This week, we are talking about pricing. Because of the significant weight that pricing has in the overall performance of a company, we believe this is an important issue the spa industry needs to get better at.
In order to discuss this, we would like to share two interesting articles on pricing published by the McKinsey Quarterly. In the following lines we will discuss the importance of building a solid infrastructure and a long-term strategy regarding this crucial issue.
Esta semana, hablaremos sobre la gestión de precios. Debido a la enorme incidencia que la estrategia de precios supone en el rendimiento global de una empresa, creemos que este sea un tema importante sobre el cual la industria del spa debe mejorar.
Con el fin de discutir esto, nos gustaría compartir dos artículos interesantes sobre gestión de precios publicados por la revista McKinsey Quarterly. En las siguientes líneas, discutiremos la importancia de construir una infraestructura sólida y una estrategia a largo plazo con respecto a este crucial tema.
Effective Pricing Starts with A Solid Infrastructure
The impact that effective pricing can have in the general performance of a company is enormous. According to an article on pricing infrastructure published by McKinsey Quarterly, “sustaining a long-term price advantage may represent roughly 15 to 25 percent of a typical company’s total profits”. In spite of this, companies are not usually seduced by the idea of investing a lot of time and money in the elaboration of a pricing infra-structure.
This common mistake is, however, avoided by successful companies that do understand the importance of having a solid pricing infra-structure. Typically, these companies build this infra-structure by carefully analysing and considering in chronological order pricing processes, organisational aspects, performance management, and systems and tools.
Pricing Decisions Matter
Very often, crucial pricing decisions are consequence of unexpected changes in the market. Instead of leaving these processes with this ‘reactive’ feeling, “companies must first determine which specific pricing decisions are critical to their success and then build robust processes around those decisions”. Moreover, it is important to understand that these decisions are quite different across the entire spectrum of industries.
In order to give the right attention to these decisions, a company must be capable of establishing ownership and accountability regarding pricing. The executive in charge “should be responsible not only for managing day-to-day pricing activities but also for fostering the proactive, continuous-improvement mind-set that separates high-performing pricing organisations from merely good ones“.
Performance management and pricing systems
A solid pricing infra-structure also needs to “have a set of pricing metrics that measure the financial and operational health of pricing across the business”. However, if companies really want to take advantage of this, they need to implement a system of rewards capable of motivating the employees in charge of pricing policy decisions.
Using pricing metrics as the basis for conversations across the organisation, can also boost general performance. Because of their regular occurrence, degree of interaction across multiple levels, and the focus on specific questions, these conversations offer a great potential for companies.
In order for all this to work, companies need to invest time and money on systems that allow them to collect the vital information they need regarding pricing. However, this should be done wisely. According to the McKinsey Quarterly article, there are two principles to consider: “first, understand what information you need and when you need it, and second, move slowly because real business needs for systems and tools are best understood over time. There is no one-size-fits-all answer”. The ultimate goal with pricing systems is that of having access to reliable data for decision-making.
Establishing a Long-Term Pricing Policy
Besides building a pricing strategy, it is also important that a company has some sort of idea about establishing a long-term strategy regarding pricing. In other words, a company must make some sense of pricing during the launch, midlife and late life of a product.
According to a different article published by McKinsey Quarterly on pricing strategy, “companies that master pricing do so across the three phases of a product’s life cycle—launch, midlife, and late life—and make decisions in the context of adjacent products in their portfolios. In this way, these companies ensure that they reap the full rewards of their innovations by creating price advantages for themselves”.
Having said this, we believe the spa industry can also benefit from all the insights we have shared in this article. Building a pricing infra-structure and setting some long-term pricing goals can provide spas and wellness centres with a significant business advantage. It is time for us to take pricing more seriously.
Una gestión de precios eficaz comienza con una sólida infraestructura
El impacto que la gestión de precios tiene en el desempeño general de una empresa es enorme. Según un artículo publicado por McKinsey Quarterly sobre la infraestructura de precios, “el mantenimiento de una ventaja de precios a largo plazo puede representar aproximadamente entre el 15 y el 25 por ciento de las ganancias totales de una empresa”. A pesar de ello, a las empresas no les seduce la idea de invertir una gran cantidad de tiempo y dinero en la elaboración de una infraestructura de precios.
