Pricing Strategy, Step by Step for 2027

Set, structure and raise prices with evidence rather than instinct, and stop margin leaking away through discounts and one-off concessions.

Who it's for

Directors, commercial and product leads, finance partners and founders who set or approve prices. You need no pricing team or specialist software: just your own cost and sales figures, a few customer conversations and the willingness to put numbers on decisions often made by instinct.

What you'll learn

• Work out what each sale really contributes and test any discount against the extra volume it would need
• Combine cost-plus, competitor-based and value-based pricing into a floor, a reference and a ceiling for every price
• Put a pound figure on the value you create with economic value estimation, from the work of Thomas Nagle and his co-authors
• Research willingness to pay with Peter van Westendorp’s price sensitivity meter, the Gabor–Granger method, conjoint analysis and live tests
• Design good-better-best tiers and fair price fences, and choose a pricing model built on the right value metric
• Use anchoring, decoys and framing honestly, and stay clear of drip pricing and other misleading presentation
• Find margin leaks with Michael Marn and Robert Rosiello’s pocket price waterfall, price subscriptions, plan a price rise and govern pricing with price corridors and a deal desk

What's inside

• 77 pages, 11 chapters
• Each chapter gives you key concepts, a step-by-step method, an illustrative example from a fictional UK organisation, a ready-to-use tool, common mistakes, a recap of the key steps and a short exercise to try this week
• Worked examples from fictional UK businesses, including an office furniture maker, a training provider and a holiday let business
• A tool in every chapter, including the price change break-even calculator, economic value estimation worksheet, price research survey template, discount approval matrix and pricing governance charter
• A 90-day action plan with checklists, a quarterly pricing review and a glossary
• General pointers on consumer and competition law, with a reminder to check current rules with the CMA, Trading Standards or a legal adviser
• PDF in A4 format — read on screen or print
• Instant download after purchase

Contents

1. Why Price Is Your Strongest Profit Lever
2. Three Ways to Set a Price
3. Quantifying the Value You Create
4. Researching Willingness to Pay
5. Designing Tiers, Versions and Price Fences
6. Choosing the Right Pricing Model
7. Using Price Psychology Ethically
8. Discounts and Promotions Without Losing Margin
9. Pricing Subscriptions and Recurring Revenue
10. Raising Prices Without Losing Customers
11. Governing Pricing Decisions

Part of The Business Library

This title is one of the 55 ebooks in The Business Library, available together for £109 (worth £1,437 if bought separately: the total of the individual prices of the included titles in our store). It is also included in The Ultimate Business Bundle, which adds 8 checklists and toolkits and 10 workbooks — all 73 products for £147.