Most contractors base their pricing on the cost of materials without necessarily realizing that money is often left on the table.

Professor Dholakia (top marketing thought-leader and George R. Brown Professor of Marketing at Rice University), shares actionable steps your business can take to price its services more effectively.

Some of the things you'll learn are:

- How to raise prices without actually raising prices

- The role of customer value and reference prices in setting prices

- The importance of price execution

- How to evaluate success of your pricing decisions