Menaikkan harga, mengurangi fasilitas atau memberi diskon?

By | July 9, 2018

sore pemuda nusantara, senang sekali saya bisa berbagi di sela-sela kesibukan sore ini. Di sebuah kesempatan mengantar anak-anak latihan berenang saya terkejut saat akan membayar tiket berenang, kejadiannya begini.. beberapa waktu lalu saya membayar Rp.25.000,- per anak dengan mendapat fasilitas seperti kolam renang, makanan mie atau bisa diganti dengan minuman, kamar mandi, dan terakhir mendapat handuk (towel). Nah, tadi saat akan membayar saya pastikan lagi ke mbak resepsionis (penerima tamu) tempat saya biasa membayar tiket “mbak, tiketnya bisa ditukar dengan mie atau minuman kan?” tanya saya pelan. “enggak pak, sekarang dapat towel saja.. handuk maksud saya ..” jawab si mbak dengan lembut dan disertai senyum kecil.

apa?! kata saya dalam hati.. di tengah situasi seperti ini (tamu sepi, ekonomi lesu dan daya beli berkurang) tempat ini malah mengurangi fasilitas yang diberikan, enggak takut tamu sepi apa?. Memang belakangan ini banyak dan hampir semua teman-teman yang berprofesi sebagai pengusaha mengatakan order menurun, tamu sepi, penjualan berkurang dan bahkan ada yang menutup salah satu usaha nya. Sahabat yang bekerja sebagai pimpinan maupun setara manajer juga mengeluhkan hal yang sama. Kemudian saya bandingkan dengan industri tempat saya bekerja juga sama, omset menurun dari tahun-tahun sebelumnya. “bengkel selalu ramai lah, kan orang mau-gak mau harus servis motornya” kata salah seorang sahabat. “spare part motor kan harus ganti, gak bisa diakal-akali lagi, pasti ke bengkel lah” kata sahabat yang lain. Bener juga kata sahabat-sahabat saya yang baik hati itu.. tapi kenyataanya omset menurun, dan bahkan terasa sekali penurunannya. Ada apa ini? apa yang harus saya lakukan? Jika pertanyaan Anda dan saya sama, mari kita bahas sama-sama. Pertanyaan pertama, “ada apa ini?” ini memerlukan riset yang biasanya biaya nya tidak murah, bagi perusahaan konglomerasi hal ini (riset) tentunya biasa dilakukan mengingat jumlah uang tunai yang dimiliki dan besarnya laba yang didapat. Tapi bagi UMKM seperti saya, riset mendalam itu adalah biaya yang sangat besar, malahan bisa-bisa biaya nya setengah dari omset. Tren penjualan dari dua tahun lalu tetap dikisaran angka yang sama, itu padahal sudah dicoba dengan berbagai program diskon dan subsidi. Awalnya saya mengira menurunnya penjualan dikarenakan kemampuan pembeli untuk membeli menjadi menurun, atau pelanggan sedang menahan uang tunai yang dimiliki di masa yang sangat tidak pasti ini, takutnya ada keperluan mendadak. Setelah saya coba dengan diskon yang paling fenomenal sepanjang karir usaha, dan diikuti dengan industri tempat kami berusaha.. ternyata omset segitu-segitu saja. Diskon besar segitu, tanpa diskon juga segitu. Di satu sisi sebagai perusahaan tentunya kita harus untung, nah bila dengan diskon omset masih tidak berubah signifikan lalu buat apa kita buang-buang keuntungan? Bisa jadi ini pertimbangan pihak pengelola kolam renang, sedikit atau banyaknya fasilitas toh pengunjung kolam segitu-segitu aja. Jadi alih-alih membuang uang yang hasilnya tidak signifikan lebih baik menambah potensi pendapatan, sekali toh dimasa seperti ini pelanggan segitu-segitu saja.

baca juga : pengembangan diri, perencanaan keuangan

Pernah juga dalam satu bulan saya tidak memberikan diskon, ternyata setelah saya melihat laporan memang terjadi,.. omset segitu-segitu aja. Malah biaya meningkat sebab karyawan menuntut kenaikan gaji. Jadi daripada membuang keuntungan, saya berencana dalam waktu dekat ini mengurangi diskon dan subsidi sehingga keuntungan maksimal, dan bila memungkinkan menaikkan harga jasa..

sekali lagi toh dimasa seperti ini diskon dan subsidi tidak terlalu berpengaruh bagi konsumen. Omset segitu-segitu saja malahan biaya meningkat.

Jadi pilihan ada di anda pengusaha muda nusantara, Menaikkan harga, mengurangi fasilitas atau memberi diskon?

jaya nusantara!

#marketing #pemasaran #strategiharga

Jika anda merasa cocok dengan tulisan ini tolong di bagikan agar lebih banyak orang yang mendapatkan pesan dari blog sederhana ini, mungkin saja tidak berguna bagi anda namun bisa saja berguna bagi orang lain.


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