“Offering true value is a necessary but by no means sufficient condition for success. Far too often I have heard managers claim that if you make a good product, it will sell itself. This is especially common among managers with a background in engineering or sciences. A board member of a major carmaker believed this wholeheartedly. “If we build good cars, we won’t have to worry about our sales figures,” he told me in the mid-1980s. Today this company is in big trouble.Por que o valor não é algo intrínseco e incorporado na oferta mas um sentimento experienciado pelo cliente, a comunicação é fundamental.
What a mistake!
Managers have become keenly aware that value alone does you little good unless you can communicate it successfully. That means that customers understand and appreciate what they are buying. Remember, the only fundamental driver of willingness to pay is the perceived value in the eyes of the customer.
Nonetheless, the struggles continue. What makes the understanding of value to customer so complicated is that this value is often inextricably linked to outcomes which managers fail to truly understand and quantify: second-order effect s and intangible benefits.
Whenever possible, you should try to communicate value using hard data, especially in a business-to-business situation.”
Trechos retirados de "Confessions of the Pricing Man: How Price Affects Everything" de Hermann Simon.