For many business owners, the process of determining how to price products or services is akin to boiling eye of newt in a cauldron surrounded by wicked witches. But pricing is not magic, any more than selling is magic. The Dark Art of Pricing demystifies pricing for small- to medium-sized businesses. An accountant can tell you how to cut costs, and sales trainers can help you improve your follow-through. But focusing on pricing--an often ignored area--allows you to find that sweet spot where you become the price leader because you are the best in your industry and the go-to company because of your unique value. Finding the right pricing strategy takes testing and tweaking. But the "how" and "why" are buried in corporate vaults and academic journals, almost inaccessible to the average business owner. Author Andrew Gregson has started and owned five businesses, including two franchises, and spent years consulting on profitability to small- and medium-sized businesses in North America. He simplifies the strategies that help business owners find ways to charge what they are really worth, drive larger profits, build wealth, and eventually attract buyers when the time comes to retire to a sandy beach.