Price list. General recommendations. Why does a service company need a price list of services? What does the price list look like?

Every day more and more people are interested in the changes taking place in the market of goods and services. Changes in the pricing of purchased products cannot be predicted. After all, the cost depends on many factors: the cost of materials for production, the cost of the manufacturing process itself, packaging, delivery. To be sure of the appropriateness of the purchase, the customer must navigate in pricing policy market for goods and services offered. In an attempt to make it easier for customers to choose, manufacturers offer prices of their firm or company.

What is price

Naturally, the question arises of what constitutes a price. Price - is a list provided by the company, with the indicated prices for each item.

Most often, price lists or price lists are used by enterprises involved in the sale of products. When creating such lists, the company's management takes into account all material costs for production and advertising.

What is the price for modern business? Having a price list, a company representative can offer possible cooperation to a potential partner, appealing to the prices and range of goods available, which greatly facilitates

Where did the concept of price come from?

Such a short but capacious word came into Russian from English. In the native language, this word means "price". In the 70s of the twentieth century, in the interstate standard, the price is listed as a clear list, a list of clearly regulated prices for items and short characteristics of goods.

What is price and how did this word take root in the USSR? The meaning of the word "price" is an abbreviation of the English "price list" - a list of prices. Slavs love to reduce and reduce everything, the price was no exception.

Such a list or price list was used to sell agricultural products (milk, fish, meat, vegetables), as well as to present goods in a favorable light (typical for hardware and clothing stores). In the USSR, there were specially endorsed lists of vital goods, the prices of which never changed. An example is the Doktorskaya boiled sausage, beloved by everyone, the production of which cost three times more than the price per kilogram of finished products.

Lists in the modern world

Lists are an essential part of everyday life. Faced with them, not every person can immediately understand that he has a “price list” in front of him. Price is a catalog of products of your favorite cosmetic company, a list and cost of services of your favorite hairdresser, a menu in a restaurant or cafe. All these seemingly at first glance lists are exactly what we are talking about.

But it is worth remembering that in order to invest money correctly and profitably, you should carefully study the proposed product.

What should be included in the price list

As mentioned earlier, the price is a clear list of product names, a small description and characteristics.

For example, you are viewing the price construction company choosing the right material. There will be six names of different manufacturers on the page with glass wool. Next to each, the characteristics of the product should be indicated: density, layer thickness, mat length. Price per meter or per roll. Firm and country of origin, delivery time when ordering. operation.

If any of the points of interest to you is not considered, you must contact the manufacturer or seller for clarification. When buying, you need to follow what exactly is noted on the invoice. If something has not been agreed, then there is a high probability of acquiring defective goods or a fake.

Pricing occurs individually for each company. It is worth remembering that the cost of a quality "brand" product cannot be low.

So what is price? This opportunity is easy and favorable conditions create long-term partnerships. And also with minimal costs to find the necessary goods.

Price list- an indispensable tool for a consultant, because it contains distributor prices for products (those for which the consultant buys goods), for samples, catalogs and printed literature, bonus points are calculated. The price list is published every 3 weeks, the price list number corresponds to the catalog number. The price list number can be seen in the header. Each consultant receives a free price list upon ordering.

The columns in the Oriflame price list mean:
THE CODE- each Oriflame product has its own code. It can be found in the catalog or on the product packaging.
DISCOUNT- The current discount for this product in the current catalog. Discount calculated from full cost product.
NAME- the product's name
BB- Points-bonuses are the points that Oriflame accrues to you for the purchase of this product. Based on the Bonus Points you have collected, you can take part in the company's promotions and receive valuable gifts and bonuses. Read more about the company's shares
OP- sales volume, i.e. product price without VAT. By sales volume, group turnover is considered and a volume discount is paid.
DC- distributor price, i.e. the price at which a consultant buys a product from a company.
HRC- consumer price - this is the price that is indicated in the catalog.
NP- immediate profit, the difference between PC and DC, i.e. how much money the consultant will earn from the sale of this product.

