JfDI!
How to sell brilliantly
Unplugged
Price seems so easy.
A number that expresses how many pounds/dollars/euros you need to transfer to us to enjoy our product or service.
If only.
Price expresses position in the market, it indicates (perceived) value, it ensures sufficient margin and consequent profit to pay for air-conditioning, product innovation and training for the sales team. And that's just for starters.
Give discount and all those subtle factors are nicely messed up.
Price is not a number; price is a strategy.