Price list. General recommendations. How to make the right price list? Example Beautiful price list - sample

This article will not have long introductions, which are typical for me. I will tell you how to arrange a selling price list using the example of one of our cases.

There will be specific steps that allowed us to increase the conversion after submitting the price list by 12.7%. Therefore, rather study and proceed to the implementation or even a complete alteration of your price list.

Similarities and differences in prices

When you contact different companies to find a solution to your need, you ask them to send prices as well as the final solution.

As a rule, the commercial offer is different for everyone. What can not be said about the prices, which are similar to each other like two drops of water from the same ocean. Although I'm lying, there are as many as 3 differences that you can find in them:

Company details;
Number of positions;
Price difference.

And here's a sample price list for you as an example. Standard unloading from 1C to Excel. Usually 20-30 sheets if printed. The more titles, the more sheets.

Typical price

And that's bad! Once in a lifetime, we saw a catalog that was not only “terrible”, but also consisted of 212 pages. Excuse me, but this is something, such a document is not only a long time to read, but also a long time to download.

If it turns out that there are a large number of items in your catalog, in this case it is necessary to find out the needs of the client and send only what he really needs.

WE ARE ALREADY MORE THAN 29,000 people.
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Our conclusions on the revision of the price list

Based on the information above, we could already draw conclusions about the alterations of this tool. But we went further, conducted a survey among the clients of our customer and drew conclusions, which I will now talk about.

Conclusion 1. A potential buyer requested from 3-5 prices from different companies and compared prices. The main criterion for selection was the price. Conditions for the type of delivery, guarantee, payment were already in second place.

Conclusion 2. Most often, the client viewed the first 2-3 pages of the price list, no more. This was quite enough to understand the pricing and make a decision about working with this company.

Conclusion 3. Since our client was engaged in the wholesale of clothing, the decisive factor for making a purchase decision was the presence of photos of positions. On the site, in social networks or in the price list itself, it doesn’t matter.

The main thing is that the buyer can see everything with his own eyes and choose the product to his taste, which, in his opinion, will sell best.

Conclusion 4. Everyone was asking for discounts, even though the lowest price was already listed on the price list. And they thought it didn't have a discount yet. Therefore, they traded during the conversation until the first blood.

There were dozens of different thoughts, but they all had a one-time character. So you can rely on them only at your own peril and risk. We chose not to do this, since a decrease in conversion means a decrease in profit.

How we changed the price

The main thing in this matter is not to get bogged down in introspection. Therefore, it was decided to take what is and based on it to do.

After all, we clearly understood that if we continued to call and find out more information, then we would rather get confused than get a positive effect from a large amount of input data. We started to act.

1. Slightly raised prices

As silly as it sounds, we've raised prices by 5% on most items except . This was done on purpose, because without it we would not have been able to implement point 2.

And besides, this allowed us, because for the product for which we raised the cost, there are no analogues among competitors. So, there is no way to compare.

2. Added discounts

Discount 5% and 8%. To get the goods at this price, it was necessary to make a purchase for a certain amount. For 10,000 rubles to get 5%, and for 25,000 to get 8%, but we did not talk about the conditions for receiving a discount to new customers before sending them, so that they themselves had a desire to find out about it.

And in order for these discounts to work not against us, that is, not “in the red”, we made point number one.

3. We hired a photographer on staff

He began to photograph new positions and insert them into 1C. We gave approximately the same task to sales managers - to look for photos of goods on manufacturers' websites and also insert them into 1C.

Literally in a month, with the painstaking work of 3 people, 10-15 thousand photos can be inserted into the price list. Naturally, first of all, you need to insert a photo of the most popular products.

4. Made special marks

“Bestseller”, “Special Offer” and “New”. And highlighted them in large letters and in red so that they are conspicuous.

Perhaps not very honest with customers, but often it was not “New” at all, but simply what we needed to sell first. That is, in fact, managers inserted stock balances, auction goods, and so on into these categories.

Such a move also allowed us to visually arrange the price list and split it into sections so that the client does not fall asleep when scrolling the mouse wheel due to the uniformity of all lines. Therefore, we also implemented a gray highlight in two shades.

5. Gave a task to a programmer

Naturally, it’s not enough to come up with innovations; everything needs to be automatically uploaded from 1C to Excel. To be honest, we messed less with the first four points than with this one.

