Na początku XXI wieku w branży IT w Polsce rywalizowało ze sobą trzech dystrybutorów. Nazwa każdego z nich zaczynała się na „A”, a ich obroty dochodziły do 1 mld zł. Ich klienci dzwonili do swoich handlowców i negocjowali każdy najdrobniejszy zakup, czasem targując się o grosze. I wówczas jeden z dystrybutorów „wywrócił stolik”. Zabronił swoim handlowcom udzielania jakichkolwiek rabatów. Od tej pory mogli sprzedawać jedynie na podstawie cen cennikowych.

„Szaleństwo! Teraz stracą wszystkich klientów!” – zakrzyknęła branża IT. I co? No i nic takiego się nie stało. Skończyło się automatyczne trwonienie marży. Cena zaczęła mieć swój sens. Handlowcy skupili się na lepszym wsparciu, a dodatkowy profit wzmocnił firmę. Jak skończyła ta firma? Dzisiaj ma ponad 13 mld zł przychodów i jest liderem w branży. Może zatem, zamiast szkoleń dla handlowców ze sposobów podnoszenia marży, prościej byłoby… odebrać im możliwość dawania rabatów?  

Bardzo często handlowcy wybierają ścieżkę najmniejszego oporu, oferując największy rabat dozwolony przez firmę. Ten mechanizm został doprowadzony do absurdu w salonach jubilerskich. Gdy do takiego wchodzę, mówię: „dzień dobry, ile dostanę rabatu?” i… dostaję, na przykład 20 procent, zanim jeszcze spytam o coś z oferty.

Gdy gospodarka słabnie (o 1 punkt procentowy PKB w tym roku), firmy odczuwają presję na marżę ze strony własnych handlowców. Ale gdyby wszyscy sprzedawali „po kosztach”, to nasz gatunek by wyginął. Niewykluczone, że prawdziwym motorem cywilizacji była… marża.

Co robić, by chronić marżę?  

Po pierwsze nie ustalaj cen według konkurencji, tylko według twoich kosztów i broń swojej ceny. Poza tym zastanów się, czy nie odebrać handlowcom prawa do kształtowania ceny? Najlepiej, jeśli każdy rabat będzie wymagał zgody kogoś spoza działu handlowego. Generalnie, proces udzielania rabatów nie musi być łatwy, szybki i zautomatyzowany. Masz zapewne wiele ważniejszych procesów do zoptymalizowania, prawda?

Nawet jeśli jesteś asem negocjacji, to ludzie, których zatrudniasz, czasem nie mają pojęcia o podstawowych zasadach. Żadna szkoła nie uczy zasad sprzedaży i negocjacji. Tego właśnie brakuje sprzedawcom w salonach, którzy dają automatyczne rabaty. Gdy klient spyta o rabat, pierwsza odpowiedź powinna polegać na… obronie istniejącej ceny.

Rozważ stworzenie tabeli upustów, z takimi danymi, jak: ilość, rodzaje produktów, wielkość rocznych obrotów, terminowość płatności – to wszystko można w niej opisać. Jeśli handlowiec chce dać klientowi upust, jedyną drogą może być na przykład namówienie go na nieco większy zakup.

Ustaw warunki premiowe od marży, a nie obrotu (premia od samej marży też ma wady). Celebruj dile o wysokiej wartości marży, pokazując, że można sprzedawać dużo i „zdrowo”. Jak wiadomo, zwłaszcza w zespołach rozproszonych, ci, którym sprzedaż nie idzie, tworzą hipotezy, że „centrala ma za wysokie ceny”. Wreszcie podkreślaj, że dawanie rabatu, to przeciwieństwo pokazywania wartości. Albo, albo…


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Marcin Babiak Marcin Babiak  

Autor jest trenerem sprzedaży i zarządzania, mentorem i doradcą biznesowym.