run. I don’t disagree, if that is the strategy. But we have seen more companies run aground chasing unprofitable growth. Growth for the sake of growth is the ideology of the cancer cell, not a profitable, sustainable business. I think market share is the Fool’s Gold of the business world, and so is “bigger is better.” No, bigger is just bigger. Better is better. Think about GM vs. Porsche. Or Apple vs. Dell. That said, there’s some good tradeoffs to consider, and the author is definitely experienced in pricing. There are no solutions, only tradeoffs, between growth and profit, and this will be dictated by the company’s strategy and positioning. Pricing is subservient to those concepts, not the master.