What is a price list definition. How to make the right price list? Example

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. 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 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 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 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 indicate with a footnote that the indicated prices are 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.

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 for a short time. Correct Structure 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. hat too important element The price list 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 a 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 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. She is needed when we are talking about 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. It:

• 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 to highlight a promotional product, decide which one suits you. If you have a whole group of promotional products, it makes sense to put them on a separate price list.

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 potential partner, appealing to the prices on hand and the range of goods, 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 necessary goods whose prices have 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 is an opportunity to create long-term partnerships easily and on favorable terms. And also with minimal cost find the required product.

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, and 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. The discount is calculated from the total price of the product.
NAME- the product's name
BB- Points-bonuses are the points that Oriflame gives you for your purchase 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.

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 exactly why service company a price list is needed, is it possible to do without it and what should it be. 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, repair work 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 climatic 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 provision of services is provided as part of the 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 services and industries, there is a statutory obligation. 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 and canceled that establish the maximum price level:

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 costs standard works speaks, among other things, about 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.