DR. REED K. HOLDEN (right) is Founder of Holden Advisors, consultancy to senior executives in Fortune 500 companies. Dr. Holden is co-author of the second and third editions of The Strategy and Tactics of Pricing. He is also the author of the first and second editions of Negotiating with Backbone: Eight Sales Strategies to Defend Your Price and Value. JEET MUKHERJEE (left) is Vice President, Head of Pricing at Holden Advisors, and has two decades of global experience in management consulting, strategy, analytics, marketing and pricing. He holds an MBA from Boston University s Questrom School of Business and has worked with clients in the distribution, pharmaceutical, healthcare, and technology sectors.