Por isso, foi com interesse que descobri este livro "Pricing with confidence - 10 ways to stop leaving money on the table" de Reed Holden e Mark Burton. Trechos sobre a primeira regra:
"Rule One: Replace the Discounting Habit with a Little ArroganceThe best way to dislodge any deep-rooted habit is to replace it with another....
Price discounting is entrenched in most organizations. As with any addiction, the discounting habit is tough to break cold turkey. The best way to dislodge any deeprooted attitude is to replace it with another. Arrogance, feeling good about your products and services, provides the confidence needed to kick the discounting habit."
"If all you talk about with customers is price, there is no price that is going to be low enough. Price is important, but there are considerations that must come first. We learned to start the conversation with value."A propósito deste trecho, um exemplo: ontem fiquei surpreendido com este twitt:
E toda a riqueza, a cultura, a mística por detrás da marca "Gapingvoid"?
"Arrogance, just a little, means that people, especially salespeople, feel confident about what their company offers and why it functions better on behalf of its customers. If they don’t feel confident, how can you expect them to price with confidence?"...
"The starting point in being confident in your price is being confident in your value. That starting point begins at the top of the firm with the leadership and senior managers."...
"There’s nothing wrong with discounting. Sometimes it’s the right response. It’s the habit of discounting—the unthinking and throwcaution-to-the-wind desperation—that’s so destructive. It’s the addiction to discounting that we’re against. The difficulty with discounting is, as with all addictions, that it is very difficult to stop....
People get used to discounting."
"Discounting never occurs in a vacuum. Companies and managers develop systems and processes that allow discounting to flourish.".
O primeiro passo é o de acreditar no valor do que se produz.