"1. Pricing should be based on the value to the customer, not the cost to you.
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2. Prices should be tangible, so your customers can see what they get for what they pay.
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3. Prices should be comparable — on terms that you control.
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4. If you want to change your prices, you must reframe the service or product.
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5. Price differentiation is the key enabler of profit.
6. Pricing communication shapes the client's perception of value.
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7. You must be prepared to lose some sales in order to increase profits."
Retirado de "The psychology of price" de Leigh Caldwell
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