Price list- an indispensable tool for a consultant, because it contains distributor prices for products (those for which the consultant buys goods), for probes, 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:
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. The discount is calculated from the total price of the 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.
This article will not have long introductions that 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.
Usually, Commercial offer everyone is different. 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:
- Company details;
- Number of positions;
- 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 about the alterations of 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 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 continued to call and find out more information, then we would rather 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%.
Selling price 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 a problem that the photos took up a lot of space on the hard drive (about 300 megabytes), and send it via e-mail completely became impossible, but we found a solution for this:
- Do not send all items in one document, but find out the needs of the client and send according to certain trademarks;
- 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.
Together with the selling price list, we got 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 products 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:
- beautifully arranged;
- Break into categories;
- 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.
Communicating with representatives of the service business of various areas, we often face the need to maintain a price list of services or works. For some, this is a document of hundreds of positions, for others, a catalog in which several key lines are recorded. The cost in the price list of most companies, of course, is in rubles. Some conduct billing in standard hours or points. As part of the preparation of this article, we analyzed about 30 organizations - representatives of medium and small service businesses:
- maintenance of gas distribution systems;
- IT outsourcing;
- maintenance of video equipment;
- repair of office equipment;
- service of objects of trade;
- Housing department, HOA, management companies, etc.
And now we can say for sure why a service company needs a price list, whether it is possible to do without it and what it should be like. Let's figure it out!
Price list of services. What are the features?
In everyday life, we often encounter the cost of certain services: beauty salons, taxis, repairs, etc. Service companies working with legal entities on treaties and contracts, price lists are just as necessary. First, they make it possible to formalize interaction on a large number of issues. Secondly, the presence of a price list increases the transparency of contractual and financial relations between the customer and the service company. In fact, the presence of such a cost guide for an organization is a set of rules that allow you to regulate specific conditions for the provision of services or the performance of work in the framework of interaction with customers. Note that the lack of value or its uncertainty may be due to the following factors:
- VIP service / one-time job. Practiced within the framework of relationships with specific customers. Often on request.
- Execution "on order". By the way, this is the wording that can be used in the price list.
- Uniqueness of the offer for the market.
Hierarchical price list
In most companies, the catalog of billed works or services is hierarchical.
Here is an example of a multi-level price list for the repair of scanners from the site of one of our clients:
Standard hours and specifics in the development of a price list
In cases where some services can be provided at different prices depending on different parameters, some service companies form a price list for man/hours. That is, the conditional “Building and installing batteries” “costs” - 4 people / hour, and “Consultation on the system. Basic” — 0.5 person/hour.
Amount of payment for various types and price list positions may depend on the model of the asset being serviced, the capacity of the equipment, the remoteness of the facility, etc. In such cases, it is often more convenient to charge per hour of working time. Standard hours for payment for the services provided are used in order to simplify the relationship between the client and the performing company. This practice is quite common in other countries.
Depending on the specifics of the activity, the position in the price list and its cost can be for 1 meter, for 1 circuit, for every 100 watts (as when servicing climate equipment), etc.
Our practice and research shows that price lists often contain coefficients relative to the base cost. They are also listed in the price list. The coefficient can be increasing, for example, due to the involvement of a specialist with a higher qualification, the performance of work at night or outside the work schedule, the remoteness of the object, etc. and lower, for example, in cases of batch execution or for specialized organizations.
The cost may include the cost of auxiliary materials, delivery, etc. However, often the price of spare parts and used parts is not indicated in the price list, as it may depend on the supplier and other external factors. In such cases, this must be specified additionally.
Many companies try to minimize their risks and costs by introducing separate lines for penalties in the catalog of positions.
Tariff and package plans. Subscriber service.
There are a large number of companies operating without a price list. Service support and the provision of services is provided as part of a subscription service. In fact, such a service includes a certain set and number of services, that is, a package. It is for the package that the price is set. Often, packages differ in the scope of included features and quality parameters: response time to an appeal, execution time, the possibility of an emergency departure, service delivery schedule, etc. Sometimes packages or tariff plans are associated with a certain amount of allocated time or the number of jobs served (in the case of IT outsourcing or support centers for software solutions).
