Celebrating 10 Years of Pricing with Confidence (video 2 of 11).

Travis Umpleby discusses the first rule in Pricing with Confidence - "Replace the Discounting Habit with a Little Arrogance." Author Reed Holden often talks about discounting as the "crack cocaine" of many executives today. Discounting can be a terrible habit and one that is difficult to break. The result is not only lost revenue and profits today, but the impact is often felt long into the future. The best way to break any habit is to replace it with another. In this case, replace discounting with a little arrogance. This arrogance is just what is needed to kick the discounting habit.

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