The Price is Right: How to Get the Most from Your Pricing Strategy With Per Sjofors

<p><strong>Connect with Per Sjofors:</strong></p><p>Email:&nbsp;<a href="mailto:per@sjofors.com" rel="noopener noreferrer" target="_blank">per@sjofors.com</a>.</p><p>Website: www.sjofors.com</p><p><strong>Lisa Ryan:&nbsp;</strong>Hey, it's Lisa Ryan. Welcome to the Manufacturers Network podcast. I'm here today with Per Sjofors. Per is the founder of Sjofors Partners. Pricing has always been an interest area for Per. As a serial entrepreneur running companies in Europe and the U.S., he did pricing experiences. Now some of these experiences worked spectacularly well, and others not so much. As a result, Per founded his company out of his frustration that his business schools taught him that pricing is too abstract, too academic for a business executive to act on. Per, welcome to the show today.&nbsp;&nbsp;</p><p>&nbsp;<strong>Per Sjofors:&nbsp;</strong>Thank you very much, Lisa, and thank you for having me.</p><p><strong>Lisa Ryan:&nbsp;</strong>Absolutely. Share with us a little bit about your background. What brought you here, and with this whole focus on pricing and the craziness that goes along with that?</p><p><strong>Per Sjofors:&nbsp;</strong>Well, it's a little bit of what you just mentioned. I had been able to run a few companies here in the U.S. and in Europe before I moved here. And these experiments we did with pricing - some were spectacular. I mean, we could see revenues are up 25 percent the next quarter, and others were complete duds. And business school learnings were so academic and so theoretical that it was useless. So, 13 years ago, I decided I was too old and too opinionated to report to anybody.&nbsp;&nbsp;</p><p>So I decided to take that interest in pricing and develop a process that would make every pricing experiment a success. That is the process that we've been using ever since. And the core of the process is to understand how you can predict sales volume at different prices. Now, once you can predict sales volume at different prices, and when you can predict revenue at different price