It really took a lot of nerves, effort and time. The main problem was with importing not text, but photos from 1C to Excel, but we solved it too :-).

This is how the price began to look after our changes. Agree, it differs from the first picture for the better. And as I wrote above, the average conversion, after sending such a price list, to a deal increased by 12.7%.

Selling price

Now (6 months have passed since the implementation) I already see what could have been done even better. For example, change the vigorous red color to a pleasant blue, which is more conducive to purchase.

You could also write the cost based on ours. For example, to make a column with additional benefits ours.

I am not ashamed to admit it, as we are constantly learning. And those who order the development of promotional materials from us now receive more professional developments, but again at a higher price. I say this so that you understand that this is not a perfectly designed version, but a good basis for an example.

What to do with a big price

Naturally, we had the problem that the photo took up a lot of space on the hard drive (about 300 megabytes), and it became impossible to send it entirely by e-mail, but we found a solution for this:

Do not send all items in one document, but find out the needs of the client and send according to certain trademarks;
Upload a price list to a service where you can browse it online without downloading it to your computer and doing it from any device.

In addition, we have prepared and created a special and commercial offer, in which we described in detail all the advantages of our client.

In a compartment with a selling price list, we got a good selection.

Briefly about the main

As I wrote above, this case could have been made even better, it was possible to develop a title cover, highlight individual positions and stick stickers on them, name the products with their own articles so that no one can compare them.

But this is all a twist to the ideal. For the basics, in order to understand how to draw up a selling price list, these steps are enough for you. And now let's summarize how to act correctly if you want a selling price list:

beautifully arranged;
Break into categories;
Have stickers and photos.

And here are a few more tips on the "path".

1. Use columns or columns “Discount”. It just magically influences the decision to buy, especially in the wholesale sector.

2. Always call your customers back after sending the price. As a rule, all sales managers sin with this.

3. Don't make excuses. “I feel that he is a competitor”, “He won’t buy anything”, “He will call you back”. Usual inventions of sales managers to save themselves from calls.

4. Invest in price changes. Especially in 1C, it can cost tens or even hundreds of thousands of rubles, depending on the complexity of the system, but even if it increases the conversion by 1%, it will pay off many times over in the future.

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 an 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 to convey the main, most important information about your product to the buyer in a form convenient for him in a short time. The correct structure of the 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, the price list structure should contain only the most necessary information for the customer: name, brief description, 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 informed as the entire global warehouse in electronic form or printed out several sheets with goods of a specific category.

It is important that the names and numbers are readable, otherwise there will be little sense in such a CP. A hat is also an important element of the price list - it 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 instance:

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 of a 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. It is needed when it comes to 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 instance:

Pay attention to the special attributes of the promotional price list. This:

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 expediency of the purchase, the customer must be guided by the pricing policy of the market for the 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. Creating such lists, the company's management takes into account all the material costs of production, advertising.

What is the price for modern business? Having a price list, a company representative can offer possible cooperation to a potential partner, appealing to the prices and range of goods available, 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 goods, the prices of which 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 of a 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 purchasing a low-quality product 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 costs to find the necessary goods.

The price list is necessary for the buyer to study the range and make a purchase. Therefore, the design of the price list must be approached responsibly. There are norms and rules for compiling price lists, we will tell you more in our article.

Making a price list

When compiling a price list, an entrepreneur must make sure that the buyer is satisfied with the level and completeness of the information presented in it.

It should disclose the range of the store, should contain a brief description of the goods and products sufficient to make a purchase decision, and, of course, the price.

How to make a price list if the store provides discounts? They also need to be specified in the price list. Products that participate in promotions, marketing events, or some kind of bonuses are provided for them, can be highlighted for ease of perception in color, in a different font, etc.

Making out the price list, we must not forget that it is for the buyer. Therefore, it should be convenient and pleasant to read. No need to write in too small a font.

The information should be detailed, but not redundant. If there are many positions in the list, and there is a detailed description for each, the document will be large, you simply won’t want to read it.

The originality of the names is a good thing in order to catch the attention of the buyer, but in this case you need to be careful with creativity: it is not always justified to name traditionally famous and popular products creatively.

The price list must include contact information. No matter how detailed the goods and products are described, the buyer will definitely have additional questions. In this case, they usually leave the phone number or email address of one of the managers.

