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Price is the primary feature of every transaction-so why is it often treated as an afterthought? Most companies use pricing approaches developed before the internet, failing to harness modern analytics. Your customer relationships vary widely; shouldn't each customer's loyalty to your product or service be reflected in their price?In this age of increasing price transparency, uniform pricing is no longer sufficient. The best way forward is to create personalized pricing for your loyal customers and resist the constant discounting pressure of internet price aggregation. In Price, Cactus Raazi invites you to shake loose of your pricing preconceptions. Whether you're a corporate executive or a sole proprietor, you'll see how personalized pricing can improve customer loyalty and turn episodic transactions into recurring revenue. With price transparency and aggressive discounting here to stay, now is the time to refocus your pricing approach on your individual customer.