segunda-feira, janeiro 27, 2014

Criação e comunicação de valor para os clientes (parte III)

Parte I e parte II.
Há dias escrevia sobre os Muggles e as folhas de cálculo. No B2B, muitas vezes temos mesmo de usar a folha de cálculo...
"It all starts with the design phase.
People become confused about whether the customer seeks the lower price, or the lowest cost. As the aforementioned research shows, they seek the lowest cost. Thus the supplier (Moi ici: A sua empresa) must ensure that it can demonstrate how the performance of it(s) products will reduce customer costs and/or increase revenue. (Moi ici: Quantos comerciais conseguem demonstrar esta suposta vantagem? Quantos confiam na conversa, para tentar convencer os clientes? Quantos têm números, histórias, casos, que ajudem a suportar o que enunciam?) If it is unable to demonstrate this, then the term lowest price becomes the discussion point.
The approach starts with a close look at the acquisition process, including receiving costs, payment terms, holding inventory, and unit price. When asked whether they measure Total Cost of Ownership (TCO), some procurement professionels will say yes. A follow-up question usually reveals that these are the indicators being measured. These are, of course, important measurements; however, in most cases they are just the tip of "The Priceberg":
Next is the operation phase, during which the buyer uses what has been purchased, and in which the sometimes less visible costs bellow the water line come into play. Included here are factors such as how long the item lasts, how much energy it uses, and whether it can increase the throughput of what it is helping to produce, affect scrap rates, be easir and predictable to repair, and so forth.
Finally, the buyer needs to dispose of what has been purchased. Disposal can range from being almost free to very costly; the item may even have a residual value."
A sua empresa tem esta informação sistematizada numa série de exemplos, de casos, de histórias?
Números interessantes são os que se seguem:
"numerous studies show that the initial purchase price of an industrial application (such as a pump, fan, or gearbox) is 12 percent of its total cost. Simple put, should you focus on reducing the acquisition price of an asset, when it is only 12 percent of its TCO, or on buying a better asset that has the lowest operating and disposal cost, that covers 88 percent of its TCO? The better asset that is more "expensive" up front might just have a lower TCO." 
 Vamos construir essa informação e sistematizá-la numa série de casos?

Trechos retirados do capítulo 14 de "Innovation in Pricing"

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