Service support and the provision of services within the framework of a monthly fee or at tariffs are more beneficial for the company, as they allow:
- plan the workload of employees;
- scale business;
- increase profitability.
An example of a screenshot of the support section of another client of ours:
It is important that if there are package offers and tariff plans, a service company can also offer one-time work, for which there must be a price list.
Price list of services and legislation. Cost regulation and price caps.
For different types of services and industries, there is an obligation fixed at the legislative level. So,
in the HOA or management company there must be a price list for the types of services provided. Tariffs for council houses are approved by the mayor's ordinance. However, private companies have the right to determine the cost of services on their own.
According to paragraph 3 of the Decree of the Government of the Russian Federation of August 15, 1997 N 1025 “On approval of the Rules consumer services population in Russian Federation”, the contractor is obliged to provide reliable information about the services. At the same time, he is obliged to indicate the list of services provided, prices, including those for the materials used, etc. That is, sometimes the availability of a price list for a company is regulated by law.
For some services and their cost, restrictions may be introduced or canceled that establish limit level prices:
Why does a service company need a price list of services?
Ufff... Let's summarize! :)
The presence of a formed price list is an indicator of the maturity and serious attitude of the company towards the customer. Agree, the provision of services in the “on the market” format, when the cost is determined depending on the weather, mood, impudence of the buyer or the company itself, should finally become a thing of the past. The presence of a price list is, first of all, transparency in relations between the customer and the contractor. And taking into account the fact that the formation of the cost of services in each particular company is not the easiest process (you need to take into account the costs, prices of competitors, lay down the rate of return, etc.) - this is a kind of guarantee of the quality of the entire service business. And finally, the price list can be yours competitive advantage, both in terms of the price component, and in the uniqueness of some positions, including additional features that increase the convenience of interaction and customer loyalty.
And, on the contrary, the absence of such a catalog of the cost of typical work indicates, among other things, the lack of efficiency of internal processes and the unpreparedness of the company itself.
Are you a service company that works with legal entities? Then be sure to draw up your price list of services or describe in detail the possibilities of the subscription fee and the proposed tariffs. Let the relationship with your company be transparent for customers, and your business profitable! :)
By the way, our Okdesk helpdesk automation system has a special module for maintaining a price list and using it to form the specification of a completed request.
A well-designed and beautifully designed price list is no less powerful marketing tool than. The benefits of using price lists are underestimated by many entrepreneurs, resulting in loss of customers.
What is a price list?
Dictionaries of business terms define a price list as a list of prices for goods or services offered by an organization. This term is borrowed from in English and comes from the words "price" (price) and "list" (list). The price list has replaced the previously common word “price list” from everyday life, although the meaning of both words is identical.
Price lists are used by both large suppliers and small entrepreneurs focused, for example, on. Price simplifies the management of the company's assortment, increases the transparency of the company's relationship with customers and increases its profitability.
Price list - how to write?
The correct spelling of the word "price list" is through a hyphen. This option is used, for example, in the academic spelling dictionary compiled by the Vinogradov Institute of the Russian Language, as well as in the Bolshoi explanatory dictionary Russian language (edition 2014). As a synonym with a simpler spelling, you can find the word "price list". In addition, the “price list” is often reduced to a “price list”, and the interlocutors understand that we are talking about the price list.
Price list structure
To make a price list, you need to understand in what order the information should be presented in it. The price is, in fact, the offer of the company, its purpose is to push the client to purchase. Therefore, the following price list structure is recommended:
- goods or services that are subject to discounts and promotions - promotional products, as they attract with the opportunity to benefit from the purchase;
- the main offer - we are talking about products that are mainly of interest to customers, about what there is the greatest demand for;
- additional assortment - this category includes elements that support the sales of the main assortment;
- related products or services - complement the main offer, forming a single complete set with it;
- spare parts, components, etc.
