Prices on your website
For years now, the dual edge sword of putting prices on your website has been questioned. Vendors all around struggle with do I put my prices on the website or do I leave them off. There are definitely 2 sides to this, and which way you decide to go will make a difference. That difference needs to have a much more completed strategy, including proper website conversion, proper follow up techniques and more. To not get stuck in the middle of “should I” or “shouldn’t I”, you need to look at each angle so you can choose what fits you and your business best. Let’s talk about the 2 sides of this issue and then I’ll throw in my advice.
Side #1- Put your pricing on your website.
When you put your pricing on the website, you run into a few issues. Issue #1- You are commoditizing yourself. Brides know green dollar bills. They do not understand the depth of experience, the nuance of quality and more. When you put price on your site, you are simply stating one dynamic of your business- the “how much” dynamic. The problem with stating your prices to Brides at this stage is they are too fresh and using only this dynamic to measure your business which is a false measurement. #2 Issue – There will always be someone cheaper. Assuming that the bride is using only price as a comparison (not fair- I know) , you will most times lose. Prices only tell one side of the story and that side is not the story that matters to Brides. I have also seen where most times, Brides will gravitate to the lower end of the price scale. If a vendor puts a range of pricing, the focus becomes on the entry point rather than the high end price. Imagine you are that Bride and you see prices ranging from $700, $900, maybe $1200. She will enter the buying process with this subconscious idea that the price should be around $1000. When she goes to the various vendors and figures out that the price she will pay for what she specifically wants is more around $2000, she feels shock, dismay and confusion. She will shut down and not make a decision.
Side #2- Don’t put your prices on the website.
When you don’t put your prices on your website, there are two potential issues there. Issue #1 – The Bride passes by you (or even worse- gets mad) because that is the only thing she is looking for. Here is a rule for sales: Until she gives you some money/signs a contract/both, she is a prospect. Sometimes prospects will take shots at people to make them feel bad because it gives them a sense of power/being. Don’t let her need for price override what you know to be right and good for your business. Issue #2- You will get the brides who don’t have any budget wasting your time. You’ve had Brides who call you up and even meet with you to the point to where you know they are wasting your time. In rare cases, though, having prices on the web will help you avoid this (there is no guarantee that the Brides will see your prices either way). I think I have a rather simple solution which meets both sides in the middle.
Put price ranges with enough information, but not too much on your site. Simply said, you almost want to disregard the issue with this, without going too far- you need to give her enough information without letting her think she has enough to make a decision. For the Special Report on how to range your prices, Please Email me : email@example.com
Until Next week, Here’s to your Success!
Prices on your website