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Profile: Dale Furtwengler
Articles by Dale Furtwengler
Are You Creating Value?
Three calls is all that it took to identify a futile effort and how wasteful the investment in an innovation effort had been. A dear friend and fellow pricing professional... read more
4K HDTV: A Step Too Far?
Sony’s announcement of its smaller, more affordable 4K Ultra HDTVs raises a perennial question “How do you know there’s a market for this improvement?” At what point will consumers no... read more
On Predictable Results
In the world of pricing, results are more predictable than we might think. Recently a Fortune 500 marketing professional told me that his company had changed their sales compensation program... read more
ChaChing! Using Value Pricing to Grow Sales and Profits (Part 3)
In part one we dismissed the argument that value is ‘vague’ by demonstrating that there are only three things that any buyer buys – image, innovation or time savings. This... read more
ChaChing! Using Value Pricing to Grow Sales and Profits (Part 2)
Last week we addressed the concern that value is vague. We did so by recognizing that the fact that even though each of us defines value a little differently, there... read more
ChaChing! Using Value Pricing to Grow Sales and Profits
It’s no secret that the quickest, easiest and least expensive way to grow your top line, margins and bottom line is to raise prices. Why, then, are you resisting value... read more
It’s 10 o’clock. Do You Know Where Your Profits Are?
When I began my consulting practice 24 years ago I’d go into companies and ask “What’s making money?” Most of the owners/CEOs would shrug, indicating that they really didn’t know. ... read more
Positioning for Growth
Pricing goes well beyond merely establishing a price. Indeed, there are some industries in which there’s little, if any, ability to adjust price. The health care industry is one of... read more
Is Strategic Pricing Dead?
Given the accessibility of pricing information today, is it possible to be strategic in pricing your products and services? Or are we, all, trapped by the ever-shifting sands of competitors’... read more
Attracting Male Customers – B2C and B2B
In RCE podcast #8, Kim Nasief, CEO of Measure CP, and I were asked if there is a way to attract male shoppers to stores. The generally held and widely... read more
Master of Your Destiny?
2Who’s controlling your business’s destiny? Here are some simple questions to assess how much control you have over your business. Who dictates the pricing in your business, you or your... read more
‘Sudden’ Interest In Everyday Low Prices
An article by Ely Portillo in the CharlotteObserver.com indicates that Lowe’s is the latest company to try everyday low prices. This comes on the heels of ‘failed’ attempts by Macy’s... read more
On Price Addiction
It never ceases to amaze me how addicted people get to low prices. You probably think I’m talking about buyers, don’t you? Well I’m not. As I’ve stated in many... read more
Increase Demand – Counter-intuitively
A July 30, 2012 Reuters report stating that “Two of the country’s major airlines, Kingfisher and state-owned Air India, are reducing capacity, which helped other carriers like SpiceJet push up... read more
Do Customers Control Pricing?
The CEO of a staffing firm asked what I did for a living. When I told him that I help companies get higher prices regardless of what their competitors or... read more
