NO.1077 這樣開價就對了！｜中英對照
如何包裝產品並自信地提高價格
Fearless Pricing
How to Package Your Offering and Confidently Charge More

羅賓．韋特 Robin Waite

★連續創業家Daniel Priestley等名人推薦
★亞馬遜網路書店排行榜暢銷書

重點導讀　Main Idea
如何包裝產品並自信地提高價格
How to Package Your Offering and Confidently Charge More
大多數企業主收費過低，是因為他們是依據時間、競爭對手或心中的恐懼來定價，想要有所成長就必須依據你創造的價值和產出的成果。別再販賣時間或投入程度，開始販賣結果吧。
Most business owners charge too little because they price based on time, competitors, or fear. The path to growth is to price based on the value you create and the outcomes you deliver. Stop selling hours or inputs and start selling results.

Chapter 1 相信──重塑你對價值的認知
BELIEVE – Rewire your value perceptions
大多數時候，定價本身不是問題，是信心出了問題。你的定價可能受限於你對金錢、價值，以及客戶願意支付多少的認知。你必須先相信自己的價值，別人才會認同。
Most frequently, pricing problems are not pricing problems at all. They are confidence problems. You may be pricing based on limiting beliefs about money, worthiness, and your beliefs about what customers will pay. You must believe in your value before anyone else will agree.

Chapter 2 包裝──銷售成果，不是時間
PACKAGE – Sell outcomes, not time
大多數服務業賣的是勞力，高價值事業賣的是轉變。提高價格的關鍵在於記住：人們真正想買的不是你的時間，他們買的是你提供的結果。學會包裝你的產品，幫助客戶實現他們夢寐以求的成果，他們就會付出更高價格。
The majority of service businesses sell labor. High-value businesses sell transformations. The key to raising your prices is to remember people don't really want to buy your time, they buy the result you offer. Learn how to package what you sell to achieve a customer's dream outcome and they will pay you more.

Chapter 3 定位──成為高階首選
POSITION – Become the premium choice
如果你是所屬領域的頂尖選擇，價格通常不會是問題。將自己定位好，就能理直氣壯地收取高價。高價策略需要高端定位作為支撐，透過權威、專業、社會認同、保證、稀缺性等方式，突顯你與眾不同之處。
Price is rarely an issue if you are the premium choice in your field. Position yourself so you can justifiably charge premium pricing. Premium pricing requires premium positioning. Differentiate yourself through authority, specialization, social proof, guarantees, scarcity, and more.

Chapter 4 領導──掌控購買過程
LEAD – Control the buying journey
如果你放棄對購買過程的掌控，你將失去銷售機會。主動領導吧。事實上，比起你需要客戶，客戶更需要你。運用覺察、信任、確定和承諾，領導潛在客戶體驗卓越的購買旅程。打造完美的購買旅程吧。
If you surrender control of the buying journey, you can and will lose sales. Take the lead. The reality is the client needs you more than you need them. Guide prospects through a superior buying journey using awareness, trust, certainty, and commitment. Deliver the perfect buying journey.

Chapter 5 掌控──為定價制定規則
OWN – Set the rules for your pricing
根據你的價值建立事業，而不是迎合他人的預算。別再追逐每個潛在客戶，學會更常說不。目標不是單純提高收費，是打造一個價值高昂且絕對不容妥協的事業。
Build your business around your value, not around other people's budget. Stop chasing every prospect, and say no more frequently. The goal is not to simply charge more for what you offer. The goal is to create a business when your worth is high and most definitely non-negotiable.

延伸閱讀 Extended Reading
價值才是獲利的起點
Value Is Where Profit Begins
價格的高低，取決於顧客如何感受產品帶來的效益。當價值被重新設計與放大，定價空間也會隨之改變。
Pricing is shaped by how customers perceive the benefits a product delivers. When value is redefined and amplified, the room for pricing naturally expands.

電子書閱讀方式

您所購買的電子書，系統將自動儲存於「我的電子書櫃」，您可透過PC（Windows / Mac）、行動裝置（手機、平板），輕鬆閱讀。

• Ｗindows / Ｍac 電腦
• 請先安裝瀏覽器，→並以Chrome開啟我的電子書櫃後，點選『線上閱讀』，即可閱讀您已購買的電子書。建議使用 Chrome、Microsoft Edge有較佳的線上瀏覽效果。
• 手機／平板
• 請先安裝 電子書APP後，依照提示登入「會員中心」→「電子書管理」→「電子書APP通行碼/載具管理」，取得APP通行碼再登入APP，下載您所購買的電子書。完成下載後，點選任一書籍即可開始離線閱讀。 APP 適用版本：iOS 14.2 或以上版本，Android 6.0 以上版本。

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