"There’s a simple pricing mistake which could sink your company. The “D” word. Discounts.Recordar os números do Evangelho do Valor para ter uma ideia do poder nefasto dos descontos.
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Discounting is a slippery slope. However, if you never offer price discounts to anyone, you can resist all such requests by deferring to your company “policy.” You can also mitigate end-of-quarter price erosion by firmly communicating, early in the sales process, that your company is not subject to quarterly sales pressures.
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Eliminating price reductions also denies mediocre salespeople their favorite crutch, while encouraging creative salespeople team to craft non-price incentives to spur purchases.
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the importance of identifying, and communicating the full differentiated value to customers, rather than reflexively focusing on just price. The question isn’t which price is more or less, it’s which option provides the greatest economic value to the client and price is just one component of that conversation.”
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Pena que, com ligeireza, os jornais económicos apontem o caminho mais fácil "Quer convencer polacos? Baixe o preço". Melhor seria que pregassem outra via, uma mais rebuscada, uma menos intuitiva, uma mais estratégica, uma com mais futuro, uma que ajudasse a criar valor e diferenciação.
Trechos retirados de "This Pricing Mistake Could Sink Your Company"
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