Este común error es, sin embargo, evitado por empresas de éxito que entienden la importancia de contar con una sólida infraestructura para la gestión de precios. Por lo general, estas empresas construyen dicha infraestructura a través de un cuidadoso análisis y consideración cronológica de los procesos de fijación de precios, aspectos organizativos, gestión del rendimiento y sistemas y herramientas de recolección de datos.
La importancia de la estrategia de precios
Muy a menudo, las decisiones cruciales que se toman con respecto a la gestión de precios son consecuencia de cambios inesperados en el mercado. En lugar de marcar dichas decisiones con un aspecto ‘reactivo’, “las empresas deben primero determinar qué decisiones específicas de fijación de precios son fundamentales para su éxito y luego construir procesos sólidos en torno a dichas decisiones”. Más aun, es importante entender que estas decisiones varían de gran forma a lo largo de toda la esfera industrial.
A fin de dar la atención adecuada a estas decisiones, una empresa debe ser capaz de establecer propiedad y responsabilidad en materia de fijación precios. El ejecutivo a cargo “debe ser responsable no sólo de la gestión diaria de las actividades de fijación de precios, sino también de la promoción de una mentalidad proactiva y de constante mejoramiento que es la que al final marca la diferencia entre compañías con una fijación de precios de alto rendimiento y aquellas que son sólo buenas en ello”.
Gestión de rendimiento y sistemas de fijación de precios
Una infraestructura de gestión de precios sólida debe “tener en pie un conjunto de parámetros métricos que le permitan a la compañía medir la salud financiera y operativa de los precios a nivel de todo el negocio”. Además, si las empresas realmente quieren tomar ventaja de esto, es necesario implementar un sistema de incentivos capaz de motivar a los empleados que están a cargo de decisiones relacionadas con las políticas de gestión de precios.
El uso de parámetros métricos como base de las conversaciones que se desarrollan a lo largo de la compañía, también ayuda a mejorar el rendimiento general de la empresa. Gracias a la regularidad, el grado de interacción de múltiples niveles de la compañía, y el énfasis en preguntas específicas, dichas conversaciones ofrecen un gran potencial para las empresas.
Para que todo esto funcione, las empresas deben invertir tiempo y dinero en sistemas que les permitan recolectar la información vital que necesitan en materia de precios. Sin embargo, esto debe hacerse con sabiduría. Según el artículo de McKinsey Quarterly, hay dos principios que se deben tener en cuenta: “En primer lugar, entender qué tipo de información se necesita y cuando se necesita. En segundo lugar, moverse lentamente ya que las necesidades reales de una empresa con respecto a los sistemas y herramientas que requiere se entienden sólo a través del tiempo. No existe una fórmula única para todos”. El objetivo central de los sistemas de fijación de precios es el de poder tener acceso a datos fiables para la toma de decisiones.
El establecimiento de una política de precios a largo plazo
Además de la construcción de una estrategia de precios, es también importante que la empresa tenga una idea clara sobre la elaboración de una estrategia a largo plazo en materia de estrategia de precios. En otras palabras, una empresa debe tratar de entender los precios que se van a manejar dentro de las fase de lanzamiento, edad media y etapa final del producto o servicio.
De acuerdo con otro artículo publicado por McKinsey Quarterly sobre estrategia de precios, “las empresas que realmente saben gestionar precios lo hacen a través de las tres fases de vida de un producto – lanzamiento, edad media y etapa final – y toman decisiones en un contexto en donde se tienen en cuenta los productos adyacentes de sus portafolios. De esta forma, dichas empresas son capaces de obtener el mayor rendimiento de sus innovaciones gracias a que son capaces de crear ventajas de precios para sí mismos”.
Dicho esto, creemos que la industria del spa también pueden beneficiarse de todas las ideas que hemos compartido en este artículo. La construcción de una infraestructura y el establecimiento de objetivos a largo plazo en materia de gestión de precios le pueden brindar a los spas y centros de wellness una importante ventaja de negocios. Es hora de que tomemos más en serio la gestión de precios.
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