domingo, abril 20, 2014

Quando é que os clientes toleram um aumento de preço?

"No product deserves higher price tag just because of its quality or because the marketer believes so.  Customers decide whether or the higher price tag is worth it.
Even if Motorola [o nome da sua empresa] believe there is higher value to the customer and customers agree with that value proposition,  the reference price set by Apple [nome da referência no mercado em que actua, ou que os seus clientes-alvo usam como líder de um cut-off criteria] brings down the price they can charge."
E ainda:
"Raising prices is not a prerogative. Those who thought otherwise and said their products deserved the price tag saw their business run to ground.
It is not permission from your CFO or shareholders. It is permission from the customers you chose to serve. It is important to see the narrow definition here – “customers you chose to serve”. First the word customers clearly indicates they pay you for your product. Second it is your choice of who to serve since you cannot and should not go after every one with a need and willing to pay for filling that need. [Moi ici: Recordar aquela frase da minha autoria, "O cliente tem sempre a última palavra, mas o fornecedor tem a primeira"]
The permission is intrinsic. It is in the form of additional value you deliver to your customers above and beyond the price they pay. More precisely it is the perceived value of customers."
BTW, este era o racional que me faltava em 1992 quando li o artigo "Managing Price, Gaining Profit" de Michael V. Marn e Robert L. Rosiello na revista Harvard Business Review, quando é que os clientes toleram um aumento de preço.
Trecho inicial retirado de "Xoom: Pricing is Wrong, Costing is Wrong or Playing for the Niche"
Segundo trecho retirado de "Permission to raise prices"

Sem comentários: