{"id":1360,"date":"2017-10-11T09:40:56","date_gmt":"2017-10-11T09:40:56","guid":{"rendered":"http:\/\/edebex.com\/?p=1360"},"modified":"2020-03-13T07:48:58","modified_gmt":"2020-03-13T07:48:58","slug":"5-bons-reflexes-pour-determiner-vos-prix-de-vente","status":"publish","type":"post","link":"https:\/\/edebex.com\/fr\/blog\/5-bons-reflexes-pour-determiner-vos-prix-de-vente\/","title":{"rendered":"5 bons r\u00e9flexes pour d\u00e9terminer vos prix de vente"},"content":{"rendered":"

Fixer vos prix de vente n\u2019est pas un exercice facile. S\u2019ils sont trop bas, votre activit\u00e9 se sera pas viable \u00e0 terme. Mais s\u2019ils sont trop \u00e9lev\u00e9s, vous risquez de voir vos clients partir vers la concurrence. Quelques conseils pour r\u00e9aliser cet exercice d\u2019\u00e9quilibriste\u2026<\/strong><\/h4>\n

\u00c0 quelques exceptions pr\u00e8s, vous \u00eates en principe libre de fixer vos prix comme vous l\u2019entendez. Mais mieux vaut y r\u00e9fl\u00e9chir \u00e0 deux fois, car cette d\u00e9cision aura une influence importante sur la sant\u00e9 de votre entreprise.<\/p>\n

1. Calculez vos co\u00fbts<\/strong><\/h2>\n

D\u00e9terminer vos prix de vente, c\u2019est avant tout vous interroger sur vos co\u00fbts. Pour que votre activit\u00e9 soit rentable, vous devez fixer un prix qui couvre au minimum l\u2019ensemble de vos co\u00fbts de production.<\/p>\n

Plus pr\u00e9cis\u00e9ment, votre prix de vente doit prendre en compte:<\/p>\n

    \n
  • vos co\u00fbts variables, c\u2019est-\u00e0-dire ceux qui suivent votre volume de production : les mati\u00e8res premi\u00e8res, l\u2019\u00e9nergie, les pi\u00e8ces d\u00e9tach\u00e9es, etc.<\/li>\n
  • vos co\u00fbts fixes, \u00e0 savoir ceux g\u00e9n\u00e9r\u00e9s par votre entreprise ind\u00e9pendamment du volume de production : les frais de gestion, les co\u00fbts de vos locaux, etc.<\/li>\n<\/ul>\n

    Concr\u00e8tement, pour que votre activit\u00e9 soit viable, votre prix de vente unitaire doit au minimum \u00eatre \u00e9gal au total de vos co\u00fbts variables, plus l\u2019ensemble des co\u00fbts fixes g\u00e9n\u00e9r\u00e9s, divis\u00e9s par le nombre d\u2019unit\u00e9s produites. Vous venez donc de calculer votre prix plancher. Voici la formule \u00e0 retenir :<\/p>\n

    Prix de vente unitaire = (co\u00fbts variables + co\u00fbts fixes) \/ nombre d\u2019unit\u00e9s<\/strong><\/div>\n

    2. Faites de la veille concurrentielle<\/strong><\/h2>\n

    Vous devez absolument suivre l\u2019\u00e9volution du march\u00e9 et de vos concurrents. C\u2019est ce qu\u2019on appelle une veille concurrentielle. L\u2019objectif de cette veille est de r\u00e9pondre \u00e0 une double question.<\/p>\n

      \n
    • Premi\u00e8rement, en surveillant les tarifs pratiqu\u00e9s par vos principaux concurrents, vous avez une id\u00e9e de leur structure de co\u00fbts et vous pouvez d\u00e9terminer si vous \u00eates comp\u00e9titif.<\/li>\n
    • Deuxi\u00e8mement, vous savez jusqu\u2019o\u00f9 vous pouvez aller dans votre tarification et ainsi d\u00e9finir votre marge b\u00e9n\u00e9ficiaire.<\/li>\n<\/ul>\n

      3. Sondez vos clients<\/strong><\/h2>\n

      Pensez aussi \u00e0 sonder vos clients actuels et\/ou potentiels. L\u2019id\u00e9e est de conna\u00eetre ce qu\u2019ils estiment le juste prix \u00e0 payer pour le bien ou le service envisag\u00e9. Conna\u00eetre leurs attentes pourra vous aider \u00e0 mieux vous positionner.<\/p>\n

      Comme ce \u00abprix d\u2019acceptabilit\u00e9\u00bb est avant tout d\u2019ordre psychologique, n\u2019h\u00e9sitez pas \u00e0 vous renseigner sur les diff\u00e9rentes pratiques qui aident \u00e0 en diminuer l\u2019impact. Comme, par exemple, fixer des prix ronds (500\u20ac, 1.000\u20ac, etc.) ou au contraire les emp\u00eacher de d\u00e9passer un seuil psychologique (99\u20ac plut\u00f4t que 100\u20ac par exemple).<\/p>\n

      4. R\u00e9fl\u00e9chissez \u00e0 deux fois avant de r\u00e9ajuster vos prix<\/strong><\/h2>\n

      Une fois votre activit\u00e9 lanc\u00e9e, les prix pratiqu\u00e9s vont vite constituer une des bases de la relation que vous entretenez avec vos clients. Sauf cas de \u00ab force majeure \u00bb, \u00e9vitez de revoir vos prix \u00e0 la hausse en cours de route, au risque de rompre la dynamique de confiance instaur\u00e9e.<\/p>\n

      D\u00e8s le d\u00e9part, fixez un prix qui vous soit profitable et tenez-vous-y plut\u00f4t que de proposer des tarifs bas et de les revoir progressivement \u00e0 la hausse.<\/p>\n

      5. Privil\u00e9giez la valeur au prix<\/strong><\/h2>\n

      En fin de compte, gardez avant tout \u00e0 l\u2019esprit que si le prix est un \u00e9l\u00e9ment important, ce n\u2019est jamais qu\u2019un argument parmi d\u2019autres. Pour votre client, ce qui est d\u00e9terminant, c\u2019est la valeur totale des produits que vous offrez. En effet, le prix que vous fixez ne fait sens qu\u2019au regard de la qualit\u00e9 des biens et des services que vous proposez, de l\u2019image de marque de votre soci\u00e9t\u00e9, de la fiabilit\u00e9 de vos prestations, etc. Ce n\u2019est donc qu\u2019\u00e0 valeur \u00e9gale que vos clients feront du prix un crit\u00e8re de s\u00e9lection d\u00e9finitif.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Fixer vos prix de vente n\u2019est pas un exercice facile. S\u2019ils sont trop bas, votre activit\u00e9 se sera pas viable \u00e0 terme. Mais s\u2019ils sont trop \u00e9lev\u00e9s, vous risquez de voir vos clients partir vers la concurrence. Quelques conseils pour r\u00e9aliser cet exercice d\u2019\u00e9quilibriste\u2026 \u00c0 quelques exceptions pr\u00e8s, vous \u00eates en principe libre de fixer […]<\/p>\n","protected":false},"author":3,"featured_media":1362,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[208],"tags":[],"class_list":["post-1360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gestion-des-clients"],"acf":[],"yoast_head":"\n5 bons r\u00e9flexes pour d\u00e9terminer vos prix de vente | Edebex<\/title>\n<meta name=\"description\" content=\"Fixer vos prix de vente n\u2019est pas un exercice facile. 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