Seven Unwritten Principles For A Successful Pricing Strategy

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In an effort to improve profits, most modern businesses have already implemented cost-cutting or reengineering initiatives and instituted measures to improve productivity. Yet relatively little investment and innovation has gone into the one factor that can have a significantly larger impact on profitability-pricing.


1.      Customers don't buy what, or how, they buy why

2.      The first law of marketing: all value is subjective

3.      The second law of marketing: all prices are contextual

4.      There is no such thing as a commodity

5.      How people buy

6.      The three pricing strategies

7.      Pricing Mr. Spock vs. Homer Simpson-the insights of behavioral economics


By gaining an understanding of these seven principles, attendees will receive a framework that will enable them to better match price to value, as well as experiment with various pricing strategies in order to drive profitability.

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Start: Wednesday, November 2, 2011 at 1:00pm

End: Wednesday, November 2, 2011 at 2:00pm



Ronald J. Baker, Founder

VeraSage Institute

Ronald J. Baker started his career in 1984 with KPMG's Private Business Advisory Services in San Francisco. Today, he is the founder of VeraSage Institute, the leading think tank dedicated to educating professionals around the world.

As a frequent speaker, writer, and educator, his work takes him around the world. He has been an instructor with the California CPA Education Foundation since 1995 and has authored fifteen courses for them.

Ron has toured the world, spreading his value-pricing message to over 100,000 professionals. He has been appointed to the American Institute of Certified Public Accountant's Group of One Hundred, a think tank of leaders to address the future of the profession, named on Accounting Today's 2001, 2002, 2003, 2004, 2005, 2006, 2007, and 2011 Top 100 Most Influential People in the profession, and received the 2003 Award for Instructor Excellence from the California CPA Education Foundation.

He graduated in 1984, from San Francisco State University, with a Bachelor of Science in accounting and a minor in economics. He is a graduate of Disney University and Cato University, and is a member of the Professional Pricing Society. He presently resides in Petaluma, California.