{"id":1061,"date":"2026-08-10T17:37:30","date_gmt":"2026-08-10T15:37:30","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/cada-descompte-que-fas-es-una-frase-que-la-teva-marca-no-sabia-com-dir-el-cost-invisible-de-comunicar-se-per-sota-del-que-vals\/"},"modified":"2026-09-18T19:51:24","modified_gmt":"2026-09-18T17:51:24","slug":"cada-descompte-que-fas-es-una-frase-que-la-teva-marca-no-sabia-com-dir-el-cost-invisible-de-comunicar-se-per-sota-del-que-vals","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/uncategorized-ca\/cada-descompte-que-fas-es-una-frase-que-la-teva-marca-no-sabia-com-dir-el-cost-invisible-de-comunicar-se-per-sota-del-que-vals\/","title":{"rendered":"Cada descompte que fas \u00e9s una frase que la teva marca no sabia com dir. El cost invisible de comunicar-se per sota del que vals."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">Taller de Marca DLAB  <\/p>\n\n<h2 id=\"h-una-reflexion-sobre-por-que-la-presion-de-precio-no-es-un-problema-de-precios-y-que-tiene-que-ver-con-la-forma-en-que-una-empresa-se-cuenta\" class=\"wp-block-heading\" style=\"font-size:16px\">Una reflexi\u00f3 sobre per qu\u00e8 la pressi\u00f3 de preus no \u00e9s un problema de preu i qu\u00e8 t\u00e9 a veure amb la manera com es compta una empresa.<\/h2>\n\n<p class=\"wp-block-paragraph\">Hi ha una conversa que apareix en gaireb\u00e9 tots els diagn\u00f2stics que fem. El client \u2013 gerent o propietari d'una pime industrial \u2013 explica com el mercat es torna cada cop m\u00e9s ajustat en preus. Com s'estan reduint els marges. Com els clients es comparen, demanen descomptes, amenacen d'anar a un competidor m\u00e9s barat.   <\/p>\n\n<p class=\"wp-block-paragraph\">I en algun moment d'aquesta conversa, normalment apareix la frase: \"Per\u00f2 fem les coses b\u00e9. Som millors.\"<\/p>\n\n<p class=\"wp-block-paragraph\">Tots ho diem. La difer\u00e8ncia est\u00e0 en si el mercat ho sap \u2013 i si ho sap, si s'ho creu. <\/p>\n\n<p class=\"wp-block-paragraph\">Perqu\u00e8 la pressi\u00f3 de preu, en la majoria dels casos que veiem, no \u00e9s un problema de preu. \u00c9s un problema de percepci\u00f3. I la percepci\u00f3 no dep\u00e8n nom\u00e9s del que facis: dep\u00e8n de com ho expliquis, de com ho transmetis clarament i de com es percep de manera consistent en cada punt de contacte amb el teu client.  <\/p>\n\n<p class=\"wp-block-paragraph\">Quan una empresa no ha treballat en la seva marca, passa alguna cosa previsible: el client no t\u00e9 prou elements per valorar-la d'una altra manera que no sigui el preu. No perqu\u00e8 sigui maldestre. Sin\u00f3 perqu\u00e8 ning\u00fa li ha donat els arguments. Ning\u00fa li ha explicat, amb precisi\u00f3 i convicci\u00f3, qu\u00e8 fa diferent aquella empresa. I quan t\u00e9 dubtes, el cervell hum\u00e0 busca el criteri m\u00e9s senzill disponible: el nombre.    <\/p>\n\n<p class=\"wp-block-paragraph\">Descomptar, en aquest context, no \u00e9s una t\u00e0ctica comercial. \u00c9s el s\u00edmptoma d'alguna cosa que no s'ha resolt abans: la difer\u00e8ncia entre el que l'empresa \u00e9s capa\u00e7 de fer i el que el client percep que pot oferir-li. <\/p>\n\n<p class=\"wp-block-paragraph\">I aqu\u00ed est\u00e0 el fet que rarament s'inclou al balan\u00e7: cada descompte t\u00e9 un cost directe, que apareix al marge, i un cost invisible, que no apareix en cap informe. El cost invisible \u00e9s el senyal que aquest descompte envia al mercat: que el preu era negociable, que el valor no era tan s\u00f2lid, que la propera vegada tamb\u00e9 val la pena provar-ho. <\/p>\n\n<p class=\"wp-block-paragraph\">Treballar en la marca d'una empresa no \u00e9s posar una foto bonica a la xarxa. \u00c9s construir les condicions perqu\u00e8 el preu mai sigui l'\u00fanic argument. Ordenar qu\u00e8 es fa, com es fa i per qu\u00e8 importa. Fer-ho visible, verificable i coherent all\u00e0 on el client et trobi.   <\/p>\n\n<p class=\"wp-block-paragraph\">Aix\u00f2 no elimina la compet\u00e8ncia de preus. Per\u00f2 canvia la conversa. I quan la conversa canvia, el marge canvia.  <\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Si dem\u00e0 un client et digu\u00e9s que et canviar\u00e0 per alg\u00fa m\u00e9s barat, qu\u00e8 li diries?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Tens aquesta resposta clara, i \u00e9s algun lloc on potser l'ha trobat abans?<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Taller de Marca DLAB Una reflexi\u00f3 sobre per qu\u00e8 la pressi\u00f3 de preus no \u00e9s un problema de preu i qu\u00e8 t\u00e9 a veure amb la manera com es compta una empresa. Hi ha una conversa que apareix en gaireb\u00e9 tots els diagn\u00f2stics que fem. El client \u2013 gerent o propietari d&#8217;una pime industrial \u2013 [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":["post-1061","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cada descompte que fas \u00e9s una frase que la teva marca no sabia com dir. El cost invisible de comunicar-se per sota del que vals.<\/title>\n<meta name=\"description\" content=\"Hi ha una pregunta que t&#039;hauries de fer abans de continuar llegint. Quant val un litre d&#039;aigua?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dlab.barcelona\/ca\/uncategorized-ca\/cada-descompte-que-fas-es-una-frase-que-la-teva-marca-no-sabia-com-dir-el-cost-invisible-de-comunicar-se-per-sota-del-que-vals\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cada descompte que fas \u00e9s una frase que la teva marca no sabia com dir. El cost invisible de comunicar-se per sota del que vals.\" \/>\n<meta property=\"og:description\" content=\"Taller de Marca DLAB Una reflexi\u00f3 sobre per qu\u00e8 la pressi\u00f3 de preus no \u00e9s un problema de preu i qu\u00e8 t\u00e9 a veure amb la manera com es compta una empresa. Hi . Revelamos el valor real de lo que has construido. 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