Pricing with Confidence: 10 Ways to Stop Leaving Money on the Table

Reed Holden’s most influential book, a practical guide to implementing value-based pricing organized around ten clear rules. Co-authored with Mark Burton, it provides an actionable roadmap for sales, marketing, and finance teams who want to stop leaving money on the table through habitual discounting.

Why Start Here

This is Holden at his most focused and practical. Each rule addresses a specific pricing failure mode that he has seen repeatedly across decades of consulting: discounting out of habit, failing to understand customer value, caving during negotiations, and pricing based on costs rather than value. The book is designed for practitioners who need to implement better pricing in real organizations with real sales teams.

What sets Holden apart from more academic pricing authors is his emphasis on the human side of pricing. He understands that pricing confidence comes not from spreadsheets but from deeply understanding your value proposition and building the organizational discipline to defend it. The negotiation frameworks alone are worth the price of the book.

What to Expect

A structured, rule-based book with clear takeaways in each chapter. The writing is direct and assumes some business experience, particularly in B2B sales or product management. Each rule includes practical implementation steps and real examples from Holden’s consulting work. At 240 pages, it is concise and action-oriented.