The Oriflame price list has several sections:
. Catalog novelties - codes and names of goods that first appeared on sale are indicated;
. All products presented in the catalog;
. Catalog special offers - catalog promotions. For example, buy 1 product for 99 rubles, and 2 products for 149 rubles, etc.;
. Minicatalog - sometimes an insert is attached to the catalog - a minicatalog in which you can order products with big discounts;
. Products not listed in the catalog - Oriflame products not listed in the catalog can also be ordered at the Distributor price;
. Testers - codes and prices of probes for products. IMPORTANT! The last 2 digits of the lipstick probe code corresponds to the 2 digits pasted on the base of the probe;
. Exclusively for BC - a price list for a special offer that is valid only for Business Class members (Business Class members - a consultant who placed an order for 150 BB in the previous catalog period).
. Wellness - price list for Wellness products;
. Oriflame corporate materials;
. Catalogs - prices for catalogs and discounts when ordering 5 catalogs or more.

Separate these two concepts and never "pour water into the price list" with justification for the need to buy exactly your product, or with a long story about your company, its mission and history. There is such a thing as a sales funnel. At each of the turns (funnel levels) you must form the right communication with your vie-for-vie. The correct one is concise, specific. Based on this about your company, the person to whom you send the price list should already be familiar with it. If both the presentation of the company and the story about prices occur at the same time, then at first all information materials should be presented as a separate material (file), and only then - the price list.

To the village to grandfather

Most likely, this warning will be redundant for most site visitors, but I still occasionally come across price lists without full indication: contact information and a contact person in the price lists of companies. Indicate the coordinates of your company - address, telephones, fax, e-mail for orders - a good tone and correct communication. You need to specify bank details if necessary (avoid an overabundance of information). The reason is clear price analysis and ordering goods are usually broken in time. Payment details can be issued in another sheet. You can also specify a list of your distributors. Believe me, no matter how beautiful the logo in your company is, it alone will not be enough.

The weight

My next warning applies to price list marketers. Inserting a company logo into Excel is good and mandatory, inserting photos of product samples is your business and is determined by the business customs of your market segment. However... A price list that "leads" under 3 megabytes is not a tool, but a work of art. Try to send such a "brick" by e-mail, or try to open it quickly when you have a client "hanging" on the phone and asking for advice on prices. When a price list opens for 30-40 seconds, does not go through by email, or is hard to download from the site with poor internet, this situation is an example of poor communication.

How does the price gain weight? The main eater of resources and the reason for inflating the weight of the document is its design: stripes, frames, highlighting, embedding photos - everything that makes a document beautifully designed. If all this cannot be neglected and it is precisely this "beauty" that is required from you and the price list, be sure to pay attention to the placed graphics: photos, drawings, logos.

A typical mistake is to insert pictures as they are without cropping, and simply reduce them in the document by dragging the corner. The image in the price list has decreased, but its "weight" has remained the same. All graphics must be reduced in size, adjusted to the required dimensions in width and height BEFORE importing into the price list. Be sure to lower your resolution to 72dpi. The graphics at the same printing will look quite tolerable, and "weigh" will be small.

Product ID

Product ID, otherwise - product code - a unique short designation of the nomenclature unit, an identifier that will be further used when forming and processing an order. More precisely, not even that, which will be used in all your accounting policies (purchase, movement of goods, reporting). If you are purchasing goods, then use the articles, stock numbers of the manufacturer, vendor.

If you yourself are a brand owner and co-designer of an inventory system, you can use product model numbers and even line numbers in excel. Here, decide for yourself, do not forget to first talk about this with sales managers, logistics managers and IT specialists (if there is a need to automatically pull the order into the accounting system). In any case, do not use the description of goods / services, resorting to their reduction. Otherwise, something like .

Price list currency

The fact that the use of several currencies is unacceptable, probably, is unnecessary to remind. One currency - will make life easier for everyone - you, customers, logistics, accounting, etc. This currency must necessarily be identical to the one accepted within the business etiquette of your segment. Do not follow the lead of the accounting department and do not use without fail currency of your accounting policy. The price is made for clients, not for an accountant! Ideally, when the accounting policy currency matches the business etiquette currency of the market segment. What is business etiquette? If the market leaders quote in Euros, your prices must also be in that currency, no matter what currency you then bill in.

And please, colleagues, do not drag this currency into every cell of the price list. It is enough to indicate somewhere on top something like: "all prices quoted are in rubles."

