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The Psychology of Price – get into the head of your customer

We are proud to announce the release of The Psychology of Price, a brand new book that lets readers into the secrets of pricing products to maximum effect.

Launched by Crimson Publishing, the company behind Startups.co.uk, The Psychology of Price reveals proven techniques for pricing services and products.

Author Leigh Caldwell, founder of leading pricing consultancy Inon, uses his vast experience with clients including the BBC, Grant’s Whiskey and HM Treasury to provide readers with an exclusive insight into the way customers think and purchase.

The book explores every pricing scenario companies from start-up, all the way through to exit , can use to drive demand, profit and customer service.

Each chapter is broken into three parts. The first tracks the story of an entirely fictional chocolate teapot brand and how its founder devised her new pricing techniques. The second offers explanations of the psychology behind each strategy and real-life case studies. And then Caldwell presents step-by-step toolkits for readers to implement the techniques themselves.

Commenting on the new book Rory Sutherland, vice chairman of Ogilvy & Mather said: “[Pricing] is the most understudied, undervalued and over simplified subject in business decision-making.  [The Psychology of Price] is essential reading for almost anyone in business.” Startups will be publishing a number of exclusive extracts from the book on the site. The first, taken from the opening chapter, examines the theory behind price as positioning.

The Psychology of Price: How to use price to increase demand, profit and customer satisfaction, published by Crimson Publishing is available on Amazon now.

 

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