sexta-feira, maio 15, 2015

"It Isn’t Illegal to Be Stupid" (parte I)

Desde 2008 que costumo usar esta informação:
80% das empresas criadas nos Estados Unidos já não existem passados 5 anos.
96% das empresas criadas nos Estados Unidos já não existem passados 10 anos.
Já para os negócios de franchising o mesmo número é de 33%. E a mensagem pretende sublinhar a importância de ter um modelo de negócio.
Entretanto, já há alguns dias que fui surpreendido por uma outra leitura a partir deste tipo de números:
"Most businesses end up in bankruptcy court and are liquidated or sold off because they aren’t making any money. But why should we talk about failure? This book is about success - about how to sell at a premium price and how to make a prof it for yourself and your employer. Right? Not necessarily. However, we would argue strongly that one of the first things you need to recognize is that the fundamental problem in making your prices stick is that you’re competing with many people and businesses who are actually going broke. And when businesses start losing money, they cut their prices. In a desperate attempt to try to stay alive, they slash their prices because they’ve always been told that they can make it up in volume. They think if they can just sell more, then surely they will come out on top. But that doesn’t work. When was the last time you saw a business that had a going-out-of-business price increase?
And you need to keep that in mind when you come home from a hard day of selling, with your nose bloodied, and your knuckles skinned up, and you say to yourself, “We are getting killed; we are getting hammered out there. How can those guys sell at that price? If they can sell at that price, we can, too.”
Well, Mr. or Ms. Sales Professional, you have only part of that right. They can sell at that price - and go broke and you can, too! If you base your price on your competitor’s price—and they are going broke—you will, too. Typically, someone among your competition is going broke and usually is cutting prices on the way out. Owen Young, who is credited with having built General Electric, once said, “It’s not the crook we fear in modern business; rather it’s the honest guy who doesn’t know what he is doing.”


Trechos retirados de "How to Sell at Margins Higher Than Your Competitors Winning Every Sale at Full Price, Rate, or Fee" de Lawrence Steinmetz e William Brooks.

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