atx biz owners getting what youre worth
TRANSCRIPT
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GETTING WHAT YOU’RE
WORTH
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“The single most important decision in evaluating a business is pricing power.”
GETTING WHAT YOU’RE
WORTH
Warren Buffett
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FREEEEEE-DOM!
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WHAT’S BETTER?
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WHAT’S BETTER?
2000 hours @ $75/hr
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WHAT’S BETTER?
2000 hours @ $75/hr
1000 hours @ $150/hr
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THE PRICING WINDOW
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THE PRICING WINDOW
Min Price (limited by Variable Cost)
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THE PRICING WINDOW
Max Price (limited by Perceived Differential Value)
Min Price (limited by Variable Cost)
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THE PRICING WINDOW
Max Price (limited by Perceived Differential Value)
Min Price (limited by Variable Cost)
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THE PRICING WINDOW
Max Price (limited by Perceived Differential Value)
Min Price (limited by Variable Cost)
Cost Plus X%
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COST-BASED PRICING TEST:ARE YOU:
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COST-BASED PRICING TEST:ARE YOU:
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COST-BASED PRICING TEST:ARE YOU:
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“BE BETTER, NOT
CHEAPER”
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PRICING FEEDBACK
That’s expensive!
We don’t have enough in our
budget.
Do you have a cheaper option?
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PRICING FEEDBACK
That’s expensive!
We don’t have enough in our
budget.
Do you have a cheaper option?
Too High
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PRICING FEEDBACK
That’s expensive!
We don’t have enough in our
budget.
Do you have a cheaper option?
Too Low Too High
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PRICING FEEDBACK
That’s expensive!
We don’t have enough in our
budget.
Do you have a cheaper option?
Too Low Too HighJust Right
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VALUE“What is a cynic? A man who knows the price of everything
and the value of nothing.” - Oscar Wilde
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“A wallet they’ll fight over when you’re dead.”
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24oz bottle$0.07/oz
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24oz bottle$0.07/oz
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24oz bottle$0.07/oz
32oz bottle$0.079/oz
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$0.10 $0.18
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$0.10 $0.18 $3.00
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SO WHAT’S THE RIGHT PRICE?
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SO WHAT’S THE RIGHT PRICE?S
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Price
Demand
SEGMENTATION
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Price
Demand
SEGMENTATION
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Price
Demand
SEGMENTATION
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Price
Demand
SEGMENTATION
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HOW TO HANDLE THE TOUGHEST COMPETITOR
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“WE ARE OUR OWN TOUGHEST
COMPETITOR.”-SVP SALES,
FORTUNE 500 MANUFACTURER
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Price
Demand
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Price
Demand
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Price
Demand
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Price
Demand
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Price
Demand
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Price
Demand
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Price
Demand
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Price
Demand
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Price
Demand
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Price
Demand
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HAVE A PLAN
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HAVE A PLAN
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THE DEALERSHIP TEST
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THE MIRROR TEST
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THE OBJECTION TEST
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TIME & MONEY
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BEYOND PROFIT
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