To see an accurate picture of a person's needs and produce successful sales of services will help the CRM system from Business.Ru. Accumulate and systematize information about the client and increase his loyalty with personal offers.

Sorting goods

Goods and products can and should be divided into categories, if necessary, especially for department stores:

1. By type. Food, non-food items, stationery, etc. Each type of product can also be divided into segments. For example, food products can be divided into: dairy products, meat and sausages, bakery, confectionery, etc.

Non-food products can be sorted into segments: clothing (can also be divided into men's, women's and children's), household appliances, household chemicals, personal care products, etc.

2. By types of prices. Usually prices are retail or wholesale (small wholesale, large wholesale): the first prices are higher, the second lower. That is, if a person buys not 1 unit, but a batch of small or large wholesale, the goods will cost him less.

This can be reflected in the price list, for example, it is indicated that when buying from 10 pieces, the price will be reduced by 10%.

Or, for example, you can make such a note in the price list that when buying a total amount (without division into types and categories of goods, just for the amount) so many rubles, a 10% discount will be applied to the purchase amount.

Psychological prices

The psychology of price is based on perception. This one is best shown with an example: 1000 rubles and 999 rubles.

In fact, this is the same price: the difference of 1 ruble is not significant and practically does not affect, all other things being equal, the financial result of the entrepreneur's business.

However, this difference is significant for the buyer: the price tag with 999 rubles attracts him more than the price tag with 1000 rubles.

The difference of 1 ruble, which, in fact, is not a difference, for the buyer is a kind of boundary between completely different scales of the amounts of money that he has to pay from his own wallet:

999 rubles - this amount is measured in hundreds.
1000 rubles - this amount is already measured in thousands.

Psychologically, the price measurement scale in the second case is 10 times larger than the measurement scale in the first case: thousands are 10 times larger than hundreds.

Therefore, prices indicated in this form - 999 rubles, 1999 rubles, etc. - are more attractive for the buyer.

Marketing and retail experts say that in this case, the buyer is more willing to make a purchase, because it is easier for him to give 10 times less money.

In fact, of course, there is no difference, but it seems to a person that there is. Therefore, many experts and specialists recommend that prices be indicated in this form.

Of course, this should be done in such a way that both the prices separately and the entire price list look and feel harmonious. Therefore, the decision on the use of such non-round prices must be made based on the specific conditions of doing a particular business.

Types of price lists:

1. For the buyer. It indicates what a person needs to make a decision: to buy a product or not, if to buy, then how much. In the price list for the buyer, in addition to the price and name, there may be additional information characterizing the product, product.

It depends on the need and on specific situations;

2. Internal price list. It is intended for official use. It may contain more advanced information, including information that is not intended for the buyer, but may be necessary for store employees, for example, sales managers, accountants, marketers and others.

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Take control of sales and track the performance of cashiers, outlets and organizations in real time from any convenient place with an Internet connection. Form the needs of outlets and purchase goods in 3 clicks, print labels and price tags with a barcode, making life easier for yourself and your employees. Build a customer base with a ready-made loyalty system, use a flexible discount system to attract customers during off-peak hours. Operate like a big store, but without the cost of specialists and server hardware today, start earning more tomorrow.

An extended price list can have the following set of information (example):

Name of goods;
The selling price per unit for which the product is sold to the buyer;
Purchase price. There may be times when managers need this information for all products, so it can be included in the extended version;
Product cost. In addition to the purchase price, it may include other costs that are in the business;
Opportunities for discounts. In the extended price list, intended for managers, you can specify to what extent they can reduce the price. Naturally, this is the case if the conditions of the store provide for dynamic prices.

Selling price list. Video

Price list in the online service "Business.Ru"

Usually in stores there is a fairly large assortment of what is sold. Therefore, there is a need to automate the process of registration of price lists.

You can do this with the help of the well-known Excel program (free of charge). In this case, it will be a program for compiling price lists.

It provides many convenient tools for this: sorting, columns, rows and sheets, the ability to apply formulas and the relationship of document elements and various documents.

However, the use of Excel is, if not a manual, but not a fully automated process.

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 full indication: 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.

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 a client "hangs" on your phone and asks for advice on prices. When a price list opens for 30-40 seconds, does not go through by email, or is hard to download from the site with poor internet, this 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 necessarily use the 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 is 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 many brands in the price list, indicate the trademark in the spelling that is accepted on 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.

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