"Some prospects don’t understand how paying more can cost them less. [Moi ici: O truque do value based pricing, pensar no ciclo de vida que inclui o pós-compra. E se o comprador não chega lá, é tarefa do consultor de compra demonstrar as contas e abrir a mente do comprador para esse mundo] You are faced with a choice. You can either more effectively sell the value you create, or you can eliminate price as an objection. It’s easier to lower your price than it is to sell better. [Moi ici: Demasiado fácil e, quando não se investe na actividade comercial, quando não se trabalham os argumentos, quando não se focaliza nos clientes-alvo, ... é inevitável a erosão do desconto]O que é que a sua empresa faz para vender melhor?
This is how sales organizations, salespeople, and whole industries are commoditized. If you have chosen low price as your strategy, then you need to compete by eliminating costs and providing the lowest price in all cases. But if you have decided to sell the additional value you create, the value that makes you different, then you need to focus on selling more effectively.
Reducing your price to increase your revenue is one way to go about increased sales. But that choice comes with reduced margins. You may indeed end up increasing your sales and selling more while building a far less profitable, and less valuable business. And you might also build a business that doesn’t make a difference in the end."
Trechos retirados de "Why You Cannot Match Your Competitor’s Price"