The list price hasn’t moved in three years. The realised price has fallen every one.

Nobody signed off a price cut and the price list is unchanged, so why does the average pound collected per unit keep sliding?

By Steve 5 min read
Abstract bridge artwork for The list price hasn’t moved in three years. The realised price has fallen every one.

A business can hold its list price absolutely firm and still lose several points of price a year. No one decides to do it. There is no meeting, no memo, no moment where someone approves a reduction. The price list on the website is the same document it was in 2022. And yet if you divide total revenue by units shipped, or by billable days delivered, the number has been falling steadily and nobody in the business can say exactly when it started. This is the most common form of…

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