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Robert Sherlock

Robert Sherlock is a creative, strategic marketer who helps companies to create more value, get their value recognized by customers, and collect for it in their pricing.  He has led client assignments in strategic market planning and development, sales and service process improvement, and pricing optimization.  Robert is the author of Daring Caution: The Executive's Guide to Pricing Improvement and an engaging speaker.

Earlier, Robert was founder and CEO of Delivery Station, a venture-funded logistics service provider for distributors serving contractors, service technicians, and other mobile personnel. Bob previously served as VP – Marketing for Wickes Inc. and held increasingly responsible management positions at General Electric Company (on GE's Corporate Staff, and in three of GE's operating businesses).

He is a member of the Marketing Executives Network Group, Professional Pricing Society, and The Chicago Council on Global Affairs. Bob has an MBA from Dartmouth’s Amos Tuck School of Business Administration and a BA in Economics from the University of Maine.

Robert is a published author and expert on pricing.  Here is some information about his book:

Daring Caution

Author: Robert F. Sherlock

$29.95, signed & U.S. postpaid

Today’s economy challenges every executive to find earnings improvement opportunities and offset the numerous risks to profitability. More effective pricing can provide a very powerful antidote to profit pressure. Yet it’s common that executives hesitate to launch a pricing improvement initiative. They may lack good pricing information, and worry about losing volume if they push for higher prices. They may not know how to plan and carry out a pricing initiative, or how to overcome barriers to better pricing.

In Daring Caution, Bob Sherlock provides executives with a guide for leading their organizations to get better at pricing:

  • Improving their process for making pricing decisions
  • Getting recognized and paid for the value they provide to customers, and
  • Increasing their pricing power.

Daring Caution is available at Amazon