{"id":290997,"date":"2015-07-29T08:44:00","date_gmt":"2015-07-29T07:44:00","guid":{"rendered":"https:\/\/ac-franchise.be\/fixer-ses-prix-1-3328"},"modified":"2015-07-29T08:44:00","modified_gmt":"2015-07-29T07:44:00","slug":"fixer-ses-prix-1-3328","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/fixer-ses-prix-1-3328","title":{"rendered":"Fixer ses prix (1)"},"content":{"rendered":"
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Si un prospect d\u00e9clare que vos prix sont trop \u00e9lev\u00e9s, demandez-lui de vous pr\u00e9ciser par rapport \u00e0 quoi. Vous pourrez alors mettre en \u00e9vidence votre diff\u00e9renciation, vos plus et justifier plus facilement la diff\u00e9rence de prix.<\/strong><\/p>\n

Pour fixer le prix juste, il est n\u00e9cessaire de bien conna\u00eetre sa client\u00e8le, ses concurrents et ses co\u00fbts<\/strong>. Trois approches compl\u00e9mentaires doivent donc \u00eatre entreprises. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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D’abord l’analyse de la demande du client<\/h3>\n
Aujourd’hui, le consommateur est non seulement tr\u00e8s attentif au prix du march\u00e9 (surtout en p\u00e9riode de faible pouvoir d’achat) mais il est \u00e9galement de mieux en mieux inform\u00e9. Il est ainsi capable de comparer les prix <\/strong>pratiqu\u00e9s pour un m\u00eame produit. Lorsque les prix sont identiques sur sa zone d’achat, le client choisira l’entreprise aupr\u00e8s de laquelle il trouvera le maximum d’avantages<\/strong> comme le choix de produits, la qualit\u00e9 du conseil, la garantie, la fiabilit\u00e9 du service apr\u00e8s vente, l’installation sur site, la possibilit\u00e9 d’\u00e9change, le principe satisfait ou rembours\u00e9, D’ailleurs le consommateur est pr\u00eat \u00e0 payer un produit ou une prestation plus cher(e) s’il le ou la juge de meilleure qualit\u00e9. Un prix plus \u00e9lev\u00e9 se justifie \u00e9galement s’il s’agit d’une nouveaut\u00e9 technologique, d’achats de d\u00e9pannage, voire de se faire plaisir. Sur un march\u00e9 en perp\u00e9tuelle \u00e9volution, il est donc important de bien conna\u00eetre la psychologie d’achat du clie<\/strong>nt<\/strong> afin de lui proposer le produit recherch\u00e9, au prix qu’il est dispos\u00e9 \u00e0 payer. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Rapport qualit\u00e9\/prix<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Cette connaissance du client est n\u00e9cessaire d\u00e8s la mise en place du projet de cr\u00e9ation d’entreprise et devra perdurer tout au long de la vie de l’entreprise<\/strong>. Est-ce la fin du rapport qualit\u00e9-prix, cette notion, ch\u00e8re \u00e0 de nombreux analystes des ann\u00e9es 80-90, n’est en effet plus toujours v\u00e9rifiable. L’article de qualit\u00e9 n’est plus synonyme de prix \u00e9lev\u00e9, notamment en raison du d\u00e9veloppement de nouveaux moyens de distribution comme le e-commerce ou la concurrence de plus en plus agressive des grandes surfaces. Le porteur de projet doit interroger ses clients potentiels pour mesurer leur connaissance des prix pratiqu\u00e9s sur le march\u00e9. <\/p>\n

On le sait un \u00e9l\u00e9ment est \u00e0 prendre en consid\u00e9ration dans l’analyse : le passage du franc \u00e0 l’euro.<\/strong> Il commence juste \u00e0 prendre conscience des augmentations de prix de certaines marques \u00e0 l’occasion de ce grand changement. Et puis il y a le prix psychologique, qui correspond au prix commercialement acceptable par le plus grand nombre des clients potentiels de l’entreprise. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Analyse des r\u00e9sultats<\/h3>\n
Deux questions sont \u00e0 poser au client : au-dessous de quel prix le produit ou le service ne semblerait-il pas bon et au-dessus de quel prix serait-il cher ?\u00a0<\/strong><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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L’analyse des r\u00e9sultats permettra de fixer le prix acceptable par le plus grand nombre de clients. Toutefois, il faut \u00eatre prudent dans l’analyse des r\u00e9sultats. Ces enqu\u00eates donnent des indications sur des tranches de prix mais elles ne d\u00e9terminent pas pr\u00e9cis\u00e9ment un prix fixe car entre l’intention d’achat \u00e0 un prix donn\u00e9 et le prix d’achat r\u00e9el, un d\u00e9calage important peut \u00eatre observ\u00e9. <\/p>\n

Ensuite on proc\u00e8de \u00e0 la d\u00e9termination du prix par l’analyse de la concurrence et la d\u00e9termination du prix de revient. Ceci fera l’objet d’un prochain article. <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Lisez aussi cet article : <\/i>Fixer ses prix : l’analyse de la concurrence<\/i><\/a>
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D\u00e9couvrez encore plus d’<\/i>actualit\u00e9s sur la cr\u00e9ation d’entreprise en franchise<\/a><\/i> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Si un prospect d\u00e9clare que vos prix sont trop \u00e9lev\u00e9s, demandez-lui de vous pr\u00e9ciser par rapport \u00e0 quoi. Vous pourrez alors mettre en \u00e9vidence votre diff\u00e9renciation, vos plus et justifier plus facilement la diff\u00e9rence de prix. Pour fixer le prix juste, il est n\u00e9cessaire de bien conna\u00eetre sa client\u00e8le, ses concurrents et ses co\u00fbts. Trois […]<\/p>\n","protected":false},"author":52,"featured_media":290998,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[132],"class_list":["post-290997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-creation-gestion-financement","entry","has-media"],"acf":[],"yoast_head":"\nFixer ses prix (1)<\/title>\n<meta name=\"description\" content=\"Si un prospect d\u00e9clare que vos prix sont trop \u00e9lev\u00e9s, demandez-lui de vous pr\u00e9ciser par rapport \u00e0 quoi. 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