The Dirty Tricks of Pricing: PRICE ISN'T THE PROBLEM

Pricing breaks more businesses than bad products ever will. This book is about why that happens and what to do about it. It covers the full picture of how price works in the real world, not in theory, not in classrooms, but in actual rooms where money changes hands and people decide what something is worth.

The book is built in five parts. The first part looks at what happens to a business, and to the person running it, when price gets cut. Cheap pricing does not just shrink the margin. It changes how the seller is seen, who shows up to buy, and how much control stays in the room. The second part explains why high prices hold and why buyers at that level behave differently than buyers chasing the lowest number. The third part is about pressure. What to do when the buyer pushes back, how to stay still, and what it costs to move when you should not have. The fourth part covers the moves that make price less of an issue before the conversation even reaches the number. Framing, anchoring, scarcity, comparison, and sequencing all play a role here. The fifth part looks at what comes after the first full-price sale and how to build from there so the price conversation gets shorter every time.

The reader will find clear thinking, direct language, and ideas that work in practice. Nothing in here requires a degree or a large operation. It requires paying attention to how price actually functions and being willing to hold the line.