Such a procedure for presenting the assortment is considered the most convenient and helps to increase sales after the client has familiarized himself with the price list. Speaking about what can be included in the price list, in addition to the list of goods and prices, it should be noted:
- Company name;
- logo;
- reference data about the company;
- additional information about goods and services.
How to make a price list?
Creating a price list can be divided into several stages:
- Document formatting in Microsoft Excel. Excel makes it easy to make adjustments to the document, and the tabular format is optimal for the price list.
- Creation of names of goods and services. Each company assigns its own product names. The clearer the names are and the better they allow you to group the goods, the more convenient it will be for the client to navigate the price list.
- Maximum disclosure of product information. It is recommended to provide the client with as much as possible useful information about goods and services, sorting it into separate columns. For example, if we are talking about goods, it is desirable to indicate not only the price, but also the color, length, width, weight, etc. - everything that matters when choosing.
- Adding pictures. Small images can be inserted into the cells of the column following or before the product names - this will make it easier to find the right products when reading the price list.
- Separation of the price list into working and client. The working document specifies, among other things, the contact details of suppliers and the cost of purchased products. This price list will facilitate the work of employees so that they can find the phone number of the supplier for a particular product. From the price list for customers, information about suppliers and the cost of production is removed. At the same time, it is not necessary to maintain two documents separately - you can only fill out a working price list, and before sending the file to customers, simply delete the necessary columns and cells and save the document under a different name.
- Markup definition. If the company is engaged in commodity business and cooperates with both retailers and wholesale customers, several prices should be indicated in the price list at once - for retail, for wholesale and large wholesale. When determining the margin, you need to rely on the prices of competitors in the niche and your desired earnings.
- Rejection of "round" prices. This is not a mandatory requirement, but advice that you should heed. According to psychologists' research, people trust round price values (14000, 800, 1300) less, believing that these figures were taken at random. Customers react best to the numbers 5, 7 and 9, so it is recommended to specify a price, for example, not 5000, but 4970.
- Removal of identical products. You need to make sure that there are no identical items in the price list - this can mislead the client.
- Sorting. If you have a large assortment, you can divide it into several sheets. At the same time, it is desirable to highlight the sheets themselves in Excel with some catchy colors so that the client notices them when working with the price list. You can do this by right-clicking on the sheet tab and selecting the Tab Color command.
- Point of contact with the client. It is important to remember that the price list is a marketing tool and helps. In order for the price list to fully fulfill this function, it needs to be beautifully laid out, checked for errors, and the company's contact details must be indicated. Also on the first sheet you can make a description of the company and a list of advantages over competitors.
An important role is played by the design of the price list. It should follow the following rules:
- elements related to each other should be located side by side;
- all parts of the text should be visually related to each other, this can be achieved using alignment;
- if some elements are repeated, their design must match;
- the information in the price list should be organized in such a way that it can be quickly read and found the right position, for this, different colors, outlines, lines, fonts, etc. are used.
How to create a price list online?
On the Internet, you can find many suggestions for creating price lists. Specialists in the field of design and sales offer their services in this area. If your budget allows you to use these services, then it makes sense to turn to professionals.
If you don't want to spend money, you can create a price list online for free and with pictures using Google Sheets. It is a spreadsheet editor similar in function to Excel. At the same time, Google Sheets makes it possible to make changes online and provide access to view or edit documents to an unlimited number of people. Access rights are determined by the creator of the document.
Beautiful price list - sample
It is best to understand how a price list can and should look like with a visual example:
This is an example of a working price list - it shows the purchase price of goods, the products are sorted in alphabetical order, and additional design elements that would help navigate the assortment are not used. But since this is a working price, in this form it is good for company employees.
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 a full listing: contact information and a contact person in the price lists of companies. Specify the coordinates of your company - address, telephones, fax, e-mail for orders - good tone and proper 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.
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 a client "hangs" on your phone and asks for advice on prices. When the price list opens for 30-40 seconds, does not go through e-mail, or it is hard to download from the site when bad internet, such a 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 necessarily use the 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's happened 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 many brands in the price list, indicate the trademark in the spelling that is accepted on 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 indicate with a footnote that the prices indicated are valid only if certain conditions 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.
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