Читать книгу Pricing Strategies for Small Business - Andrew Gregson - Страница 49

In the interests of exploding all the pricing myths I could find, the following carefully places dynamite under some people that can distract an owner from making the best decisions for his or her business.

Ways to identify a business wrecker^[7]:

• Business wreckers imagine all business rumors to be true. They believe that all competitors are undercutting them and believe every customer who tells them they are too expensive.

• Business wreckers believe that if sales go down, it is the fault of high prices. They fail to look at the total industry numbers or share of the market the company is taking.

• Business wreckers always concentrate upon some prices only, to the exclusion of others. They also believe that costs are the only factor influencing prices.

• Business wreckers hide in a crisis. They believe that the crisis will blow over without them doing anything about it and that the price they have is the fair price.

• Business wreckers are often honorable people who believe that there is a moral price and a moral profit. As such they are willing to forgo large profits but have no recovery plan against awful losses.