Price is one of the most important things for a business to get right, and one of the hardest. It's too easy to go for a lower price for your product or service to try to get more sales, or to keep launching one discount promotion after another.All you are doing is giving money (and profit!) away.'How To Price Your Platypus' is a practical guide that helps you to find ways to increase your price, whether you sell products or services.Why a platypus? Well, if you had a platypus, what price would you decide to sell it for? You can't look up other platypus sellers on Google to find a typical price, they don't exist. So where do you start? Most businesses have a platypus of their own, a pricing challenge that they would love to find a solution for.The book starts with a review of some simple tools that can be used to help you decide what your pricing potential is - just how much could you try to increase your prices by? But that's only half the story. Once you have decided what to charge, how do you communicate those prices successfully? That's where the psychology comes in.Each moment we all make multiple decisions about all sorts of things, and those decisions are almost all unconscious. This is true of almost all pricing decisions too, even when selling to a business buyer. By understanding the psychology behind how we make those pricing decisions, you can successfully charge a higher price.