Price list. General recommendations. How to create the correct price list? Example What is a price list

Price list- an indispensable tool for a consultant, because it contains distribution 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. Price list No. can be seen in the title. Each consultant receives a price list free of charge when ordering.

Columns in the Oriflame price list mean:
CODE- each Oriflame product has its own code. It can be viewed in the catalog or on the product packaging.
A DISCOUNT- The current discount for this product in the current catalog. The discount is calculated based on the total cost of the product.
NAME- the product's name
BB- Bonus points are points that Oriflame gives you for the purchase of this product. Based on the Bonus Points you accumulated, you can take part in company promotions and receive valuable gifts and bonuses. Read more about the company's shares.
OP- sales volume, i.e. product price excluding VAT. By volume of sales, the group turnover is considered and a volume discount is paid.
DC- distribution price, i.e. the price at which the consultant buys the product from the company.
PC- consumer price is the price indicated in the catalog.
NP- immediate profit, the difference between PC and DC, i.e. how much the consultant will make money from the sale of this product.

Oriflame price list has several sections:
... New items in the catalog - codes and names of goods that first appeared on sale are indicated;
... All products presented in the catalog;
... Special offers of the catalog - promotions of the catalog. For example, buy 1 product for 99 rubles, and 2 products for 149 rubles, etc.
... Minikatalog - sometimes an insert is attached to the catalog - minicatalog, in which you can order products with big discounts;
... Products not presented in the catalog - Oriflame products not presented in the catalog can also be ordered at the Distributor's price;
... Testers - codes and prices of samples for products. IMPORTANT! The last 2 digits of the lipstick probe code correspond to the 2 digits glued to the base of the probe;
... Exclusively for BC - a price list for a special offer, which 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.

Separate these two concepts and never "pour water into the price list" with a justification for the need to buy 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 (levels of the funnel), you must form the correct communication with your vi-za-vi. Correct is concise, specific. Based on this, the person to whom you send the price list should already be familiar with your company. If both the presentation of the company and the story about prices occur simultaneously, then at first all information materials, and only then - the price list.

To the village to grandfather

Most likely, this warning will be unnecessary for most site visitors, but I still occasionally come across prices without a full indication: contact information and the contact person in the price lists of the companies. Indicating the coordinates of your company - address, phone numbers, fax, e-mail for orders - is a good tone and correct communication. Indicate Bank details needed as needed (avoid information overload). The reason is understandable price analysis and ordering of goods are usually broken in time. Payment details can be issued with 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 marketers busy with price list design. It is good and necessary to insert a company logo into the Excel-tree; to insert photos of product samples is your business and is determined by the business customs of your market segment. However ... The price list, which "vets" under 3 megabytes, is not a tool, but a work of art. Try to send such a "brick" e-mail, or try to open it quickly, when a client "hangs" on your phone and asks for advice on prices. When the price opens for 30-40 seconds, it does not go through e-mail, or it swings from the site when bad internet This situation is an example of poor communication.

How does price gain weight? The main eater of resources and the reason for the bloat of the document's weight is its design: stripes, frames, highlighting with colors, embedding photos - everything that makes a document design beautiful. If all this cannot be neglected and it is this "beauty" that is required from you and the price list, be sure to pay attention to the graphics being posted: photographs, drawings, logos.

A typical mistake is to insert pictures as they are without cropping, and just drag them down in the document by pulling a corner. The image in the price list has decreased, but its "weight" remains the same. All graphics must be reduced in size by adjusting to the required dimensions in width and height BEFORE importing into the price list. When doing this, be sure to reduce the resolution to 72dpi. At the same time, the graphics will look quite tolerable and will not "weigh" much.

Item 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 the one that will be used in your entire accounting policy (procurement, movement of goods, reporting). If you are purchasing a product, then use the article numbers, manufacturer's and vendor's part numbers.

If you are the brand owner and co-developer of the product accounting system yourself, you can use product model numbers and even line numbers in excel. Here you can 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 abbreviations. Otherwise, you get something like.

Price list currency

The fact that the use of several currencies is unacceptable is probably unnecessary to remind. One currency will make life easier for everyone - you, clients, logisticians, accounting, etc. This currency must be identical to the one that is accepted within the framework of the business etiquette of your segment. Do not be led by the accounting department and do not use in mandatory the currency of your accounting policy. The price is done for clients, not for the accountant! Ideally, the currency of accounting policy is the same as the currency of the business etiquette of the market segment. What Business Etiquette? If market leaders quote prices in Euros, your prices must also be in that currency, no matter what currency you bill in later.

And please, colleagues, do not drag this currency into every cell of the price list. It is enough to indicate somewhere above something like: "all prices quoted are in rubles."

Characteristics of goods

Colleagues, do not fit ALL product characteristics into the cells of the price-list table. Price is not a technical catalog. Indicate additional characteristics products 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 on the number of items of goods in the transport package (number of pieces in a box), weight of goods, minimum batch for ordering, etc. If there are a lot of brands in the price list - indicate trade mark 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 goods. Sometimes it will be useful to indicate the country of production, the name of the manufacturer, etc.

Minimum creativity

If you are not a market leader, or you are a distributor (or dealer), use the information from the manufacturers' price lists. You don't need to invent your own system of classification and designations. 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, others open sources(for example, databases, catalogs on the Internet).

Form for placing an order

A price list is 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, as well as, which is not unimportant, convenient and practical for uploading an order to the accounting system of your company from 1C, for example. So you will 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 prices indicated are valid only if certain conditions delivery and payment. For example: "The price is set subject to self-pickup from the supplier's warehouse, subject to 100% advance payment of 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 which date and until which date the prices are valid.

A well-crafted and beautifully designed price list is no less powerful marketing tool, how . The benefits of using price lists are underestimated by many entrepreneurs, resulting in lost customers.

What is a price list?

Business dictionaries define a price list as a list of prices for goods or services offered by an organization. This term is borrowed from of English language and comes from the words "price" (price) and "list" (list). The price list has supplanted the previously widespread word "price list" from everyday life, although the meaning of both words is identical.

Price lists are used by both large suppliers and small entrepreneurs focused on, for example,. Price simplifies the management of the company's assortment, increases the transparency of the company's relationship with customers and increases its profitability.

Price list - how is it spelled?

The correct spelling of the word "price list" is a hyphen. This option is used, for example, in the academic spelling dictionary compiled by the Vinogradov Institute of the Russian Language, as well as in the Large Explanatory Dictionary of the Russian Language (2014 edition). As a synonym for a simpler spelling, you can find the word "price list". In addition, quite often the “price list” is reduced to a “price list”, and the interlocutors understand that we are talking about a list of prices.

Price list structure

To make a price list, you need to understand the order in which the information should be presented. The price is, in fact, a proposal of the company, its purpose is to push the customer to buy. Therefore, the following structure of the price list is recommended:

1. goods or services for which discounts and promotions are valid are promotional products, as they attract by the opportunity to benefit from the purchase;
2. the main offer - we are talking about products that are mainly of interest to customers, about what there is the greatest demand;
3. additional assortment - this category includes items that support the sale of the main assortment;
4. related products or services - complement the main offer, forming a single complete set with it;
5. spare parts, components, etc.

This order of supplying the assortment is considered the most convenient and helps to increase sales after the client familiarizes himself with the price list. Speaking about what can be included in the price list, in addition to the list of goods and prices itself, it should be noted:

• Company name;
• logo;
• reference data about the company;
• additional information about products and services.

How to make a price list?

The creation of a price list can be divided into several stages:

1. Document formatting in Microsoft Excel. Excel makes it easy to make adjustments to the document, and the tabular format is optimal for the price list.
2. Creation of names of goods and services. Each company assigns its own product names. The clearer the names are and the better they allow to group goods, the more convenient it will be for the client to navigate the price list.
3. Maximum disclosure of product information. It is recommended to provide the client with as much as possible useful information about goods and services, sorted into separate columns. For example, if we are talking about goods, it is advisable to indicate not only the price, but also the color, length, width, weight, etc. - everything that matters when choosing.
4. Adding pictures. Small images can be inserted into the cells of the column following or preceding the product names - this will simplify the search for the desired products when reviewing the price list.
5. Dividing the price list into work and client. The working document specifies, among other things, the contact details of suppliers and the cost of the purchased products. This price list will facilitate the work of employees so that they can find the supplier's phone number for a particular product. Information about suppliers and production costs is removed from the price list for customers. At the same time, it is not necessary to keep two documents separately - you can fill out only the working price list, and before sending the file to customers, simply delete the necessary columns and cells and save the document under a different name.
6. Determination of the margin. If a company is engaged in a commodity business and cooperates with both retail and wholesale customers, several prices should be indicated in the price list at once - for retail, for wholesale and large wholesale. When determining the margin, you need to rely on the prices of competitors in the niche and your desired earnings.
7. Refusal from "round" prices. This is not a requirement, but advice that is worth listening to. According to research by psychologists, people trust less round price values ​​(14000, 800, 1300), believing that these numbers were taken at random. Customers respond best to numbers 5, 7, and 9, so it is recommended that you specify a price, for example, not 5000, but 4970.
8. Removal of identical products. You need to make sure that there are no identical items in the price list - this can mislead the client.
9. Sorting. If you have a large assortment, you can divide it into several sheets. At the same time, it is advisable to highlight the sheets themselves in Excel with some catchy colors so that the client will notice them when working with the price list. You can do this by right-clicking on a sheet tab and choosing the Tab Color command.
10. Point of touch with the client. It is important to remember that a price list is a marketing tool and helps. In order for the price list to fully fulfill this function, it must be beautifully laid out, checked for errors and indicated the contact information of the company. Also on the first sheet you can put a description of the company and a list of advantages over competitors.

The design of the price list plays an important role. It should observe the following rules:

• elements related to each other should be located side by side;
• all parts of the text should be visually connected, this can be achieved using alignment;
• if some elements are repeated, their design must match;
• the information in the price list should be organized so that it can be quickly read and found the desired position, for this, different colors, outlines, lines, fonts, etc. are used.

How to create a price list online?

There are many suggestions for creating price lists on the Internet. Specialists in the field of design and sales offer their services in this area. If your budget allows you to use these services, then it makes sense to turn to professionals.

If you don't want to spend money, you can create a price list online for free and with pictures using the Google Sheets service. It is a spreadsheet editor similar in functionality to Excel. At the same time, "Google Sheets" makes it possible to make changes online and provide access to viewing or editing documents for an unlimited number of people. Access rights are determined by the creator of the document.

Beautiful price list - sample

The best way to understand how a price list can and should look like is with an illustrative example:

This is an example of a working price list - the purchase price of goods is indicated on it, products are sorted alphabetically, additional design elements have not been used to help navigate the assortment. But since this is a working price list, in this form it is good for the company's employees.