Steps towards a unified pricing policy
You face a difficult task - to organize uniform prices for your products on the Internet market. Perhaps, some actions to solve it have already been taken, but the result leaves much to be desired. By accessing the pages of stores, you still find prices much lower than recommended.
How to organize the work in order to achieve the goal and fully manage the processes in the Internet market? Consider the basic steps towards organizing your pricing policy.
STEP 1. Regular automatic monitoring of prices for your products.
To organize a single price, you first need to put them on regular tracking. The best way to do this is to automatically monitor the pages of online stores. It is an automatic solution that will become the most systemic, since manual collection of prices or viewing them on price aggregators does not give an opportunity to fully control the situation on the market. You can learn more about this from the article. Automatic vs manual monitoring - battle with unequal forces.
STEP 2. Automatic distribution of email notifications of violations
Having recorded the dumping of your recommended prices during the monitoring process, notify the store about it. A brief concise letter with a list of violations sent to Email immediately after detecting inconsistencies will give the seller an opportunity to get acquainted with your requirements and quickly respond to them. In the case of ignoring letters or sending them to spam, you should use more cardinal methods.
STEP 3. System calls to those who do not respond to email notifications
In the absence of reaction to letters, direct contact with violators will be advisable. An acceptable option is considered to be negotiations with representatives of companies over the telephone. Of course, it is important to remember that to fully control the market, due to the fierce competition, a one-time discussion of conditions may not give the desired result. It is extremely important that telephone calls be systematic and fueled by clear requirements from the supplier. It can be performed by the company's internal managers. But a more profitable and professional option would rather be the transfer of the task of controlling the market completely to outsourcing.
One of the companies that provide a complete set for the organization of a single pricing policy is Z-PRICE. For the effectiveness of the work, Call Center managers are tied to the data of the automatic monitoring system and the auto-distribution service of notifications. In the event that the store does not respond to violations sent by Email, Call managers immediately see this at the program level and receive a command to call the violators for the purpose of negotiations or warnings. The frequency, schedule, call conditions are discussed in detail with the supplier, which gives him all the rights to fully manage the process. The conversation history is saved in a convenient software interface of the online service, and each of them can be heard or viewed on the chart at any time.
STEP 4. Discontinuing supplies to violating companies.
When violators are not affected by direct methods of negotiation, it is necessary to put in motion “heavy artillery” - to make a decision to stop the supply of your products. Although intermediaries are not legally bound to comply with the RRC, you, as a manufacturer or supplier, have the right to control who and how will sell your goods. The official letter drawn up by lawyers about the termination of cooperation due to a prolonged violation of the pricing policy, after dispatch, will not take long. Receiving such a notice is likely to cause disturbing stores to violate and force all prices to be correlated with the RRC.
STEP 5. Extreme measure - legal proceedings with violators
According to statistics, more than 95% of online stores manage to come to a common denominator using the above methods. But still, there is a small part of those who, despite any warnings, stand their ground. Usually in this series fall small dubious sellers. In cases of combating them, a measure of last resort is to transfer the matter to the legal level. Experienced lawyers will help you find legal evidence of violations and file a lawsuit in court, for example, on the basis of intellectual property law or violation of trademark rights. So, if a small company resells your goods without accompanying standard services (warranty, customer support), then this seller may well not respect the rights to the trademark.
The main thing is a systemic expert approach in solving the issue!
We have sorted out that there are a number of methods in the way of fighting dumping and organizing a uniform pricing policy for your brand. But their effectiveness mainly depends on who will carry out this task and how. There are the following options:
So, having defined clear goals, it remains to weigh the pros and cons and choose the most convenient, profitable and effective methods of control for you. Successes to you and fruitful work!