Valor em vez de preço

Uma reflexão muito interessante "On Price, Cost, Value Creation, and the Insanely Jealous":

"Price and cost are two very, very different ideas. There is no way to determine what something costs by looking at the price alone. In order to determine the cost, you have to subtract the price from the value created.
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Salespeople fall into this trap all of the time. We look at what our lower priced competitors charge as a price, not remembering that doing so means we are looking at the number completely divorced from the value being created.
We mistakenly believe that if we had a lower price that acquiring new clients would be easier. We mistakenly believe that somehow commodity pricing is an easier game to play. In fact, it’s much more difficult to sell without differentiation and where no value created is worth paying more to obtain.
We get this wrong the other way, too. We can’t understand how are competitors can justify charging a higher price. That too is because we are focused on the wrong end of the stick—the action is in the value creation, not the price.
Your competitor’s price doesn’t matter. What matters is that you create more value at your price than they create at their price. That is a lower cost and greater value.
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As salespeople (and sales organizations), we are consumed with price. Our clients are consumed with price. But price is meaningless when it is divorced from the value attached to it.
Here is a way to think about this for you and for your business. Ask the question, “What am I worth.” Or, for your business, ask the question, “What are we worth?” Instead of focusing on price, focus instead on the value that you create.
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Price is a distraction. You do yourself and your client a disservice when you focus on price. You should be focused instead on how you create the greatest amount of value. You should be focused instead on doing something worth paying for in the first place."