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Home / Archives for Dale Furtwengler

Dale Furtwengler

Dale Furtwengler

Dale Furtwengler

Dale Furtwengler helps businesses get higher prices regardless of what their competitors or the economy are doing.  His latest book, Pricing for Profit, was recently translated into Chinese.  Visit Dale’s Pricing for Profit blog where he highlights, often irreverently, the best and worst pricing/branding/marketing/sales strategies.

When Profits Collapse, Don’t Turn to Discounting

Nov 7, 2014 By Dale Furtwengler

I’ve been in the business world for over 40 years and I’ve lost count of the number of times that discounting has exacerbated a sales decline it was intended to avert. Conversely, I’ve seen sale declines turn around with amazing alacrity through more focused, value-oriented marketing messages.

Filed Under: Pricing Strategy Tagged With: Dale Furtwengler, Discounts, Marketing, Mistakes, Pricing, Value Proposition

Communicating Price Increases

Sep 26, 2014 By Dale Furtwengler

These simple tips can help you minimize ‘sticker shock,’ get the price increase you so richly deserve and retain the customers you want. Now that’s a winning combination.

Filed Under: Pricing Strategy Tagged With: Communication, Dale Furtwengler, Mistakes, Pricing Strategy, Value

A Pricing Problem

Sep 9, 2014 By Dale Furtwengler

I recently had a truly unusual, memorable experience facilitating a discussion about pricing. What made it unusual? There wasn’t one question about pricing. Yet every person there described their ‘problem’ as a pricing problem. What were the real issues?

Filed Under: Pricing Strategy Tagged With: Dale Furtwengler, Pricing Strategy, Sales Activities, Solving Problems

A Tale of Two Pricing Strategies

Jul 29, 2014 By Dale Furtwengler

Imagine two companies. One touts the results the customer can expect and charges premium prices, the other touts its low prices. Which one wins?

Filed Under: Pricing Strategy Tagged With: Branding, Dale Furtwengler, Pricing Strategy, Profit

Flying Blind

Jul 7, 2014 By Dale Furtwengler

Imagine that you’re a seasoned pilot. You’ve filed your flight plan, then a massive snow storm hits. Visibility is zero and the winds are gusting up to 30 knots. Are you going to take off?

Filed Under: Pricing Strategy Tagged With: Competitors, Dale Furtwengler, Mistakes, Pricing, Pricing Strategy

When Buyers Behave Irrationally

Jun 9, 2014 By Dale Furtwengler

Being known for consistently high quality increases the desire buyers have for your offerings as well as the premium they’re willing to pay.

Filed Under: Pricing Strategy Tagged With: Branding, Dale Furtwengler, Pricing, Pricing Strategy, Relevant Benefits

The Wrong Hero

Apr 17, 2014 By Dale Furtwengler

If you want your marketing messages to translate into sales at premium prices, tell stories in which customers and prospects can experience the joy of your offerings—even if they haven’t tried them yet.

Filed Under: Pricing Strategy Tagged With: Dale Furtwengler, Differentiation, Pricing, Relevant Benefits, Solving Problems

The Allure of Low Prices

Mar 14, 2014 By Dale Furtwengler

I missed the irony on my first read of the email in which a marketing firm talked about pricing. The second reading left me laughing. It never ceases to amaze me how alluring low prices are to sellers.

Filed Under: Pricing Strategy Tagged With: Consistency, Dale Furtwengler, Discounts, Pricing Strategy, Value

When is a Reward NOT a Reward?

Feb 10, 2014 By Dale Furtwengler

Converting a reward program to a marketing program is a violation of your customers’ trust. Losing their trust is one of the quickest ways to drive your customers to your competitors.

Filed Under: Pricing Strategy Tagged With: Customer Loyalty, Dale Furtwengler, Discounts, Marketing, Trust

Of Price and Profits

Jan 24, 2014 By Dale Furtwengler

How is it that businesses consistently fail to see the relationship between price and profits? What I suspect is that many businesses believe that it’s easier to compete on price than to differentiate.

Filed Under: Pricing Strategy Tagged With: Dale Furtwengler, Differentiation, Discounts, Mistakes, Pricing Strategy, Profits

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