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Three high costs of not discussing pricing online

March 29, 2013

One of the most expensive questions that companies don’t answer is one of pricing.  I often hear the following quotes:

  • “I just want my prospects to call me before I give a price”
  • “My pricing is too complicated to quote a price to casual inquires”
  • “I don’t want my competition to know what my pricing is”

All relevant concerns when it comes to pricing your services - particularly in a service based business.

And I’m still going to strongly suggest that you address pricing on your website: 

Why?

Three key reasons.

1)    Addressing price is NOT the same as giving a price.  Addressing pricing is a discussion of ranges that services tend to cost. This gives the consumer the information that they are looking for, early in the buying process. And this KEEPS your business in the running for that business when they are ready to move from the marketing processes into the sales process.  A famous example of this done well is River Pools and Spas.

2)    Google gives lots of love if you address price.  If you flat out stated your pricing, you give less content; essentially giving fewer (if any) reasons for why the price is why it is.  You are also pre-emptively letting pre-sales ready prospects understand what goes into the pricing.  In most service industries, most prospects are not professional buyers who know the questions to ask, considerations they should have, and understand the value of often-inexpensive to them (at least, when they have the checkbook out anyway), high margin additions to you items and adjacent services.

3)    For Most people, most of the time price is only a secondary concern.   We do buy on value, we do buy on trust.  It is only when we cannot differentiate between similar or seemingly-identical offers that we default to price.

If you are worried about your competition consistently beating your price and winning business when your prices are in the same ballpark, you ought to consider engaging Leading Results to talk about your strategic positioning.  We’ve helped clients routinely win business with quotes that price out higher than their competition.

If you establish the value of your differentiation, the extra margin is all at your bottom line.

Amy Ebeling
Written by Amy Ebeling

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