Riassunto
Working too hard for too little money Have you ever felt…. there is downward pressure on price… your customers keep complaining over price; your competitors keep lowering their price; your margins are constantly being squeezed; customers aren’t paying you on time and you’re often short of cash; you’re working too hard and too many hours, and ultimately you’re not making enough money? If so, you’re not alone. The most common underlying reason for these problems is the wrong way of pricing. Unfortunately, most businesses use emotional pricing, which comes from a lack of understanding of pricing strategy; reacting to gut feel and emotion rather than the facts. Rather than from a proper understanding of the numbers. Without understanding the numbers, pricing strategy and price psychology, most small businesses end up competing on price with no real differentiation in the market. This book walks you through the drivers of profit of your business and reveals why price is the most powerful of them all. You will discover the two primary pricing strategies and why one of them is usually doomed to fail. You will learn the dangers of reducing price, offering discounts and promotions, and how to do it the right way. You will also learn how you can increase your prices without losing customers. You’ll have strategies for dealing with lower-priced competitors, how to handle price objections plus powerful pricing tactics for getting much higher prices.
Informazioni sull?autore
Mark Wickersham Chartered Accountant, public speaker and #1 best-selling author is known as the most sought-after profit improvement expert in the accounting community. He is famous for helping accounting firms double their profits in less than 18 months without having to work harder or do any uncomfortable marketing. Find out how YOU can make more money too. He is passionate about the accounting profession and helping accountants to become much more profitable. He believes every firm, including you, has the potential to double profits using the 7-step Fastest Way To Double Your Profits formula. He also strongly believes that the old business model (the way accountants are taught to run accounting firms) is not only commercially stupid, but UNETHICAL. We owe it to our clients to change our focus. This is something Mark learned the hard way. Don t make the same BIG mistake Mark made. Mark started his own accounting firm in 1996 and made dozens of stupid mistakes in the first 2 years. Mistakes that had disastrous consequences on his profits and cash balances. But in November 1999 all that changed. With help from Steve Pipe, Michael Gerber, Paul Dunn and Ron Baker he created the 7-step Fastest Way To Double Your Profits formula. Not only did this completely transform the profits of his own accounting firm (which enabled him to sell it in a management buy-out a few years later), it has helped 100s of UK Accounting firms. For example... Phil Bessant (a sole practitioner in Newport) recently wrote, Wow! I ve added over £100,000 to my fees (which will all be extra profit) in just a few short months by following the step-by-step advice and systems in Marks 'Effective Pricing for Accountants' programme. And it was so easy to do. And Phil Ellerby (a sole practitioner in Leeds) wrote, Marks simple step-by-step guide... has increased my GRF by 400% in just 2 years, earning me over £220k. This 7-step formula is transforming accounting firms. Number 1 bestselling author Mark is also a widely published author on practice issues. In May 2011 his book, Effective Pricing for Accountants , was a #1 Amazon bestseller. He has also co-authored Your Blueprint for a Better Tax Practice and Your Blueprint for a Better Accountancy Practice , both of which have been widely acclaimed. Mark has over 100 recommendations from accountants on LinkedIn; CONNECT with him on LinkedIn to get access to free resources Mark has created for accountants in practice.
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