October 12th 2010

The Strategy and Tactics of Pricing. A guide to growing more profitably. Thomas T. Nagle, John E. Hogan, Joseph Zale.

Cover of "The Strategy and Tactics of Pri...

Cover via Amazon

The Strategy and Tactics of Pricing. A guide to growing more profitably. Thomas T. Nagle, John E. Hogan, Joseph Zale. 2011ISBn 9780136106814.  As my due diligence for a panel on pricing next week (Oct 20)  in Vancouver (http://www.regonline.ca/Register/Checkin.aspx?EventID=900801)  I have been reading Nagles 5th edition of his textbook on the subject and am thoroughly enjoying this book. It is as much the application of psychology as analytics.  He makes the best arguments and execution strategies for value pricing I have ever read.

In his thoroughness I am finding lots of sales aha moments. These are the times when you encountered types of  buyer  and competitor behaviour, made a decision, learned to regret it, lost  $$$$$$ , and over time  developed/learned better responses. Nagle describes the theory behind why the better responses worked and how to improve even more . This is a very similar experience I had when first reading Geoffrey Moore.  ”All the time spent learning through doing when someone had already written this down”. Of course had I known much of this sooner I would have been even more of a pain in the ass to my superiors/employers.

There may not be one book that contains everything on pricing,  but this one comes extremely close. His generous use of examples pulls tired brains like mine through some of the numeric analysis. I know I will be a much better salesperson from reading this book. I suggest this is a book for CEOs, VPs Sales, Marketing and Finance in any type of company. Thanks Steven Forth for dropping this copy off to me.

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