Fugir de os tratar como plankton

"When customers perceive equality between two suppliers, it is easy for them to default to the one that offers lower pricing. If the only quantifiable data point containing a currency symbol that a seller has to engage a customer with is their unit pricing, they will be at a severe disadvantage during any type of negotiation. This lack of solid data will work against them especially if they're either the highest- or the lowest-price provider. Note the key word in the first sentence—"perceive." It's unfortunate, but far too many people today base decisions on their perceptions rather than on facts.
.
The old phrase "what you don't know will hurt you" will plague sellers during pricing and business negotiations with customers if they're unaware of the tangible value delivered. Qualitative, abstract, and general statements of activities and perceived benefits cannot effectively combat the thinking that "I can get the same thing cheaper from many other suppliers." Likewise, similar types of intangible statements of supposed benefits cannot consistently and effectively offset price objections for superior products, services, or technologies. Even if the seller and their organization is truly responsible for effectively implementing technology or process improvements that have increased efficiencies and/or reduced external expenditures, the customer will perceive that no formal value has been created."

Recordo esta frase:

"The key management capability is not being in control, but to participate and influence the formation of sense making and meaning. It is about creating a context that enables connectedness, interaction and trust between people" 

 E esta outra:

"to move away from the traditional industrial view of the customer offering as an output of one’s production system to a view in which the customer offering is seen as an input in the customer’s value creating process"

E ainda:

"Customers often think we are different not because we are different, but because we recognize what makes them different"

Isto explica a dificuldade crescente das empresas grandes, empresas que têm tendência a tratar os clientes como plankton. Quando se tratam os clientes como plankton fazem-se contas gerais e genéricas sobre como um cliente médio criará, percepcionará valor a emergir na sua vida. Quando se tratam os clientes como membros de uma tribo específica ou melhor ainda, como indivíduos, fazem-se contas muito mais correctas e ajustadas. Aliás, algo que se confirma ao ler estes textos sobre pricing, as contas são tanto mais correctas e eficazes quanto mais resultarem de uma colaboração entre ambas as partes. Empresas grandes não têm ADN para esse tipo de abordagem. Tudo aponta para Mongo.

Trecho inicial retirado de "Value First Then Price" de Hinterhuber e Snelgrove.