The Practical CMO by Chief Outsiders

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Pricing with Daring Caution

December 9, 2020

Bob Sherlock is our guest on The Practical CMO hosted by Mark Coronna

What is it about pricing that appears daunting? Is it that it seems a strange mix of art and science which itself is intimidating? Is it a challenge because we lack the data from customers and competitors required to make high confidence decisions? Is it because we don’t have the courage to match our pricing with the value we provide? Or is it because we fear making a decision which may have unfortunate negative consequences on our business?

An effective pricing strategy may appear like the holy grail, but businesses need competitive pricing which matches their value propositions and is effective in their core markets.

Today’s Participants:
Host: Mark Coronna, Partner & CMO, Chief Outsiders

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Guest: Bob Sherlock, Partner & CMO, Chief Outsiders

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Additional resources referred to in this program can be found here:

“Daring Caution: The Executives Guide to Pricing Improvement,” Robert F. Sherlock, Infinity
Publishing, 2011. Available at Amazon and other online bookstores.

Bob Sherlock’s New eBook on Pricing:

“Value-Based Pricing: Drive Sales and Boost Your Bottom Line by Creating, Communicating and
Capturing Customer Value” Hardcover – 2011 by Harry Macdivitt  and Mike Wilkinson

“The Strategy and Tactics of Pricing: A Guide to Growing More Profitably” by Thomas T. Nagle