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Product Details

  • Series: No B.S.
  • Paperback: 288 pages
  • Publisher: Entrepreneur Press; 1 edition (June 1, 2011)
  • Language: English
  • ISBN-10: 1599184001
  • ISBN-13: 978-1599184005
  • Product Dimensions: 9 x 6.2 x 0.6 inches
  • Shipping Weight: 12.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Best Sellers Rank: #101,345 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

DAN S. KENNEDY is a multi-millionaire serial entrepreneur with past and present interests in diverse businesses. He is a strategic advisor, marketing consultant and coach with a cadre of private clients ranging from exceptionally ambitious entrepreneurs to the CEO’s of companies as large as $1.5-Billion.
JASON MARRS is an intense innovator and pricing/marketing strategist who coaches entrepreneurs and professionals in overcoming price reluctance and resistance.


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Customer Reviews

4.6 out of 5 stars
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And anyone who values that will get this book right now.
Damian Gil Lozano
The case studies and analysis are insightful and significant in understanding how to integrate the key concepts Dan and his key contributors can make to your thinking.
Miguel
I have just started reading books by Dan Kennedy and I must admit they are fun to read and great information.
Michelle

Most Helpful Customer Reviews

37 of 42 people found the following review helpful By Experienced seminar leader on May 27, 2011
Format: Paperback Verified Purchase
This book has the fierce arguments for a courageous pricing approach that one would expect from Dan Kennedy. However, I purchased the book hoping it would help me decide on pricing for an upcoming event. No go.

There is a story in the introduction about the Harrisons being about to price a new event at $2000 and Kennedy not only arguing with them but also putting money down on the claim that he (Kennedy) could make a go of it at $10,000 a head. It turns out that the event sold out at $4500. Yet all of us know people who have priced something high and had no one sign up.

Nowhere in the book is there any kind of checklist or discussion of how someone can reasonably well know, apart from being brave or chicken, whether or not the market will bear a certain price - or whether you can engineer it to do so. Nowhere is it discussed with sufficient clarity what else you have to have in place to be able to successfully charge premium prices.

All in all, this book will get you thinking about your pricing but it doesn't explain how to satisfy the wondering. Of course, you can test, but there is a huge opportunity cost (and cost in hard cash) if you test and fail.
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27 of 30 people found the following review helpful By Chuck Rylant on May 4, 2011
Format: Paperback Verified Purchase
Length: 0:54 Mins
I was very impressed how detailed this book goes into pricing strategies. I was surprised how much psychology is in this book and how it affects buying decisions, and more importantly, profitability.

I first learned about 'business' in an academic environment by studying economics during my MBA program. Unfortunately many of the macro concepts taught in academia, do not always reflect the realities of buyers decisions in the real world at the micro level.

This book delves deep into how pricing affects your customers' perceptions and how discounting can increase sales in the short term, but may also decrease customer satisfaction, loyalty, and referrals in the long run. This is only one of many concepts in the book.

Price elasticity is a fascinating subject especially when explained with the interesting stories and examples in this book that will help you apply them to you and your business.

I recommend this to any business owner, or other marketing strategists to use with your clients. The amount of value in this book will be paid several times over with your business, or your clients' companies.
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Format: Paperback
These two are pure American salesmen. Nobody does it better. There are four authors of the book and they tag team from chapter to chapter adding a different point of view, which makes the overall organization feel choppy. Kennedy and Marr are the main players here. Kennedy has written many books and the formula is evident. The book provides much valuable content, which you could get from a close read of Nagle. This is just a much easier way to learn it. (Although I have seen much of this content in other books, this book gives no end of book references to the work of others, except their acquaintances or their own work, which is done in context. Many of the references are very valuable sites.

The book also includes relentless driving of you to their own websites. This is one of Kennedy's tenets - get the buyer to pay you the privilege of buying more from you (and get it upfront) i.e. buying the book is an upfront fee prior to buying more! They hold with value-selling and value pricing but this is one of the weaker descriptors for that state. I prefer Davis for that.

Kennedy's description of niche and subculture markets is useful territory for salespeople to help better define the perfect customer.

Niche is an occupational/vocational attribute
Subculture is interest, belief, activity attribute.

Although much of the content is useful for B2B, the real client for this book is a small business person. Just as Nagle's work is really for the Fortune 500. Buy the book for your Kindle - it is a useful read, but this is not the "final " book on value/ premium pricing. It is a good "dose of salts" to most business people. Much of Kennedy's library is discounted on Amazon.
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4 of 4 people found the following review helpful By Tom Karadza on June 8, 2011
Format: Paperback
For years I was hesitant about price points about different product and service offerings ... it sometimes took a good kick in pants to get me to ask for more money. Today I'm much more comfortable asking and receiving higher prices and in turn it's made our business much stronger. With that said, I wish this book was available ten years ago. In the introduction the authors give some great examples of price discovery and throughout the book the different stories used to highlight their points were very instructive. Specifically, Chapter Two "Discounting Without Damage", was practical and helpful for understanding how pricing decisions affect the perception of your business. I would highly recommend this to you if you're in business and are at all nervous about raising your prices or asking for what you feel you deserve.
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3 of 3 people found the following review helpful By Salim Omar on May 23, 2011
Format: Paperback
I recently read the No B.S. Price Strategy book. Being a practicing CPA and an avid marketer myself, I have read numerous books on the subject of pricing. This book is one of the best resource that is out there. It does an excellent job of explaining the mental barriers that most business owners are faced with in order to raise prices and fees. One of the mental barriers (and #1 enemy of maximum profitability) the authors share is commoditization and commodity thinking and then go on to offer non-traditional advice on how to go about to conquer it.

I felt Chapter 10 "Breaking Free of the Price-product link" and Chapter 14 on The Place Strategy were tremendously valuable because these chapters offer succint advice on how to position key areas of your business to get the least price resistance.

This is a must read book for ALL business owners and professional practices, new and established. I felt it was jam packed with useful information on an area of a business that is often over looked by many business owners. I am of the firm belief that an optimal pricing structure can have a dramatic impact to the bottom line profits of a business and this book shows you how to do that.
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