Preço x Custo x Valor

Qual a relação entre preço, custo e valor?

O uso de perguntas de implicação pode ser uma boa estratégia para reduzir  (ou aumentar) a percepção ou importância do preço.

O “preço” é apenas um dos componentes do custo (monetário), que é um dos componentes do valor que ponderamos quando compramos ou decidimos.

É comum o cliente supervalorizar o preço ou esquecer ou não se conscientizar, que ele concorre com outros componentes que geram ou reduzem o custo, tais como: controle de custo, permissão e bloqueio de serviços, serviços de valor agregado que reduzem despesas adicionais inerentes ao uso do serviço, programas de fidelidade que  valorizam o consumo, reduzem despesas ou facilitam aquisições, segurança contra fraude e roubo, que além dos custos financeiros geram altos custos emocionais, recuperação de dados e dispositivos., para evitar  perda de conteúdos, fotos, contatos, e-mais. Maior disponibilidade e acesso de serviços, rapidez no atendimento, descontos em pacotes ou combos de serviços, e assim por diante.

Olhando dessa forma, fica mais fácil perceber e avaliar que uma variação de preço de 10%, por exemplo, não necessariamente varia o custo e valor na mesma forma. A compra de uma solução com preço 10% menor pode gerar uma solução com custo mair. E vice versa.

Observar a fórmula de valor que traduz isso e o nosso processo de decisão de valor:  valor = benefícios/(custo x riscos) – valor  é o resultado da ponderação que fazemos  entre benefícios, custos e riscos. Ou seja, preço é um dos componentes do custo e custo é um dos componentes que usamos para avaliar o valor de alguma coisa.

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