Winner of the Sales and Marketing Business Book Awards2024   Getting your pricing strategy right is the difference between sustainable growth, investing in product development, and happy, engaged customers and stakeholders. Harvard Business Review research shows that pricing has almost 4 times as much influence on a company''s ability to reinvest than top line sales growth. But if you don''t understand the psychology of pricing, having the wrong price can undermine your chances for success.   Double Your Price is your practical, accessible guide on the theory, strategy, psychology, and execution of pricing. With useful tools, and clear, realistic guidance on how to leverage pricing to drive business success, you''ll be able to answer the following questions for your business or product:   How much should we charge for our product or service?   How much are our customers willing to pay?   If we increase our price, will we lose customers?   How can setting prices help us cover our costs?   What are the benefits of a pricing strategy?   Will increasing or decreasing prices help my business to succeed?  Covering how pricing works, how to avoid cognitive bias, how to convince others, and many different pricing strategies, Double Your Price includes a practical set of insights, tools, and actionable guidance, and a Foreword by Lord Sainsbury. A well-designed and progressive pricing strategy is one of the most powerful tools available to businesses. Get yours right.   Judge’s feedback for Double Your Price from the Business Book Awards 2024: "Double Your Price has changed the way the judges think about pricing” “It’s easy to navigate, and takes a simple concept and explains convincingly why it should be applied to any business” “It gives compelling strategies to address chronic undercharging, ways to build the value to the customer as well as useful insights on pricing with premium customers in mind” “Well-researched and actionable, the judges were impressed with what they discovered about the psychology of pricing”