Right Price: How to Price What You Sell and Value What You Own

Every price you charge is a decision. Most businesses let it be a habit - and pay for it every single day.

The Right Price is the commercial education nobody gives you: how to price what you sell - products, services, contracts and bids - and how to value what you own, from your machines to your brand to the business itself. Written by an economist who has priced from every seat - the bank credit desk, the tender room, and the shop counter - it replaces industry folklore with method: plain language, every calculation worked in full with numbers you can copy, and a checklist at the end of every chapter.

Inside, you will learn to:

• Turn a 1% price improvement into a 10% profit gain - and identify exactly which of your products can take it
• Find your true costs, including the ones your P&L hides: the cost of money, time and risk
• Read customers and competitors - and raise prices without fear, using fences, tests and honest psychology
• Master retail shelves, wholesale tiers, service contracts and maintenance agreements
• Win tenders at margins that survive the project - the bid/no-bid scorecard, the full cost buildup, and the strategy that decides the final number
• Handle VAT, sales tax, customs duties, withholding tax and currency in any country you trade
• Stay on the right side of competition law - with the real cases where businesspeople went to prison
• Value machines, property, brands and customer relationships the way professionals do
• Value a complete business - and run the two-year program that can raise its price by half

Eighteen chapters. Twenty-seven working formulas. More than sixty worked examples, real case studies from Adobe, Costco, Zara and Kraft Heinz, seven appendices of worksheets and templates - and one promise: you will never price by habit again.

PAPERBACK BONUS: every print copy includes THREE MONTHS of Right Price Lab Pro - the book's companion pricing app - a $57 value, more than twice the price of the book itself. Claim at rightpricelab.com/book.

Pricing is the most important business decision nobody is taught. Until now.