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Most of you have heard me speak about reference-based pricing by now.  It’s no secret to anyone who follows me on professional social media platforms that I am a fan. While the spotlight on this subject is getting warmer by the day, the controversial opinions of followers often feel a little cold. It’s not the challenge toward this pricing methodology that prompted me to write this, but instead the misconception that it doesn’t work or can’t work. It does, and it can, in the hands of a consultant who knows how to align the components to maximize its success.

So this article is for everyone; the nay-sayers and the heck-yayers. Let’s break down the why and the how and dispel some of the most common myths along the way.

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