One of the most frequently asked questions in the strategy phase that precedes the actual creation of the sites is "but should I put the prices on the site or not?"
It is a more than legitimate question to which I want to dedicate this article to give a complete answer.
Why put prices on the website?
The first step is to put yourself in the customer's shoes. Think about how you react when you want to buy a service or course and can't find the price. This is even more true for products.
Maybe read the page 10 times looking for the cost you may have missed. Or look for a button that opens the pricing page by looking a thousand times at the sales page of the service or even in the menu, but nothing. No information about the cost, except the usual phrase "contact us for information" or even "write me for a quote".
I bet you think about it a little before you actually write. Meanwhile, what do you think is happening? Come back to Google and look for a person who offers the same service (or a very similar one) also indicating the price. Isn't that so?
Your prospect behaves in exactly the same way.
Here's what triggers in our mind when we don't find the price of that service, course or worse yet, product:
• We seem to waste time : after 10 minutes of reading the same page looking for information that is not there, we understand that we have only wasted time and we also feel a little teased.
• We are wary of the person offering the service : why hasn't he entered the price? In reality she / he doesn't even know how much it costs and does the price based on how the flag flies?
• We feel embarrassed : talking about money is still considered taboo. They are dirty and mean, they don't ask and can't talk about them. If you ask for the cost it means that you cannot afford it and you pass by the poor woman on duty. These cultural limitations lead to embarrassment in asking the price of what we want to buy, so it is more difficult for a person to contact you just to ask how much it costs.
Have you happened to have these negative feelings too? Maybe I also forgot to report some other kind of annoying feeling. In this case you can write me in the comments what you feel when you are looking for a service, but you can't find the price.
The customer wants to know the price. Of course, it is essential to match the cost with the resulting value. People want to understand how the service / product / course will improve their life and if it will be able to respond to their needs. But they also want to know the price!
So starting a pricing conversation with your prospect, already on your website is always a great idea.
What are the most common excuses for not putting prices on the site
1. I cannot define a price because my service is
highly customizable
Many services are customizable, first of all the creation of a site, the creation of a logo, etc ... In this case it is however more correct to enter at least a starting price or a cost range. It is also useful for the customer to specify which aspects affect the price and to what extent.
2. I can't enter prices because competitors copy
One of the most frequent excuses for not putting prices on the website is the paranoia of being copied by the competition which, in this case, can play to the downside by taking away the customer. If this is his fear, it will make you think that your competitor finds this information in other ways. You need to focus on the fact that the cost of your service, course or product should not be based on competitor prices. Of course, an eye to the evaluated market, but to define the cost of what you offer there are many parameters to be evaluated that change according to the professional, the characteristics of the service offered, the skills, the time invested, possible use of specific software, etc ...
3. I can't put prices on the site because customers
get scared and run away
We have already seen that in reality, among the information the customer is looking for there is also the return. If you are an honest professional and you explain the quality of what you offer, why should the customer escape? by displaying your prices you show that you have nothing to hide.
What are the benefits for the customer?
• Setting up a price conversation already on the website allows the customer not to waste time finding the information they are looking for immediately. He can evaluate if the investment at that moment is sustainable for her / him or if he has to start saving in order to invest in your service.
• Finding the prices on the site immediately relieves the potential customer from the embarrassment of contacting you only to find out the expense he will have to face.
• He will feel heard and understood in his needs.
What are the benefits for you?
• You save a lot of time because you avoid requests for quotes from people who are not in target and who may be expecting another price range. You avoid making many quotes by closing only a few contracts. By displaying his prices on the site, the customer will at least know the starting cost and can decide to talk to you now or wait. This determines that the moment he contacts you, he will be ready to work with you.
• You prevent the customer from contacting you for fear that collaborating with you has a price that is not within his reach. not finding the cost of your services, the customer may think that they have such a high price not to be exposed. A bit like it happens with high fashion items that are not affordable for everyone and often do not have the indicated price.
• Show your honesty, transparency, professionalism . If you have thought carefully and defined your services well, it will be very easy to define at least the starting cost, and focus on the aspects that could raise the price. By displaying the price, therefore, the customer will understand that you are an honest professional with clear ideas.
Obviously, in addition to showing the cost of your services or products, it is also necessary to make the potential customer understand what they get by buying from you. I therefore recommend that you highlight the advantages of working with you and what questions your service answers. This will make it easier for the client to understand the value of your work beyond the price.
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