quinta-feira, maio 21, 2015

"It Isn’t Illegal to Be Stupid" (parte IV)

Parte I, parte II e parte III.
"Business Is a Game of Margin, Not Volume. [Moi ici: Nunca esquecer: Volume is Vanity, Profit is Sanity]
Many large company leaders seem to sincerely believe, albeit blindly, that volume and market share are the secrets to business success. If that is the case, then why are multiple billion-dollar corporations filing bankruptcy every year in the United States? In the years between 2000 and 2004, 23 of the 40 biggest bankruptcies of all time occurred.
business is, indeed, not just a game of volume and market share. A business must maintain an adequately high price against its costs (a high gross margin), or it is going to follow these well-known predecessors down the well traveled path to bankruptcy court.
But We Can Make It Up in Volume. When businesses get into financial difficulty, it’s inevitably because some genius gets the bright idea that one can cut price and make it up in volume - to at least be “competitive.” Most people get that idea when they take a course in economics. In fact, if you have anything to do with selling or pricing, one of the worst things that may have ever happened to you was taking Econ 101 when you went to college. [Moi ici: Malta da tríade (políticos, académicos e paineleiros), todos veneram as equações das commodities].
Just to emphasize the point that the bulk of our population thinks that the only way to do business is to cut price and make it up in volume,"

Trechos retirados de "How to Sell at Margins Higher Than Your Competitors Winning Every Sale at Full Price, Rate, or Fee" de Lawrence Steinmetz e William Brooks.

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