Should You Put Your Prices on Your Website? Pros and Cons
The decision to put your prices on your site is a strategic one for your business. In some ways, it can make you feel vulnerable.
Ask yourself: What does my prospective client want and need when they visit my website?
Studies have shown the consumers want to see prices of products and services. Even a price range is sufficient. But many business owners have reasons why they prefer to not include pricing.
How can you decide which way to go?
Here are some pros and cons to consider:
Nine Reasons to Put Your Fees and Prices on Your Site
- Trust. Many customers will not do business with a company that is not forthcoming about pricing and fees. They simply won’t waste their time talking with a sales representative, only to find out that the price is too high (or too low, which may feel cheap or low quality to them).
- Price Range. Customers want to know what they’re going to pay for your service or product, or at least have a ballpark figure.
- Unaffordability Beliefs. Some customers believe, perhaps incorrectly, that if the price is not shown, then it “must be too high.” They reason that if they aren’t shown the price, they probably can’t afford it.
- Efficiency. People who can’t afford your services or products will not request a prospect sales conversation. Hear me out: do you want to spend time convincing people on the phone that they can afford you, when they really think they can’t, or don’t see the value you are offering? It’s hard to have sales calls with people who have unrealistic expectations because they don’t know the fees. Trying to convince them is a hard-sell tactic that I choose to avoid.
- Branding. Pricing is a strategic marketing decision and helps to set your brand apart from others. Are you the low-cost leader? Are you the expert who people pay more for because you’re worth it? Your fees tell the prospective customer where you place yourself among the others in the industry and which target market you want to serve. There is no right or wrong pricing brand strategy. The key is that you’ve developed it consciously through your marketing plan.
- Discounting. For products and classes, there’s typically no negotiation in pricing: either they purchase it or they don’t. You can always create a separate page with special pricing for existing customers or special groups, or offer coupon codes that give discounts, if you want a tiered pricing approach to products and classes. Or indicate that you have installment payment plans, if that helps your customer with a buying decision on a high-ticket item. If you offer special pricing for nonprofits, put your regular fees on your website, and add a sentence that indicates nonprofit pricing is available.
- Budgeting. If people feel like they can’t afford you, but want to work with you, they now have a price-point from which they can start savings towards working with you. I have had a number of clients who tell me that they saved for three months in order to work with me.
- Honoring. Your customers are busy and time-constrained. They need information at the moment when they have time to do their research. Don’t make them jump through hoops or waste their precious time. Try to be helpful in getting them all the information they need, not just in your pricing, but in the valuable benefits you offer.
- Information Gathering. People who are looking for a price range so they can get some budgeting ideas may be a perfect client for you. One of the important stages your customers’ sales timeline is the Information Gathering phase when they are researching possible solutions. Get to know your prospective customer’s process for making buying decisions and plan your marketing accordingly. This is especially true when marketing to women: they do a lot of research before they buy.
Ten Reasons Not to Put Your Fees and Prices on Your Site
- Customized Services or Product. Sometimes you can’t list your prices, because each customer gets a customized quote based on what they need from you, like a home builder or a website designer. But you can offer packages on your website, with a note that says, “Fees start at…” for each package. Or show them examples of your work and indicate what each of those project fees were.
- Competition. You’re afraid your competition will find out how much you charge. I have bad news for you: your competition already knows what you charge. It’s easy for them to have a friend pose as a prospective customer and get your entire price list. Or your customers tell others what they paid. You are going to have a tough time keeping your pricing private, especially in the internet age.
- Value and Selling Strategy. You feel that they need to talk with you first, so that you can show them how valuable your service is, before quoting them a price. That is the job of your website and your other marketing techniques. If your website is written well or your webinar is designed properly, it will easily show someone whether you can solve their problem — and that the price they’ll pay is worth it. Then, when a prospective customer finally does contact you, they’ve already been pre-sold by your marketing and you don’t have to struggle to convince them of anything. I figure if a sales rep needs to speak with me, it’s because they think the product or service “needs explaining,” or that they need to “handle my objections.” Neither is a good excuse to waste my time on something that doesn’t need explaining or should have been explained thoroughly on the website or webinar. Need help with your copywriting? Read my blog post on 6 Copywriting Steps for Non-Copywriters.
