The Ten Rules of Pricing with Confidence

1. Replace the Discounting Habit With a Little Arrogance
2. Understand the Value You Offer Your Customer
3. Apply a Simple Pricing Strategy
4. Play Better Poker with Customers
5. Price to Increase Profits 
6. Innovate for Growth  
7. Get Your Competitor to React to You
8. Build Selling Backbone
9. Take Simple Steps to Move from Cost Plus to Value Based Pricing
10. Price with Confidence: Remember Who You Are