Should you talk about pricing on your website?
In this blog I will explore the big question people do not like to talk about online - Pricing!
Does this one make you shudder? For some it will others not at all. I think a better question for this blog is why wouldn't you address pricing on your website?
Let think about it for a minute, maybe there is the very rare occasion that not listing your pricing is a good idea? I cannot think of any right now and will update this blog if that changes. So I am not going to be so bold as to say you should always address it but I will go as far as to say in more than most cases you should address it.
So lets look at the main reasons people do not like list or at least addressing pricing.
1) I don't want my competitors to see my pricing! - Really? Do you know your competitors pricing? Probably, but you can be damn sure if they wanted your pricing they could get hold of it in the same way you would find theirs.
2) It might put people off? Again really? If your pricing is too high or too low for that matter they were never the right fit for you in the first place. This one plays into reason 4 very nicely in how to address it.
3) The answer is it depends! This is very often the case with lots of products and services and that is absolutely fine but here is how you handle that. Like the issue in number 2 your best bet is to at least address it. Give examples and explain how you price and then make it clear this is example pricing only and more accurate quotes would need to be provided.
By at least addressing pricing you enable your prospects to understand where you sit in the market and if you are the right provider for them. Understand that there are lower and higher ends of the market for a reason, some people want to pay the higher rates for perceived kudos and better service. Equally there are people who are looking to get the cheapest price possible.
For some people even when the price is fair or even really good value the pain of spending still exists. Where others spending does not incur any pain at all. The way you can manage these two different types of buyers is to make buying as painless and as simple as possible. Any offer that means the purchasers can delay actual payment is a simple way of increasing sales and lowering the pain. But does this do any good for your cash flow?
Where possible use exact numbers are they are trusted far more than rounded numbers. Also if you can offer a tiered offering where you have a low middle and high offering as these gives people the ability to see what they get for there money. This also make it easier to justify when there is a higher priced offering to make the middle offering look like more of a bargain.
Either way unless you or I come up with lots of situations where listing pricing is not a good idea I think you must at least address pricing.
- About the Author
- Latest Posts
Author- Speaker - Consultant. Passionate about all things digital.