Product characteristics

Colleagues, do not fit in the cells of the price list table ALL the characteristics of the product. Price is not a technical catalogue. Specify additional product characteristics only those that help to distinguish one product in the group from another.

If you deliver goods in large quantities (trucks, wagons), or if your goods have large dimensions and (or) weight, be sure to indicate in the price list information about the number of pieces of goods in the transport package (number of pieces in a box), weight of goods, minimum lot to order, etc. If there are a lot of brands in the price - indicate trademark in the spelling that is accepted in the market. If brands are well identified by logos - place logos - this will make it easier to find the right brand and product. Sometimes it will be useful to indicate the country of manufacture, the name of the manufacturer, etc.

Minimum creativity

If you are not a market leader, or are a distributor (or dealer) - use the information from the manufacturer's price lists. No need to invent your own system of classification and notation. If you are a manufacturer, vendor - make sure that information about your company, about your products (services) is correctly indicated in the price lists of your distributors / dealers, other open sources (for example, databases, catalogs on the Internet).

Order Form

A price list - like a set of prices and goods, and a form for placing an order - are different documents. Have both that document and the other. Pay attention to the fact that this form is convenient and easy to fill out for the client, and also, not least, convenient and practical for uploading an order to your company's accounting system from 1C, say. So you simplify the work of your colleagues, those who serve orders - logisticians, sales managers.

Terms of delivery and payment

Be sure to include a footnote that quoted prices valid only under certain conditions of delivery and payment. For example: "The price is set subject to self-pickup from the supplier's warehouse, subject to 100% prepayment for the goods." If the currency of prices differs from the national currency, indicate the terms of payment in the price list. For example: "Payment is made in national currency at the exchange rate on the day of payment." Be sure to indicate from which date and until which date prices are valid.

This article will not have long introductions, which are typical for me. I will tell you how to arrange a selling price list using the example of one of our cases.

There will be specific steps that allowed us to increase the conversion after submitting the price list by 12.7%. Therefore, rather study and proceed to the implementation or even a complete alteration of your price list.

Similarities and differences in prices

When you contact different companies to find a solution to your need, you ask them to send prices as well as the final solution.

As a rule, the commercial offer is different for everyone. What can not be said about the prices, which are similar to each other like two drops of water from the same ocean. Although I'm lying, there are as many as 3 differences that you can find in them:

1. Company details;
2. Number of positions;
3. Price difference.

And here is an example for you type specimen price list. Standard unloading from 1C to Excel. Usually 20-30 sheets if printed. The more titles, the more sheets.

Typical price

And that's bad! Once in a lifetime, we saw a catalog that was not only “terrible”, but also consisted of 212 pages. Excuse me, but this is something, such a document is not only a long time to read, but also a long time to download.

If it turns out that there are a large number of items in your catalog, in this case it is necessary to find out the needs of the client and send only what he really needs.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

Our conclusions on the revision of the price list

Based on the information above, we could already draw conclusions on the alterations this tool. But we went further, conducted a survey among the clients of our customer and drew conclusions, which I will now talk about.

Conclusion 1. A potential buyer requested from 3-5 prices from different companies and compared prices. The main criterion for selection was the price. Conditions for the type of delivery, guarantee, payment were already in second place.

Conclusion 2. Most often, the client viewed the first 2-3 pages of the price list, no more. This was quite enough to understand the pricing and make a decision about working with this company.

Conclusion 3. Since our client was engaged wholesale clothes, the decisive factor for making a purchase decision was the presence of photographs of positions. On site, in social networks Or in the price itself, it doesn't matter.

The main thing is that the buyer can see everything with his own eyes and choose the product to his taste, which, in his opinion, will sell best.

Conclusion 4. Everyone asked for discounts, even though the price list already indicated the most low price. And they thought it didn't have a discount yet. Therefore, they traded during the conversation until the first blood.

There were dozens of different thoughts, but they all had a one-time character. So you can rely on them only at your own peril and risk. We chose not to do this, since a decrease in conversion means a decrease in profit.

How we changed the price

The main thing in this matter is not to get bogged down in introspection. Therefore, it was decided to take what is and based on it to do.

After all, we clearly understood that if we continue to call and find out more information, then we are more likely to get confused than get a positive effect from a large amount of input data. We started to act.

