Dale Furtwengler / Dale Furtwengler is a professional speaker, author and business consultant. His latest book, "Pricing for Profit," is dedicated to helping organizations break the bonds of industry pricing.
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'Tis the season for insane pricing strategies

In times of heavy discounting, retailers are ignoring the power of convenience.

Seven lessons in upselling, learned from a trip to the mechanic

Customers typically don't question your motivations when you bundle offerings. They do when you try to upsell.

How to communicate price increases to your customers

Your customers need to be gently reminded of the value they are receiving from you.

Big data, value pricing and fairness

Value pricing has long recognized that products and services have different utilities and, consequently, different values for customers.

A tale of two pricing strategies

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

Pricing lessons from the 2014 Corvette

If you’re serious about wanting to increase demand for your products, raise your prices and limit the supply.

Walmart: Pricing perseverance or insanity?

"Wal-Mart rolls out 'Black Friday-like' spring sales event to drum up sales." The St. Louis Post-Dispatch headline raises the question, does perseverance pay or is this practice the definition of insanity? The article's author, Kavita Kumar, reports that: Executives expect...

Selling into dead markets

I'm sure you're wondering, "Who in the world would do that?" More people than you might imagine. Here's what triggered this post. I was having lunch with a banker who told me, as has every bank loan officer I've met...

Changing prices, changing value?

A newscast recently reported that some companies are changing prices as often as 5,000 times a day. Why are they doing this? How well is it working? More importantly, what implications does it have for your business? Theory Why are some companies changing prices so often? The theory, as it was explained to me, is really a form of dynamic pricing.

How and why price discounts impact customer experience

What are the odds that discounting your price is going to lead to a positive customer experience? It'll be interesting to see whether your reactions to the following discount scenarios are similar to mine or whether I'm an outlier. One-time-purchase...

Pricing and human behavior modification

A recent study cited in The Australian suggests that charging fees for road usage would not only improve traffic flow, it would improve labor productivity. This raises a couple of questions: Is pricing an effective tool for modifying human behavior?...

Your price is too high!

These words strike fear into the hearts of CEOs and salespeople like no others. The reality is that this is the one statement we should long to hear.

Price and profit

A January 9, 2014 Washington Post/Associated Press article, "Retailers of all stripes sing holiday blues," states that seven retailers have cut fourth quarter profit expectations. The article goes on to say that "Retailers discounted early and often to get shoppers...

ChaChing! Using value pricing to grow sales and profits, part 3

In part 1 of this series, we dismissed the argument that value is vague by demonstrating that there are only three things that any buyer buys — image, innovation or time savings. This realization has the added benefit of removing complexity from the value pricing process.

ChaChing! Using value pricing to grow sales and profits, part 2

In Part 1 of this series, we addressed the concern that value is vague. We did so by recognizing that even though each of us defines value a little differently, there is a commonality to our humanity that allows us to create categories of buyers based on what they value most — image, innovation or time savings.

Cha-ching! Using value pricing to grow sales and profits, part 1

It's no secret that the quickest, easiest and least expensive way to grow your top line, margins and bottom line is to raise prices. Why, then, are you resisting value pricing? Is it because: The term "value" is so vague...

The problem with 'Priced to sell'

Priced to Sell, an article that appeared in Bdaily Business News, touts the use of auctions to "achieve maximum value" from sales. According to the author, auctions allow "sellers to have the ultimate reassurance that they are reaching the widest...

Pricing tips from the Oracle of Omaha

The following quote appeared in an Andrew Frye and Dakin Campbell, February 17, 2011 Bloomberg article "Buffett Says Pricing Power More Important Than Good Management." "The single most important decision in evaluating a business is pricing power," Buffett told the...

A retailer's Thanksgiving prayer

With Black Friday grabbing more headlines than the Thanksgiving holiday itself, I thought it would be worthwhile examining what a retailer's prayer would sound like this Thanksgiving: "I have so much for which to be thankful. I’m grateful for the:...

Focus! But on what?

Many of the most successful people I know attribute a great deal of their success to their ability to focus their time, effort and energy. The question is, how do they decide where to place that focus? We’ll be answering...

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