The Pricing Manual
Field Manual · PDF
English
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The Pricing Manual
What you charge, what you package, and what you refuse to discount
29 pages·PDF·Read in an evening
You do not have a pricing problem, you have a packaging problem and a discounting problem, and this manual settles both before it touches the number itself.
Executive summary
- The problem
- In most companies the price is set once in a spreadsheet and then lowered a point at a time by people who may discount with no rule about what to ask for in return. Nobody owns the number, so nobody sees the margin it is losing.
- What it does
- The Value Stick applied to price, packaging and the fence test before the number, the Give-Get Ladder as a one-page discount policy, and the breakeven volume shift for a price move.
- Why take it
- Every point of discount given away comes straight off the margin. This puts the number under a policy instead of under whoever is closing the deal.
For founders, commercial leaders and anyone in the business who can sign a discount.
In the first week you will
- 01Run the ownership audit: who can change a price today, by how much, and with whose signature
- 02Build three packages for one offer, each with a fence stated in a sentence and something it deliberately excludes
- 03Write the one-page discount policy with a floor, bands, approvals and the concession required per band
Contents of the Dossier
- 0129-page field manual on price as a strategic decision (instant PDF download)
- 02The Value Stick applied to price: the willingness-to-pay ceiling, the willingness-to-sell floor, and the four moves that widen the gap
- 03Packaging before the number: three tiers, the fence test, and the charging metric that makes the bill rise with the value
- 04The Give-Get Ladder: a one-page discount policy with approval bands, a floor, and the concession that must come back for every point given
- 05The price move: the breakeven volume shift computed from your own contribution margin, grandfathering, notice, and the customer note
- 06An insight extraction log citing every source behind every claim
The contents, in full · seven parts
- 01Part I: The Number Nobody OwnsWhy price outperforms volume and cost as a lever, why it is nonetheless the least managed decision on the list, and the ownership audit: who can change a price today, by how much, and with whose signature.
- 02Part II: The Value StickWillingness to pay above, willingness to sell below, price somewhere between. The four moves that widen the gap, the three bases for setting a number, and why cost-plus is blind to everything that matters.
- 03Part III: Packaging Before PriceMost pricing questions are packaging questions. Tiers, the fence test, the charging metric that rises when the customer's value rises, and what each tier must deliberately refuse to include.
- 04Part IV: What You Can Know Before You MoveThe evidence that already sits in your own records: win-loss, the discount history, the last price change. Then structured willingness-to-pay questioning, and a live price test with its guardrails.
- 05Part V: The Discounting DisciplineThe Give-Get Ladder: no point of price leaves the building without a named concession coming back. Bands, approvals, the floor below which you decline the work, and the non-price concessions to reach for first.
- 06Part VI: The Price Move, and the Desk That Runs ItThe arithmetic of how much volume a rise can afford to lose, the fairness constraint, grandfathering and notice, the customer note. Then the paired Field Kit documented tool by tool.
- 07Part VII: The Price Is a MessageThe closing argument, and the insight extraction log.
Price is the fastest lever in the business and the one with the least governance around it. A percent of price is worth more than a percent of volume or a percent of cost, because it arrives with no extra unit to make and no extra unit to ship.
Think Like a CMO names the failure mode: the leader who treats price as the only lever and discounts until margins bleed. This manual is the counter-discipline. Its position is that the number is where a packaging problem and a discounting problem become visible.
Pairs with
Think Like a CEO introduces the Value Stick as one of five strategy frameworks; this manual takes that one framework and spends a book on it. Think Like a CMO argues that price is a message before it is a margin, set far from the conversation about what the brand means. The paired Field Kit, The Pricing Desk, turns the discipline into installable agent skills: the packaging options, the discount policy, the quote checked before it goes out, and the memo for the move.
Before you buy
01What format is it?
A PDF, typeset for screen and for print. No app, no reader account, no expiry.
02How long is a manual?
Short on purpose. One subject, one evening, nothing padded to justify a price.
03Who is it written for?
Operators who have to decide something on Monday: marketing and analytics leads, founders, agency practitioners.
04Can I buy them together?
Yes. The Complete Dossier is ten manuals in one checkout, well under the price of the parts.
05How does it arrive?
Instantly. Pay by card and the download link is in your inbox within seconds, and on the confirmation screen.
06Is this a subscription?
No. One payment, lifetime access to your download, every future revision of what you bought included.
07What if it is not useful to me?
Write to info@conclusionmp.com within 14 days of purchase and you get a full refund. No questions, no forms.
Ready when you are
The Pricing Manual, $5.99.
Instant download, one payment, every future revision included. Or take The Complete Dossier, ten items for $29, and this manual works out at $2.90.