Acerca do pricing

Primeiro, reforçar uma verdade muito querida neste blogue:

"If you win the business at $120K, you’ve made $20K. If you win the business at $125K, a 4% price increase, you make $25K, a 25% improvement in profit. The particulars will depend on your business and the details of the proposal, but hopefully you get the idea. Small changes in price can have big impact on profit."

Depois, algumas regras a considerar na feitura de um preço:

"1. Don’t price based on your cost....
2. Your price is limited by your perceived differential value— so price based on that....
Value is not something defined by your features. It is based on how you change the equation for customer. More specifically, it’s about how the customer perceives you change their situation, relative to the next best alternative. Your price is limited by your perceived differential value.
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3. Don’t lower your price to try to lower risk.
Many SMBs competing against big companies think that lower prices will help. This is true if the buyer thinks the big companies are inefficient and you can get the job done more cost-effectively. This is not true if the buyer is concerned about your ability to deliver. In this case, a lower price does nothing to help your perceived risk, and that’s if your lucky. In many cases, the lower price serves as a proxy for value and increases the perceived risk. Discounting from your initial offer certainly does not diminish the perceived risk.
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You want to be better, not cheaper.
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4. Give the buyer options"

Trechos retirados de "4 Rules for Pricing Proposals"