1. Slightly raised prices

As silly as it sounds, we've raised prices by 5% on most items except . This was done on purpose, because without it we would not have been able to implement point 2.

And besides, this allowed us, because for the product for which we raised the cost, there are no analogues among competitors. So, there is no way to compare.

2. Added discounts

Discount 5% and 8%. To get the goods at this price, it was necessary to make a purchase for a certain amount. For 10,000 rubles to get 5%, and for 25,000 to get 8%, but we did not talk about the conditions for receiving a discount to new customers before sending them, so that they themselves had a desire to find out about it.

And in order for these discounts to work not against us, that is, not “in the red”, we made point number one.

3. We hired a photographer on staff

He began to photograph new positions and insert them into 1C. We gave approximately the same task to sales managers - to look for photos of goods on manufacturers' websites and also insert them into 1C.

Literally in a month, with the painstaking work of 3 people, 10-15 thousand photos can be inserted into the price list. Naturally, first of all, you need to insert a photo of the most popular products.

4. Made special marks

“Bestseller”, “Special Offer” and “New”. And highlighted them in large letters and in red so that they are conspicuous.

Perhaps not very honest with customers, but often it was not “New” at all, but simply what we needed to sell first. That is, in fact, managers inserted stock balances, auction goods, and so on into these categories.

Such a move also allowed us to visually arrange the price list and split it into sections so that the client does not fall asleep when scrolling the mouse wheel due to the uniformity of all lines. Therefore, we also implemented a gray highlight in two shades.

5. Gave a task to a programmer

Naturally, it’s not enough to come up with innovations; everything needs to be automatically uploaded from 1C to Excel. To be honest, we messed less with the first four points than with this one.

It really took a lot of nerves, effort and time. The main problem was with importing not text, but photos from 1C to Excel, but we solved it too :-).

This is how the price began to look after our changes. Agree, it differs from the first picture for the better. And as I wrote above, the average conversion, after sending such a price list, to a deal increased by 12.7%.

Now (6 months have passed since the implementation) I already see what could have been done even better. For example, change the vigorous red color to a pleasant blue, which is more conducive to purchase.

You could also write the cost based on ours. For example, to make a column with additional benefits ours.

I am not ashamed to admit it, as we are constantly learning. And those who order the development of promotional materials from us now receive more professional developments, but again at a higher price. I say this so that you understand that this is not a perfectly designed version, but a good basis for an example.

What to do with a big price

Naturally, we had the problem that the photo took up a lot of space on the hard drive (about 300 megabytes), and it became impossible to send it entirely by e-mail, but we found a solution for this:

1. Do not send all items in one document, but find out the needs of the client and send according to certain trademarks;
2. Upload a price list to a service where you can browse it online without downloading it to your computer and doing it from any device.

In addition, we have prepared and created a special and commercial offer, in which we described in detail all the advantages of our client.

In a compartment with a selling price list, we got a good selection.

Briefly about the main

As I wrote above, this case could have been made even better, it was possible to develop a title cover, highlight individual positions and stick stickers on them, name the goods with their own articles so that no one can compare them.

But this is all a twist to the ideal. For the basics, in order to understand how to draw up a selling price list, these steps are enough for you. And now let's summarize how to act correctly if you want a selling price list:

1. beautifully arranged;
2. Break into categories;
3. Have stickers and photos.

And here are a few more tips on the "path".

1. Use columns or columns “Discount”. It just magically influences the decision to buy, especially in the wholesale sector.

2. Always call your customers back after sending the price. As a rule, all sales managers sin with this.

3. Don't make excuses. “I feel that he is a competitor”, “He won’t buy anything”, “He will call you back”. Usual inventions of sales managers to save themselves from calls.

4. Invest in price changes. Especially in 1C, it can cost tens or even hundreds of thousands of rubles, depending on the complexity of the system, but even if it increases the conversion by 1%, it will pay off many times over in the future.

Each product or service has its own cost, but it is often not so easy to convey these figures correctly to the buyer. In order for your customers to be able to visually evaluate your product, its characteristics and cost, there is a price list. In this article, we will consider in detail what a price list is and an example of compiling its ideal version, which will not only increase your sales, but also distinguish you from your competitors.

