Pricing can often feel like guesswork. You may wonder, “Could I make more profit if I charged more?” but also worry about losing customers. Many businesses simply add a markup to costs, but pricing can be far more nuanced and effective than that.

This course shows you a logical, practical way to find your optimal price (one that increases profits without driving customers away). You'll learn how increasing profits comes from getting your pricing maximised instead of trying to sell more or produce more. We’ll combine simple calculations with real-world experimentation to identify your ideal price point. No more guessing - just clear strategies. You’ll also learn how to confidently explain and justify your prices so customers understand the value and stay loyal. We’ll cover proven pricing theories, including skimming, psychological pricing, loss leaders, add-ons, pricing for startups, and strategies for repeat business. You’ll then also discover how to adapt pricing to different situations to grow sustainably while keeping customers happy. With over 25 years of experience in negotiation, selling, and running a business, Chris Croft has distilled what truly works. If you’re ready to stop guessing and start pricing with confidence, this course will help you make pricing simple and more profitable.