- Rapport. Your service is based on your personality and your rapport with your customers. Therefore, they need to speak with you in order to get the connection and see if it’s a good fit. I agree with this 100%. But if it’s a perfect fit, and they can’t afford you, how does that benefit either of you? Why not put some videos on your website or offer some free webinar or workshops, so they get a chance to experience you before the prospect call is scheduled.
- Price Fixing. You (or your industry) is concerned about price-fixing. By definition, price-fixing is a conscious agreement among businesses to keep the price of something unnaturally high or low, instead of letting free-market forces determine what each customer pays. Putting your own prices on your own website is not a conscious agreement with other businesses, it’s not a conspiracy, and therefore is not price-fixing. If you’re really concerned that you’ll be accused of price-fixing, consult your business attorney.
- Mimics. You are concerned that competitors who are less qualified than you will increase their prices to mimic yours but offer poor service. Let them. You cannot be responsible for what your competitor does. If they charge too much and offer a shoddy product or service, they’ll be out of business soon enough anyway.
- Uniqueness. You feel that your service or product is not unique, but is exactly the same as what your competitor offers. This is called a commodity. But a commodity implies that what the customer is purchasing is the exact same thing, regardless of the vendor (like milk, flour, or gasoline). By being clear on what makes you unique, different, or better than your competitor, you avoid being seen as a commodity. This is called your Unique Selling Proposition. If you don’t have one, get one.
- Ongoing Marketing. You’re concerned that you’ll lose a way to connect with a prospect if they see your prices but don’t reach out to you. This is where having an free offer on your website can help you gather a list of people who may be interested in your product or service. Think: email newsletter, webinar, or whitepaper. However, you need to handle these people differently than you would a bona fide prospect because most people who sign up for free things are in the Information Gathering stage of the sales cycle. Prospective customers are in the Decision Making phase of the buying cycle. Establish your sales and marketing strategy and funnel, and reach out to people based on where they are along the sales path. Here are the buying cycle stages.
- Price Shopping and Tire Kickers. If they’re shopping on price alone, they’re probably not your ideal client unless you are Wal-Mart. People who shop only based on price will leave you when they find someone cheaper. So, if you put your prices on your website, you get them to exit before they waste your time. If a prospective customer is truly only shopping on price, then it wouldn’t matter if you tell them the price on your website, or on a sales call.
- Not Knowing Your Worth. It’s true. Many small business owners feel uncomfortable setting their prices because they don’t truly know their value. Here are some tips in setting your service fees.
What To Do?
Whether you put your prices on your site or not is a personal business decision. It depends on your business and marketing strategy. Just make sure you make your decision based on what’s helpful to your customer and right for your marketing plan, not based on your fears about what “might” happen.
If you don’t put your prices on your site, it may be helpful to explain to people why you didn’t include them, and explain what the next step is in the process. Prospective customers will want to understand why they need to speak with you first.
People often ask me, “Don’t you think you’ll lose prospective clients that way?” My answer is: I get 10 phone calls a week from people who want small business coaching/consulting from me. I’m not losing ideal client prospects by putting my fees on my website. But when my consulting business is full, and I’m referring prospective clients to my trusted colleagues, having my prices on my site implies that my colleagues will honor those prices (which they won’t). So during those times, I take the prices off my site so that my colleagues can set their own prices.
So…should you put your pricing on your website or not?
The best thing you can do it test it. Put your prices on your site for two-to-four weeks, and compare the results. If you get more inquiries, more sales, easier conversions, then you know your audience found it helpful.
You’ll never know if something works or not until you try it.
Do you put your prices on your site? Why or why not? When visiting other sites, do you want to find pricing there?
Remember the childhood game, Pin The Tail on the Donkey? You would be blindfolded, spun around three times, and a paper donkey tail would be put in your hand. Your job was to “find the donkey” and attach the tail to it, without raising the blindfold. Lots of fun!
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