Rumus Menangkan Persaingan Bisnis | Dr. Indrawan Nugroho

Summary

In this insightful presentation, the speaker discusses why some products succeed over others, despite having inferior quality. Introducing a sales formula—Sales (S) = Value (V) - Price (P) × Communication (C)—the speaker emphasizes the importance of perceived value and effective marketing communication. By enhancing both functional and emotional value, businesses can attract customers even at higher price points. Using examples like Starbucks, the talk illustrates how emotional branding can elevate product appeal. The speaker encourages viewers to maximize their product's value and communication strategies to improve sales outcomes and invites them to subscribe for more valuable insights.

Takeaways

• 😀 Understanding why some products sell better than others is crucial for business success.
• 📈 The sales formula presented is S = V - P(C), where S is sales value, V is perceived value, P is price, and C is communication.
• 💰 To attract customers, ensure the perceived value (V) is greater than the price (P) of your product.
• 📊 Effective communication (C) can significantly influence customer decisions, often outweighing lower product value.
• 🛠️ There are two types of value: functional value (tangible benefits) and emotional value (intangible connections).
• ☕ Example: Starbucks successfully sells coffee at a premium price by leveraging emotional branding despite using the same beans as local shops.
• 🍏 Apple combines superior functionality with strong emotional branding, creating a distinct customer identity.
• 🎯 Focus on enhancing both functional and emotional value to improve perceived product appeal.
• 💡 Communicate the unique value of your product effectively to potential customers to drive sales.
• 🔔 Subscribing to resources like this can provide ongoing insights into improving business innovation and strategy.

Q & A

What is the primary formula for sales success mentioned in the script?

The formula for sales success presented in the script is S = V > P(C), where S is sales success, V is the perceived value, P is the price, and C is the effectiveness of communication.

How does perceived value (V) affect customer purchasing decisions?

Perceived value affects customer purchasing decisions by determining how much benefit customers believe they receive from a product relative to its price. A higher perceived value can make a product more attractive, leading to increased sales.

What role does communication (C) play in the sales formula?

Communication plays a critical role in the sales formula as it involves how effectively a business conveys the value of its products to customers. Strong communication can enhance perceived value and influence purchasing decisions.

What are the two types of value discussed in the script?

The two types of value discussed are functional value, which relates to tangible benefits of the product, and emotional value, which pertains to the feelings or status associated with the product.

Why might customers choose a competitor's product over a superior one?

Customers may choose a competitor's product over a superior one if the competitor effectively communicates their product's value or if the emotional appeal and branding resonate more strongly with the customer.

How does the example of Starbucks illustrate the concept of perceived value?

The Starbucks example illustrates perceived value by showing that customers are willing to pay more for coffee due to the brand's effective emotional marketing and premium positioning, despite similar functional quality to cheaper alternatives.

What should a business focus on to enhance its perceived value?

A business should focus on maximizing the perceived value by improving product features, delivering exceptional service, and crafting strong emotional connections through branding and storytelling.

What can be the consequence of lowering prices to increase sales?

Lowering prices to increase sales can undermine a business's profitability and may not lead to sustainable success, as it can diminish perceived value and brand image.

How can businesses effectively communicate their product's value?

Businesses can effectively communicate their product's value through clear messaging, compelling marketing strategies, storytelling, and by highlighting both functional and emotional benefits.

What is the overall message of the video regarding competing in the market?

The overall message of the video is that to compete successfully in the market, businesses should not solely rely on price competition; instead, they should focus on enhancing perceived value and communicating it effectively to customers.