Cash is the fuel that powers a business. Without cash the business will not operate. Without enough cash when the business needs cash the business will operate sporadically or sluggishly. If there is no cash, the business will not operate at all.
Pricing is an art and a science. The art is market strategy, the science is cash flow. This section is about pricing deals with market strategy, the art of recognizing that price is not a personal issue, a lower price is not always better, and that the marketplace will help you determine the highest price the market can bear.