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Acontece em quase todos os ramos de atividade: concorrentes que fazem “loucuras” na prática de preços que fica a dúvida se eles descobriram um novo método para praticar preços tão baixos, com lucro, ou se irão quebrar.
 
Sabemos que a adoção de preços baixíssimos, muitas vezes com prejuízo, é uma ação de marketing para chamar a atenção dos clientes, e deve ser criteriosamente calculada para que não seja o fim daquele negócio. Um exemplo são os supermercados, que fazem campanhas de determinados produtos (observe que não são todos os itens existentes na loja, apenas alguns, que talvez representem 1% ou 2% do total). Solitária, esta ação gera prejuízo (investimento) para levar o cliente até o estabelecimento. No entanto, o cliente normalmente comprará outras mercadorias com margem de lucro positiva. A expectativa, portanto, é de que o prejuízo seja compensado e ainda reste lucro.
 
Há quem deseje produtos com alta qualidade sem importar em pagar preços bem mais elevados. Mas a grande maioria é formada por consumidores que gostam de qualidade, mas facilmente abre mão dela, consciente ou não, para pagar preço muito baixo. Sendo assim, é necessário esforço para produzir mais com menos para também ofertar aos clientes o máximo pelo menor preço, desde que resulte lucro, ao menos no global.
 
Nos tempos atuais é preciso estar bastante atento para oferecer serviços e mercadorias inovadoras com preço acessível, pois, do contrário, os clientes poderão fugir. Constantemente é necessário se reinventar, ou melhor, repensar a forma e as ferramentas utilizadas para executar as tarefas, pois o tempo consumido pode fazer toda a diferença para reduzir o preço e manter a lucratividade.
 
Imagine um agricultor que, por falta de conhecimento ou de recursos financeiros, ainda vira a terra com arado puxado por boi, semeia com o lance manual, carpe as ervas daninhas com enxada e a colheita é manual. Será que ele terá alta produção e preço competitivo?
 
Nas demais atividades é a mesma coisa. Uma ferramenta pode não ter mais alta produção, dada a evolução que tem sido extremamente veloz. Um software pode ter sido desenvolvido há poucos dias e o nosso concorrente, mais atento, o conheceu e já o aplicou em sua empresa, reduzindo em 10% ou 20% o tempo para desenvolver uma tarefa. Desta forma ele pode ter maximizado o lucro ou optado por reduzir o preço ao cliente para conquistar maior parcela do mercado.
 
Uma indústria de automóvel, por exemplo, tem em seus custos a matéria-prima, mas certamente o peso da mão de obra (empregados) é significativo, então a vigilância constante por novas técnicas é imprescindível.
 
Nos mais de 200 artigos que já publiquei, bem como nos dois livros de minha autoria -  “Honorários Contábeis” e “Como Ganhar Dinheiro na Prestação de Serviços” - detalhei de forma simples, mas completa, os procedimentos para calcular os custos dos serviços e o preço sugerido para obtenção do lucro. Vou tentar resumi-los em poucas palavras, tendo como referência empresas puramente prestadoras de serviços.
 
Inicie com a apuração dos custos dos seus colaboradores (salário, outros benefícios, encargos sociais e trabalhistas), some com os custos fixos (aluguel, condomínio, energia elétrica, telefone, material de expediente e manutenção, softwares, despesas com veículos, depreciação etc.) e divida pela quantidade de horas disponíveis para a venda (número de funcionários que prestam serviços multiplicado pelo número de horas média – varia de empresa para empresa, mas pode ficar entre 140 e 170 horas por mês para cada colaborador). O resultado é o custo da hora vendida.
 
Para chegar ao preço de venda sugerido é necessário acrescentar as despesas de comercialização e o lucro. Então encontre os percentuais com impostos sobre as vendas, comissão etc. Adotaremos 12% e mais 15% de lucro líquido. Para encontrar o mark-up deduza este somatório de 100% (100% - 12% – 15% = 73% ou 0,73). Portanto o mark-up divisor é 0,73 ou, se preferir, adote o mark-up multiplicador (1/0,73 = 1,3699), que é mais amigável para fazer contas.
 
Para exemplificar considere os seguintes números:

  • A - 10.000,00 Despesas fixas
  • B - 15.000,00 Salários e demais custos da folha de pagamento
  • C - 5 funcionários que trabalham 44 horas semanais
  • D - Cada colaborador vende 150 horas por mês
  • E - 12% Impostos sobre vendas e comissão
  • F - 15% Lucro líquido desejado
  • G = 50 horas para executar o serviço
 
Custo da Hora Vendida = (A + B) / (C x D)
Custo da Hora Vendida = (10.000,00 + 15.000,00) / (5 x 150) = 33,33
 
Preço = Custo da Hora Vendida  x (1/(1 – (E + F))) x G
Preço = 33,33 x (1/(1 – (12% + 15%) x 50
Preço = 33,33 x 1,3699 x 50 = R$ 2.283,10
 
Este é o método para calcular o PREÇO SUGERIDO DE VENDA, o que não garante que o cliente esteja disposto a pagá-lo, pois levará em consideração as condições propostas pelo mercado. Portanto, se o preço ficou alto, talvez seja o caso de rever os custos envolvidos, o lucro atribuído ou outros ingredientes que instiguem o cliente a perceber maior valor no seu produto ou serviço.

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