Why do you need a price list?

A price list in trade is a very important document - it is a kind of one in which you offer your product for consideration. In fact, this is the face of your company, a factor no less important than a corporate website or the appearance of a hostess. The quality of paper, printing, design style, filing in electronic document- all this works either for you or against you.

Price lists can be provided to a potential buyer, both in paper form and in electronic form. They can contain brief information on numerous items, or they can be devoted to only one commodity unit, they can sell both material things and services. Any product should have its own price list - it's convenient, correct and effective!

It is proved that when the buyer sees the price, sees the image and characteristics of the product, its various options, then the information is perceived much more effectively than just hearing the same thing from the seller. The price list can be actively used both in retail and wholesale trade.

Price list structure

The meaning that any price list should contain is a report of the main, most important information about your product to the buyer in a form convenient for him in a short time. The correct structure of the price list will help in this, and of course we will learn how to compose it correctly. Information should be concise, semantic, interesting, easily perceived. Before compiling a price list, decide on the task that it should solve:

• Inform the client about the assortment and prices. Informational.
• Talk about the unique characteristics of a particular position of your product and cost. Presentation.
• Submit a special offer or promotion for a specific product. Promotional.
• Mixed type, which combines information about the assortment and special prices for these items.

By choosing one of the four formats, the structure of the compilation of the price list itself will become clear. Let's look at four examples in which you will see how and how price lists can differ from each other and why this is important.

How to make an information price list?

Information price lists are often used in areas where the number of goods is very large (more than 100 units). Areas where this type is most often used:

• construction and food supermarkets;
• auto parts stores;
• sale of electronics and components;
• wholesale warehouses of various goods, including pharmacies.

Since the lists of goods in these areas exceed several thousand unique items of goods, the structure of the price list should contain only the most necessary information for the customer: name, a brief description of, price. It should look like this:

There may be several dozen pages for each category, but spreadsheets and special warehouse programs will help you generate pivot tables in such price lists. The client can be reported as the entire global warehouse in in electronic format or print several sheets with products of a specific category.

It is important that the names and numbers are readable, otherwise there will be little sense in such a CP. A hat is also an important element of the price list - it is not only an image, but also the first contact with a potential buyer. There, indicate your contacts, phone number, website, email, skype, etc. There should be pagination at the bottom of the price list, because out of 287 pages of the general price list, it is sometimes difficult to remember or explain what is needed and where this position was.

How to make a presentation price list?

The presentation price list should tell about one product or products belonging to one group. For example:

• description of the collection (clothes, shoes, jewelry);
• complete set of goods (car, computer, equipment);
• presentation of the novelty.

The emphasis in such a price list should be on a specific product or on the main part of the product of a particular group. The structure should contain a description of the unique advantages or characteristics of the product, a photo of the product, and cost.

You can place several products in a similar format on one sheet, limiting the number of photos or descriptions. Such a price list will help in a comfortable environment for the buyer (not in a store), slowly get acquainted with your product and make an informed decision. In some cases, a table structure may be used. It is needed when it comes to several configurations of one product:

How to create a promotional price list?

An offer with a special price for your product should be presented to customers in a special way. If you want to surprise with the price or draw attention with the price of a particular product, you need to learn how to correctly reflect this in the price list. Use the benefit rule, the client should easily understand what the promotion or special offer is. The design of the special price should be simple and readable. For example:

Pay attention to the special attributes of the promotional price list. This is:

• dedicated font;
• contrast arrow with a call;
• two prices to understand the benefits.

Instead of prices, you can specify percentages, days, or any unit of measure for the value of your product. Do not overdo it with asterisks, labels, exclamation marks, in general, with attention-grabbing attributes, as their overabundance not only does not attract attention, but also alerts customers. To show the benefit and correctly attract the attention of customers is the task of the promotional price list.

Mixed Price List Structure

Sometimes it is necessary to select several positions out of 100, which are covered by a special offer. This can be done by selecting a cell or an asterisk next to the price. There is simply nowhere to place promotional badges in such price lists, so these positions can be highlighted in the general list. For example like this:

The example shows 3 different ways select the promotional product, which one suits you, decide for yourself. If you have a whole group of promotional products, it makes sense to put them on a separate price list.