Different prices for different dealers: how to build price columns and not get confused
A large dealer has one price, a new one another, and a third one per share group. We understand how to arrange price columns, what to count a discount and how not to drown in a dozen prices.
Published:
Updated:
A wholesale supplier rarely has one price. A dealer with a turnover of a million gets some conditions, a store near the house - others, and a new buyer shows retail. The question is not whether to give different prices, but how to make it manageable: so that the manager does not count the discount manually, and the buyer sees his price himself.
Price columns
The most common scheme is several columns in the price:
- Retail The price for all who came without conditions.
- Small wholesaler - from a small batch.
- Large wholesale. - from the box, pallets or order amount.
- dealership For those with whom the contract is signed and there is a procurement plan.
Each buyer is assigned a column. Plus, the scheme is simple: both the manager and the buyer understand where the price comes from. The disadvantage is inflexibility: as soon as there is a “dealer, but he has a special discount on the cable”, the columns cease to be enough.
What to count: a discount from retail or a markup for the purchase
There are two ways to get a wholesale price.
Retail price discount. Retail - 1000 rubles, the dealer - minus 15%, a total of 850 rubles. It is convenient when the retail price is known to the market and you keep it uniform.
Surcharge on the purchase price. Purchase - 700 rubles, dealer - plus 20%, a total of 840 rubles. It is convenient when purchasing prices often change and it is important not to go into the red.
The danger is to mix one with the other. The markup of 25% and the discount of 20% look like “the remaining 5%”, but in fact give a sale at cost: the discount is considered from the price, not from the purchase. In detail - in the article Surcharge and margin: what is the difference and how to count one into another, and check the numbers will help Markup and margin calculator.
Except for the columns.
When columns are lacking, conditions are described by rules. The rule has three parts:
- Who? - all buyers, a group ("Dealers of the Urals") or one company.
- What? - for the entire catalog, category, selection of shares or a separate product.
- How Percentage of retail, fixed price, price of quantity.
Examples: “Dealers Group – minus 15% for everything”, “Vector LLC – cable at 82 rubles per meter from 500 meters”, “all – minus 10% for goods labeled “Sale” until the end of the month”.
So that the rules do not argue with each other, you need an order of choice. Usually the more accurate wins: the price for a particular company is more important than the price for the group, the price for the product is more important than the price for the category.
Steps by volume
The price of the quantity is a separate tool: 1-9 pieces for 100 rubles, from 10 to 95, from 100 to 90. Steps work better than the discount "for the volume at the end of the month": the buyer sees the benefit at the time of the order and himself gets to the next stage.
The boundaries of the steps should be tied to the package: if there are 12 pieces in the box, the step "from 10" will make the box open. On multiplicity and minimal batch - in the article Minimum batch and multiplicity: how to set the rules for ordering in wholesale.
Where wrong.
Price for every customer. Ten Excel files diverge after a week: the price changed in one, forgotten in another.
Discount "in words." The manager promised, there is no price in the price, another employee considers the price at the next order - and believes otherwise.
No deadline. The price you forgot to cancel becomes constant.
The discount is below cost. Especially when there are two: column and stock.
How to do it in the office of the supplier
In Kup2B, the product has one retail price, and the terms are set by the rules for the group or company; the buyer sees only his price in the catalog. How it works is on the page [[solution:raznye-ceny-dlya-raznyh-klientov|]].
Frequent questions
Is it legal to sell one product at different prices?
Yeah. The parties are free in the contract, and the price is its condition (Articles 421 and 424 of the Civil Code). There are restrictions for companies with a dominant position in the market: the law on competition protection prohibits them from setting different prices for the same product economically unjustified. Therefore, it is better to tie the conditions to objective signs - volume, deferment, prepayment.
Do I need to show the dealer what discount others have?
Nope. The terms of a particular contract are the commercial information of the parties. Buyers need to see the retail price and their own.
Which is better, a discount or a separate price column?
The column is easier when the conditions are few and they are the same for the entire range. Discount rule is more convenient when the conditions depend on the category, volume or term.
How not to go in the red with a few discounts?
Decide in advance whether they are folding. The safest rule is “one, the most profitable to the buyer” and the lower limit of the price, below which the system does not fall.
