Pricing with ConfidencePricing is hard. If you get it wrong, you lose profits, revenue, or both. This book is your road map for getting pricing right. Here is a sampling of the rules you need to follow if you want to stop leaving money on the table:Rule One: Replace the Discounting Habit with a Little ArroganceWho says you have to discount? See how one company kicked the end-of-quarter discount habit and increased revenue seventeen percent and profits thirty-seven percent, grabbing $300 million off the poker table.Rule Two: Understand Your Value to Your CustomerYour customers are eager to tell you. Are you ready to listen? By focusing on value delivered, Phillips garnered twenty-five percent of the price-competitive lamp market. See how Phillips did it.Rule Three: Apply One of Three Simple Pricing StrategiesOne of these three simple strategies will work for you. See how Dell stumbled with the wrong pricing strategy and how it recovered.Rule Five: Price to Increase ProfitsRevenue is good, but profits are better. Southwest Airlines and JetBlue have figured this out and avoided "dumb-bell pricing." Here's how you can, too.Rule Eight: Build Your Selling BackboneUse the first seven rules to add confidence as you sell to tough customers. Find out how a supplier of commodity electronics grabbed an extra $12.5 million off the table in a tough customer negotiation.Burton, Mark is the author of 'Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table', published 2008 under ISBN 9780470197578 and ISBN 0470197579.