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Why Under-Pricing is a Common Business Error (Double Your Price: Part 2)
Part 2. A discussion of under pricing, and the reasons why
it’s so common.
Double Your Price: The Strategy and Tactics of Smart Pricing
- Winner of The Sales & Marketing Book 2024, Business Book Awards.
This excerpt from David Falzani's prize winning book, "Double Your Price," focuses on the detrimental effects of under-pricing in business.
Falzani argues that under-pricing, defined as selling products or services significantly below their potential market value, is a common error that can cripple a company's growth and ultimately lead to its downfall. He asserts that businesses often under-price due to a lack of confidence in their value proposition, fear of insufficient sales, or a failure to regularly review and adjust pricing. This behaviour is often fuelled by cognitive biases, such as
confirmation bias and anchoring, that hinder rational decision-making. Falzani then presents evidence from successful high-growth companies, such as Innocent Drinks and Apple, to illustrate how charging premium prices can drive profitability, investment, and sustainable growth. The text concludes by providing practical questions to assess whether a business is under-pricing and offers techniques like single-use economics to analyse profitability. Ultimately, the excerpt aims to dispel the misconception that low prices guarantee success and to emphasize the critical role of strategic pricing in achieving long-term business prosperity.
https://www.amazon.com/Double-Your-Price-Strategy-Tactics/dp/1292426349/
https://www.amazon.co.uk/Double-Your-Price-Strategy-Tactics/dp/1292426349/
Audio provided by NotebookLM AI.
View all episodes
By D.A.M. FalzaniPart 2. A discussion of under pricing, and the reasons why
it’s so common.
Double Your Price: The Strategy and Tactics of Smart Pricing
- Winner of The Sales & Marketing Book 2024, Business Book Awards.
This excerpt from David Falzani's prize winning book, "Double Your Price," focuses on the detrimental effects of under-pricing in business.
Falzani argues that under-pricing, defined as selling products or services significantly below their potential market value, is a common error that can cripple a company's growth and ultimately lead to its downfall. He asserts that businesses often under-price due to a lack of confidence in their value proposition, fear of insufficient sales, or a failure to regularly review and adjust pricing. This behaviour is often fuelled by cognitive biases, such as
confirmation bias and anchoring, that hinder rational decision-making. Falzani then presents evidence from successful high-growth companies, such as Innocent Drinks and Apple, to illustrate how charging premium prices can drive profitability, investment, and sustainable growth. The text concludes by providing practical questions to assess whether a business is under-pricing and offers techniques like single-use economics to analyse profitability. Ultimately, the excerpt aims to dispel the misconception that low prices guarantee success and to emphasize the critical role of strategic pricing in achieving long-term business prosperity.
https://www.amazon.com/Double-Your-Price-Strategy-Tactics/dp/1292426349/
https://www.amazon.co.uk/Double-Your-Price-Strategy-Tactics/dp/1292426349/
Audio provided by NotebookLM AI.