On pricing

Sto riflettendo tanto sul concetto di prezzo e sulla sua applicazione pratica, ultimamente.

“Fare il prezzo” di un bene o di un servizio è arte e scienza allo stesso tempo, richiede tanta pratica, conoscenza del mercato, intuizione, empatia eccetera. Si presta quindi ad errori clamorosi, e non si potrà mai veramente dire di padroneggiare l’argomento.

Quanto a me, ci sono tante, troppe cose che non so e che cerco di imparare. Condividerò qui, man mano, alcuni pensieri e spunti. Inizio oggi da una citazione che mi ha colpito. È tratta da uno splendido libro che parla di tutt’altro, ma fa al caso.

Solheim [il fondatore di Ping] continued to work as a shoemaker for several years. There were two other shoe shops within a block of his. One day, he noticed in the window of one of them a sign advertising new heels for women’s shoes at fifteen cents a pair, a price that was lower than his. He put an identical sign in his own window. His next customer asked, “Why did you cut your price? Aren’t your heels as good as they used to be?” An hour later, another customer asked the same thing. Solheim took down his sign, raised his price to thirty cents, and put a piece of prime leather on his counter. When a customer asked why he charged more than the man down the street, ha said, “The cost of our labor is the same, so the difference must be in the quality of the material”, and he let the customer feel the piece of leather on the counter. Within a year, both of his competitors were out of business, and Solheim had learned a marketing lesson that he would never forget.

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