7種定價策略--如何為產品定價？ (7 Pricing Strategies

7種定價策略--如何為產品定價？ (7 Pricing Strategies - How To Price A Product ... -Oneofthemostimportantandoneofthemostcriticalquestionsyouhavetoaskyourselfasanentrepreneurishowmuchdoyouchargeforyourproductoryourservice.Now,whenitcomestopricingit'ssuchanimportantdecisionbecauseitaffectsyourmarketing.Doneproperly,pricingcouldalsobeamarketingstrategy.Sotoday,I'mgonnagiveyounotone,nottwo,notfive.Sevenpricingstrategies.Sothenfromnowon,youknowexactlyhowyoushouldpriceyourproductoryourservice.Youseewhenyouarenotchargingenough,solet'ssay,youpricetoolow,you'renotmakingaprofit,you'renotmakingmoney.Whenyoupricetoohigh,thenmaybeyou'renotgettingcustomers,you'renotgettingenoughvolumesoyouwon'tgrow.Sothere'sthatfinebalancetojusttherighttypeofpricingstrategycouldchangeeverything.Pricingstrategynumberone,pricetoyourcompetition.Thatmeansfindoutwhatyourcompetitorsarechargingandthenmaybeyouchargekindofthesame.Let'ssay,theysellthisproductfor$100,thenyou'llsay,"Okay,I'llsellmineforalso$100."Now,sometimes,Ialsoseeentrepreneurswhattheydoistheywouldtakethetheaveragepricesofthe,let'ssay,threetopcompetitors,andthentheywouldjustaddittogetheranddivideitup.Thatalso,I'veseenthatbefore.Pricetoyourcompetition.Now,thereissomeindustries,insomecases,thatmightbeokay.Youwanttobecompetitive,right?EspeciallyifyouareinawhatIcall,acommoditykindofabusiness.Thatmeansyourcustomers,theyareshoppingforthebestprice.Sobyhavingapricethat'smaybe5%,10%higherthaneverybodyelsewithinyourindustrythatmightbehurtingyoubecauseyourcustomer'slike,"Hey,youknowwhat,youcharge$100."Italkedtoyourcompetitor,"yourcompetitoronlycharges90or95."Now,unlessyou'vedoneyourpropermarketingoryouknowhowtopositionyourself,thatmightbeadifficultobjectiontoovercome.Sopricetoyourcompetition.Nowthere'sadownsidetothis.Thatmeansyouarealwaysreacting,right.You'realwaysreactingtowhatyourcompetitorsaredoing.Theybumpuptheirprice,youbumpupyourprice.Theylowertheirprice,youloweryourprice.You'realwaysreactingtowhatyourcompetitorsaredoing.Ifyouwanttobealeader,ideallyyouwanttoplayoffense.Wewanttobetheonethat'sleading.Wewanttobetheonethat'sdictatingtheterms,dictatingthepriceinthemarketplacesoothersfollowversusyoufollowothers.Doesthatmakesense?Pricingstrategynumbertwo,pricetopaythebills.Icallthisthebreak-evenstrategy.Whatitmeansisyoupriceitenoughsothatyoujustbreakeven.Itcoversyouroverhead,itcoversyourcost.Well,thatmightbegoodinthebeginninginsomecasesthatyouaremaybeenteringanewmarketplace.You'retestingthings.You'resaying,"Hey,youknowwhat,"allIwanttodoisjusttobreakeven."Ijustwanttotestthewaters."Seehowthemarketplacereactstomyoffer."It'spossible.Orsometimes,yougottauseitverycarefully,right.Otherwise,you'llgobankruptdoingthis.'Causeyou'renotmakingaprofit.Isyouarepricing,usingthebreak-evenstrategytoacquirealargevolumeofcustomers.SometimesIcallthattheself-liquidatingoffers.Meaningthisisforyourlow-ticketoffer,onthefrontend.Youpriceit,justwanttobreakeven.IfI'msellingabook,Idon'tmakemoneyfromsellingthebook,butit'sjusttobreakeven.That'sfine,becausethat'swhatabookcosts.It's$20,right?Soyousellthebook,similarprice.Butyouknowalltheprofits,allthewealthcomesfromthefollow-upoffers.Soyouknowalltheprofits,allthewealthcomesfromafterwards.Thefollow-up.Whatyouoffertothecustomerswhohaveboughtyourbook.That'swhatwewanttodo.Isthismakingsense?Strategynumberthree,andthatispricetotime.Thisisprobablyoneofthemostcommonpricingmodels.Alotofpeopledothis.Lawyers,professionals,accountantsusethisalot.Theychargeperhourortheychargeperdayorchargeperweek,orchargeevenpermonth.That'skindoflikearetainermodel.Pricetotime.HowmuchtimeamIspendingonthisparticulartask?HowmuchtimeamIspendingonthisproject,right?Andthat'showIwouldcharge.Sotheycharge$20,$30,$50.Lawyers,$100,$200,$500perhour.Pricetotime.Now,thismodelisvery,verycommonbuttome,personally,Ithinkthismodelisgettingoutofdate.AswearenowtransitioningfromthejobeconomytowhatIcallskilleconomy,nowcompaniesandpeople,theyarepayingforresults.Theymuchprefertopayforresults.Andhere'swhatIbelieve.Whenyoupricetotime,theproblemwiththatmodelistherelationshipthatyouhavebetweenyouandyourclient,thatrelationshipisalways,there'saconflictofinterest.WhatImeanbythat.Okay,let'ssayyoucharge$50perhourforwhatyoudo.Okay.Andyoubillthem$50perhour.Andthisisgonnatakeyou10hours.Andyoubillthem$500.Okay,that'sonething.Butlet'ssayyoucouldgetthisdoneineighthours.Now,behonest.Areyougonnabillthemeightor10hours?Evenifyoucouldgetitdoneineighthours,oryou'regonnagetitdonewithineighthours.Becausetherelationshipis,thelongerittakesforyoutofinishsomething,themoremoneyyoumake.Versusfromtheclient'sperspective,Iwanttogetthisdoneasefficiently,asfastaspossible.Butyet,I'mpayingfortime.Sohowdoesthiswork?Thisisalways,thisisaconflictofinterest.Youwanttomakeasmuchmoneyaspossible.Theywantyoutogetitdoneforaslittletimeaspossible.Sopricetotime,andthere'satimeandplaceforthis,butIdon'tbelieveinthatsomuchanymorebecausethewholemodelofbackintheindustrialage,clockinandclockout.No.Idon'tbelieveinthat.Here'swhatIbelievein.Nofeeistoohighforsuccessandalmostanyfeeistoohighforfailure.Whenyourclientsarepayingyou,they'repayingforresults.Whencanwegetthisdone?Andshouldn'ttheyberewardediftheycangetitdoneinfivehoursinsteadofeighthours?Ifyoucangetitdonefaster,better,moreefficiently,whyshouldn'ttheyberewarded?WhywouldIhavetopaymoreforyoutodragtheprojectslonger?Itmakesnosense.Butitisaverycommonmodelandstillalotofpeopleuseit.Ifyouwanttouseitthatway,that'sfine,too.Pricetotime.Pricingstrategynumberfour,pricetocostplus.Nowthisisverycommonin,let'ssayintheconstructionbusiness.So,onthesurface,verylogical.Sothisisgonnacosthowmuchtogetthisprojectdone?Let'ssaythisproject'sgonnacostamilliondollars?That'sthecost,right?Andthenyou'lljustadda10,15%markuponthat.Let'ssayI'msellingthisitem,it's$10,000.I'mjustgonnaaddmymarkup,my15%,right.That'sfine,that'sonewaytodoit.Nowyouseethis,again,verycommonininteriordesignandconstructionandalotofdifferentindustries.Nowwhat'stheproblemwiththismodel?It'sveryacommonmodel.Butsamethingwiththepricetotimemodel,it'ssomethingthathasbeenaroundalongtime,it'slogicalbut,again,theyaregettingpaidbasedonspendingmoremoney.SoifI'macontractor,let'ssay,andIknowthisprojectwithmaterialsandeverythingisgonnacostamilliondollars.AndI'mgonnaearnmymarkuponthem,my15%.150K.NowiftherearewaysthatIcouldsavemoney,ifIcanusematerialsthatarebetterbutactuallycostlessandIgetthewholethingdone,maybe$800,000.Nowmostcontractors,notsayingall,butmostcontractorswillthink,"Well,doIreallywanttogetitdonefor$800K"becausenowImakelessmoney"doingthesameamountofwork?"Orisitinmykindofselfinterest,bestinterest"tospendasmuchmoneyaspossible?"Fromtheclient'sperspectiveontheotherhand,themoremoneythatyouspend,themoreexpensivethematerials,themoreexpensivethelabor,themoremoneythatyoumake.Fromtheclient'sperspective,it'stheopposite.Howdoyougetthebestproduct,howdoyougetthebestoutcomefortheleastamountofmoney?Again,it'sconflictofinterest.Butvery,verycommon,pricetocostplus.Now,let'ssayifIambuildingabuilding,I'mbuildinganoffice.Icantellyouthat'snotthemodelIwouldstrivefor.Iwoulddosomethingthat'sverycompletelydifferent.Example,Iwouldnegotiatewiththecontractor,thisiswhatDanLokwoulddo,IwouldhaveaveryclearbudgetandIwouldsay,"Here'sthebudget,right,let'ssayamilliondollars,ok"Buthere'swhatIwoulddo.Outofthismilliondollars,chancesareyou'regonnamaybe150K.I'mmorethanhappytopay150K.Butifyoucouldsavememoney,thetwothingsIlookfor,ifyoucangetitdonefor$800K,you'resmart,I'mgonnagiveyouabonus.I'mnotgonnapayyou$150,I'mgonnapayyouanother$20,000,$30,000.Whateveritmightbe,dependsonwhatevertheprojectis.Secondthing,KPIwouldhaveis,ifyoucangetitdoneontimeorevenearly,I'mgonnapayyouanotherbonusfortheresultthatyouproduce.Sonowthenwe'reonthesamepage.Right,youfollowwhatI'msaying?Nowwe'reonthesamepage.SoyouandI,we'rethinkingaboutthesamething.We'refocusedonthesamething.Havethesamegoal.Togetitdone,gettheprojectdoneontimeorearly.Yougetcompensatedforthat.Togetitdonebelowthebudgetandsavemoney,you'regettingcompensatedforthat.Youseehowthatworks?SothecontractorthattakesonthisdealknowsIamresultsfocused.We'reonthesamepage.Hedoesn'tneedtofindwaystocutcorners,ortrytomarkupstuff,ormaterialsandallthat.No.It'sinhisbestinteresttoworkonmybehalftolowerthecost,togetagreatproductdonebutatalowercost,timelyfashion.That'swhatIwoulddo.Butagain,youknow,that'sonepricingmodelthat'soutthere.That'sprettycommon.Pricingstrategynumberfive,andthatispricetothepackage.NowIlikethisone.Iusethisonealot.Itmeansthatyouarecreatinganoffer.You'recreatingapackage.Andsimply,let'ssaythepackage,thetotalvalueisworth$10,000.Andyou'reonlychargingyourcustomers$1,000or$2,000.They'reonlypayingafractionofwhattheentirevalue,thepackageisworth.Ilikethisalot.Firstofall,itmakestheofferirresistible.Numbertwo,ifyouwanttoincreaseprice,allIneedtodoishowcouldIincreasethevaluethatIdeliver?AndIliketouseageneralruleofthumbandI'mgivingthattoyou.Icallthattheoneto10.Meaningfor,let'ssayforaneducationalproduct,for$1,000Icharge,Iwanttodeliveratleast$10,000worthofvalue.IfIwanttocharge$2,000,Iwanttodeliveratleast$20,000worthofvalue.Nowalthoughsomeofthoseproducts,someofthebonusesitcouldbedigitalproducts,right?Thatisinstantaccess.Itactuallydoesn'tcostmealottodeliverthatvaluewhichisgreat'causeit'sscalable.Butatthesametimethevalueisthere.Thevalue,it'srealvalue,thisishowmuchitwouldcostiftheybuyitfromdifferentsources.Sothat'sverypowerful.Sopricetothepackage.Justthinkabouthowyoucanapplythisinyourbusiness.Versusjustsellingthewidget,theproduct,thewhateverthatyou'reselling,howcanyoupackageinawaythatisattractive?Letmegiveyouanotherexample.Let'ssayyouaresellingwebsitedevelopment.Insteadofsaying,"Hey,youknowwhat,"I'mgonnachargeyou$100anhourtodesignyourwebsite."Youseehowthat'slike,"well,howlongit'sgonnatake?"Well,it'sgonnatakeme,youknow,100hours.""Okay,great,I'mgonnapayyou100hours."Versuspackage.So,thiswebsitedevelopmentpackagewearegoingtodesignlet'ssaya10pagewebsiteforyou.Andwe'regonnaalsosetupablogforyou.Andwe'regonnacreatealso20landingpagesforyou.Wearegonnacreate30emailfollow-upsforyousothatyoucanconvertthoseleadsintosales,right.Iconvertleads.Soyouseehowit'sapackage?Nowthewholethingifyoubuythis,andyoubuythisandyoubuythis,youbuythisandyoubuythis,allseparately,it'sgonnabe$50,000.I'mjustmakingthisup,$50,000.Butifyoubuythewholethingfromusrightnow,asasignup,asaclienttoday,it'sgonnabe$20,000.Nowwhyyougivingthemthat?Soyoumaybethinking,"WellDanaren'tIgivingthemadiscount?"You'renotgivingadiscount.Youpricethepackage.Youknowthisisthepackageyouputtogetherandyouofferamorecompletesolution.Soit'smoreattractive.'Causeyou'rethinkingontheclient'sbehalf.You'rethinkingahead.Say,"Hey,youknowwhat?"Wecouldbuildawebsite,"butwon'tyoubeneedingsomelandingpagesdowntheroad?"Won'tyoubeneedingsomeemailsdowntheroad?"Won'tyoubeneedingallthesethings?""Oh,Ineverthoughtofthat."So,whydon'tweputtogetherapackagewithpriceaccordingtothat?Ilikethismodelalot.Pricingstrategynumbersix,andthatispricetopositioning.Whatkindofpositionsyouhaveinthemarketplace?Ifyou'retheleadingauthorityinyourmarketplace,youcanchargealotmoremoney.Nowmostpeopledoalotofsalesbuttheydon'tunderstandhowtodopositioning.Howdoyoupositionyourselfasthego-toperson,thego-tobrandforwhateveritisthatyoudo?Right?Soletmegiveyouanexample.Let'ssaywhenyouunderstandthepowerofsupplyanddemand.SoifyougotoClarityrightnow,youseeontheClaritysite,myhourlyrateis$10,000USperhour.10K.Nowwhywouldsomeonepayme10K?Toconsultwiththemonanhourlybasis?That'salotofmoney.Supplyanddemand.Supplyanddemand.Whenyouunderstandbasiceconomics,ifyouhavealotofdemand,alotofdemandandyouhaveverylittlesupply,andsupplyinthiscaseismytime,weonlyhave24hoursaday.Youcannowchargealotmoremoney.Becausethere'safiniteamountofsupply.Youknowthere'salotofpremiumproductsoutthereinthemarketplace,veryoftenalotofdemand,limitedsupply.Soaskyourselfhowyoucouldusethistoyouradvantage.Howcouldyoucreatealotmoredemandforwhatyoudo,whatyouoffer,whatyousell?Andthenwhatyouwanttodoisyouwanttorestrictthesupply.Justlikethediamondindustry.Doyouknowthere'sactuallyatonofdiamondsthat'soutthere?Butthediamondindustryissmartenough,theyknowiftheyfloodthemarketwithsomuchsupply,thenthevalueofdiamondwouldgodowndramatically.Sotheyrestrictthesupplyandtheydriveupthedemand.Insomecases,theymanufacturethedemand.Sothendiamondsarewaymorevaluable.Butkeepinmind,that'spricedtopositioning.That'sallthatis.It'spricetopositioning.Pricingstrategynumberseven,pricetovalue.Thisismygo-to.Thisismyfavoritebecausethat'showIliketobuythingsaswell.That'showIliketopayforthingsaswell.Pricetovalue.IfI'mpayingforresults,Iwouldbemorethanhappytopayapremiumforresults.Idon'tcareabouttime,Idon'tcareabouteffort,Icareaboutresults.Soifit'saprojectandIpaycertainamountofmoney,theprojectgetsdone,I'mmorethanhappy.Butpricetovalue,itmeansthatthere'snoceilingtoyourincome.Soletmegiveanexample.Let'ssayyourunaconsultingfirm.Youdobusinessconsulting.Insteadofchargingtheclientsfor,"I'mgonnachargeyouXamountofdollarsperhour."Notverycompelling,notveryenticingbecausetheclient'ssuccessorfailure'sgotnothingtodowithyou.Iftheyactuallygetmoreresults,theygeneratemorerevenue,theypaythesameamountofmoney.Iftheygetnoresults,youstillgetpaid.Wellthat'snotgood.Thatmeansyourclient'stakingonalltheriskandyouaregettingalltherewards.Or,youcanpriceitinsuchaway,pricetovalue.Let'ssayyourclientisdoingamilliondollarsayearinrevenuerightnow,that'sthebase.You'llcomeinandsay,"Youknowwhat,Icanhelpyou."Iamtheworld'sbestconsultantonthisparticulartopic."Icanhelpyougetmoresales,"getmorecustomers,getmorerevenue."Butwhateveryou'redoingrightnow,theonemillion,"we'renotgonnatouchthat,that'sthebase."Butlet'ssayinthenextthreeyears,"thatthroughworkingwithme."NowI'mgonnaputsomesystemsinplace."Icouldhelpyougofromonemillion"tofivemilliondollarsinthenextthreeyears."We'regonnaincreaseyourrevenueby500%,"that'sourgoal,andthat'syourgoal."Fromheretohere."Theonemillionwedon'tcount,butthefourmillion"thatI'vebeenabletohelpyougaininthemarketplace,"withoutmeyouwouldn'thavehadthatkindofgrowth."OutoffourmillionifIcouldhelpyoudothat,"wouldyoubecomfortableofpayingme"asmallpercentageofthat?"Itcouldbe,Idon'tknow,5%,10%,whateverthenumberis.Onlyontheincrease,thefourmillion.See,nowthat'spricetovalue.Nowwhatifyoucouldonlyhelpthisclienttogettothreemillion?Yougetpaidalittlebitless,yougetcompensatedalittlebitless.Oryouhelpthemgetto10million.Youhititoutofthepark,right.It'sahomerun.Great,yougetpaidmore.Seenow,yourinterestandyourclient'sinterest,it'saligned.Andalsothatmeansthatthere'snoceilingtoincome.Italsomeansyourclientknowsyou'renotgonnanickelanddime.You'renotgonnanickelanddimehim.Meaning,"Oh,yeah,wedidthismuch"andI'mgonnachargeyou,"I'mgonnainvoiceyouforanotherthreehoursofwork."That'sbullshit.Weonlycareaboutresults.Ifyoucouldgofromonemilliontofivemilliondoingthismuchwork,theclientdoesn'tcare.Youwanttogofromheretohere,youdothismuchwork,theclientdoesn'tcare,either.Sonowyou'reworkingsmart.Nowyou'renotgettingpaidbasedontime,you'regettingpaidbywhatyoubring,whatvalueyoubringtotheirtime.Andmaybe,insteadofspendingthismuchtime,youonlyneedtospendacouplehoursaweekontheproject.Aslongasyougettheresults.Oryoucansimplymakeanintroduction,"Hey,youknowwhat,yourbusinessdoingamillion,"Ihaveanotherclienthere,"thatIknowwouldbeaperfectfit."Whydon'tyouguysformastrategicalliance"anddosomebusinessinbetween?"Andyoumaketheintroduction.Andfromthereyoubringinacoupleextramillionofrevenuetotheirbusiness.Howmuchisthatworthtothisclient?Alot.Hasnothingtodowithhowmuchtimeyouputintoit.Hastodowiththis.That'spricedtovalue.Youseehowitchangesthewayyoulookatthings?Itchangesthewaythatyoudelivervalue.Italsochangeshowfastyouwanttodelivervalue.Youwanttodelivervalueasmuchandasfastaspossible.Thisismyfavoritemodel.Pricetovalue.Nowdependsonwhatyousell.Commentbelow,letmeknowwhatpricingmodelyouareusingrightnow.Whatpricingstrategyyouareusingrightnow.Now,there'snoblackandwhite.Sometimeswithinmybusiness,mytime,Clarity,$10,000perhour.That'spricedtotime.That'sfine.Pricetopositioning,pricetovalue.Maybeyoudoahybridmodel,acombinationofthesemodels,thesestrategies.Ormaybefrontendyoudopriceto,tobreakeven.Butthen,orpricetoyourcompetitors.Butthenonthebackendyouhavesomeothermodels,maybeapricetovalue.That'sperfectlyfineaswell.ButwhatI'msayingis,youwanttospendsometimeonthis.Thisshouldn'tbedoneso,justlike,half-ass.Thisshouldbedoneverystrategically.-Oneofthemostimportant x1.0 x0.5 x0.75 x1.0 x1.5 影片重複 字級大小 快速鍵 返回 175% 150% 125% 100% 90% 字幕與單字 影片操作你可以在這邊進行「影片」的調整，以及「字幕」的顯示 Back Next A2初級 7種定價策略--如何為產品定價？(7PricingStrategies-HowToPriceAProduct) 51 林宜悉 發佈於 2021年01月14日 更多分享 分享 收藏 回報 影片單字