Dear Friends,

After the great results from 'Pillars of Business Success' book, we are now about to release 'Marketing Success' book.

Here is an extract about an effective and practical approach on how to effectively price your goods or services in a competitive market place.

Regards

Tony Gattari

Read an extract from the Book

Want to Keep Competitive

A business coach makes a basic assessment of his client’s business. “You need to increase your prices.”

The business owner looks at the business coach shocked and replies, “but if I increase my prices, my competition will run me out of town and I’ll lose all of my customers.”

The business coach made a generalist assumption to what can be a complex issue. It is easy to just say increase prices, but the business owner is the one in the frontline who watches his competition continually discounting to get the sale. The business coach is not completely wrong in saying that the business owner should increase his prices, but due to a possible lack of experience, does not understand the price sensitivities in the market that the business owner operates in.

Here is a simple solution in which to determine your pricing strategy for your products/services;

1. All products/services which are deemed to be a commodity (something that can be obtained across the entire market category in which you operate) should be priced within 5% (+/-) variance to that of your main competitors.

 

2. Any unique products/services that your business offers, where there is little or no competition against, increase the price immediately by a minimum of 10% or what you feel that the market will bear above this increase (it could be a 30% increase!)

Think about when you go shopping in the supermarket. Look at the end caps filled with basic items such as toilet paper, soft drinks, biscuits etc. These items are generally not unique to the supermarket, but are extremely popular. The supermarket and its competitors slug it out each week by offering a ridiculous special on these items to drive customers into the store.

You might walk around and pick up half a dozen ‘great specials’ on your trip. But the rest of the items which are not highly competitive between the supermarkets or have been made especially for them, are not priced as cheap as the specials. You finish your grocery shop and marvel at the specials that you picked up, but the reality is that your grocery trip was not the bargain hunt that you thought.

This is the psychology of pricing, whereby keeping the commodity items competitive to the market, in the customers eyes you are perceived to offer value for money, as they do not perceive you as being expensive. Once you have created this perception and maintained it, you will not make your money in the commodity items, but in the ‘unique’ products/services that your business offers, which has a higher unit prices and subsequently higher margins.

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“This is a book takes you up-close and personal with sixteen of the best marketing minds in the country. Collectively they have added billions of dollars to the bottom lines of businesses. Now, in one place, you can discover all of their secrets and tap into the same knowledge that others pay thousands of dollars to learn!"

What do others say about the Marketing Success Book?

David Berkman - Director - Flexirent Capital

“Within 10 years we have a public company worth over $600m – and that is from a standing start. Thank you Tony! What stands out in my memories is Tony talking straight common sense from the perspective of what customers actually want. Not what we may want to sell – but what customers want to see, hear and buy.”

Bill Crichton - MD - Sanyo Australia

“Tony Gattari is not only genuine, but genuinely interested in business today, and how people go about their growth in the business world. Marketing has been Tony's real passion since his days of helping small proprietors grow themselves and their business franchises within.”

Peter Stirling - Managing Editor - My Business

“As a marketer, Tony Gattari is a natural-born salesman.  As far as he is concerned, marketing that does not lead to sales - and sooner rather than later - is a waste of space and money. With sales as the target, the marketing arrows in Tony's excellent new book fly unerringly to the target - building the bottom line.”

Richard Eastmead - Proprietor - The Good Guys Penrith

"I have known Tony Gattari for many years and worked with him during the early days of the incredible growth of Harvey Norman Computers.  I have always said that Tony was put on this earth as a marketer.  His passion and enthusiasm is always contagious and his street smart, gorilla marketing concepts have seen real world results. This book will give you plenty of usable ideas and concepts without the usual academic psycho babble that you will find in many other marketing books."

Pre-Order your copy of 'Marketing Success' by 7th October 2007 & receive a FREE copy of 'A Vision for the Future' DVD.

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