O que fazer para aumentar o valor percebido pelo cliente?

valor percebido pelo cliente
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Qualquer produto comercializado tem dois valores: aquele estipulado pela empresa e o valor percebido pelo cliente. Ambos influenciam, e muito, na decisão de compra. Quer um exemplo? Se uma mercadoria está com um preço acima do mercado, mas a organização oferece inúmeros benefícios e é totalmente confiável, o consumidor não terá problema algum em comprá-la.

Aliás, é bem provável que ele descarte as demais opções e prefira negociar com esse empreendimento justamente por ele ser referência na área.

Nesse sentido, é importante balancear esses dois fatores e garantir que haja a competitividade da sua marca no mercado, de forma que não seja necessário reduzir as margens e nem os lucros.

Todos os consumidores alegam que o preço é fundamental. OK, é verdade, mas as pesquisas comportamentais confirmam que a grande maioria das decisões de compra são motivadas por favores emocionais, inclusive nas trasações com comprador profissional (B2B).

É aí que surge a importância de trabalhar bem a percepção do cliente — não só sobre as mercadorias e os preços, mas da empresa como um todo.

Interessou-se pelo assunto e quer saber como deixar os clientes dispostos a pagar mais pelos seus produtos e aumentar as vendas? Confira o nosso conteúdo!

1. Promova uma experiência inigualável

A trajetória de compra do cliente é muito mais ampla do que apenas entrar na empresa, escolher a mercadoria e efetivar o pagamento. O atendimento fornecido, a embalagem dos itens, as sensações sentidas são apenas alguns dos fatores que interferem no processo de negociação.

Em outras palavras, o consumidor precisa de uma experiência inigualável, que o faça se sentir único — inclusive, essa estratégia contribui com o valor agregado dos produtos. Nesse cenário, vale a pena apostar em experiências multisensoriais, ou seja, trabalhe os diversos sentidos do cliente.

Lembre-se de que ao promover uma experiência positiva é bem provável que ele divulgue a empresa para amigos e assim ajude a alavancar os resultados, uma vez que o marketing boca a boca é um dos recursos mais efetivos para aumentar o alcance do estabelecimento.

2. Construa uma identidade própria e marcante

Quando se fala em produtos modernos e que são objetos de desejo mundial, a Apple é um dos primeiros nomes que vem a mente, certo? Isso não acontece por acaso.

O seu fundador, Steve Jobs, criou um império focado na venda não só de eletrônicos, mas de um estilo de vida exclusivo, que simboliza status e inovação.

Perceba, nesse contexto, a importância de construir uma identidade para sua marca. Ela tem que gerar paixão e ser admirada. A partir daí, o cliente não pensará duas vezes para pagar o que for preciso para adquirir um item que leve o nome e símbolo da sua empresa.

A Apple vende muito mais do que produtos, sua alma é voltada para agregar valor para o consumidor, um forte exemplo é a missão dos vendedores da loja Apple Store que prega o “enriquecer a vida dos consumidores” com dicas, orientações e claro, produtos.

3. Fale a língua do seu público

O seu público-alvo é mais sofisticado ou formal? Quais são as principais aspirações e anseios dele? O que busca de diferencial em uma marca? Essas são questões que devem ser analisadas para compreender o perfil ideal do seu cliente, identificar o comportamento dele e adotar uma comunicação que seja compatível.

Suponhamos que você trabalhe com uma empresa de calçados exclusivos e, por melhor que o produto seja, as vendas não são satisfatórias. Acredite: o erro não está na mercadoria. Possivelmente, a sua abordagem não está adequada.

Nesse sentido, é preciso falar a língua do seu cliente. Para isso, mostre a história daquele item e como ele se destaca dos demais.

Não basta apenas falar das qualidades ou da estética, é preciso criar uma atmosfera que transmita o quanto aquele sapato é especial e revelar por que comprá-lo é um excelente negócio, aumentando assim o valor percebido pelo consumidor.

4. Capriche no ponto de venda

Já ouviu falar que a primeira impressão é a que fica? Por isso, é importante caprichar no ponto de venda, começando pela própria fachada. Ao ver um exterior chamativo e bem montado, é bem mais fácil atrair a atenção do cliente, que vai quase que involuntariamente associar a marca com algo positivo e de bom gosto.

É importante também ter atenção à organização interna. Não caia no erro de deixar os produtos tumultuados ou empilhados. O ideal é separá-los por categoria. A iluminação e as cores utilizadas também merecem atenção especial.

5. Cumpra as promessas

Sabe aquelas empresas que prometem o que parece ser impossível, mas conseguem honrar perfeitamente o acordo? Elas têm um público fiel, que não se importa em pagar mais pelos serviços e produtos.

Pelo contrário, os clientes optam por essa marca, pois sabem que ela é extremamente confiável e que em hipótese nenhuma os deixará na mão, por mais improvável que o combinado seja.

Esses empreendimentos têm prazos de entrega reduzidos e oferecem negociação especial — se não podem abaixar o preço, por exemplo, oferecem um número maior de parcelas ou até concedem o frete gratuitamente. Todas essas características ajudam a maximizar o valor percebido.

6. Seja melhor que a concorrência

Por que o cliente deve pagar a mais na sua empresa se existem várias lojas com a mesma proposta, inclusive, com os mesmos produtos? Entenda a importância de apostar em estratégias que diferenciam sua empresa das demais.

Para isso, é essencial fazer uma pesquisa de mercado e entender as particularidades do seu concorrente. Além do mais, encontre os pontos fortes e fracos da sua organização.

A partir de então, será possível adotar estratégias que destacam a sua marca perante as outras. Adotar ações personalizadas para os clientes pode ser o diferencial competitivo da sua marca.

7. Vendas soluções

Quanto custa um colchão ortopédico com sistema de massagem para uma pessoa que tem dores descomunais na coluna e que não tem uma boa noite de sono há tempos? Não tem preço, não é mesmo?

Nesse caso, que está sendo comercializado não é apenas um produto, mas a solução de um problema que tem feito o cliente, literalmente, perder o sono. Nesse contexto, é importante que a empresa trabalhe bem o marketing e apresente muito mais do que apenas uma mercadoria.

Fato é que para aumentar o valor percebido pelo cliente, o empreendedor deve aprender a posicionar a sua empresa no mercado, apresentando-se como um negócio diferente e inovador.

A empresa deve ser vista pelo consumidor como uma marca inusitada para se transformar em objeto de desejo do público.

Quer mais dicas sobre como aprimorar o seu negócio e melhorar os resultados? Confira, então, o nosso artigo sobre a importância das parcerias entre empresa.

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