Should I publish my prices on my website?
Many of my customers run small beauty or complementary health clinics. They are often asking me for advice on whether or not to publish their prices. I am in 2 minds and wondered whether some of you could share your experience.
I provide a service. I do not list my prices on my site per se. Potenial clients can either call me for prices, or email me and then I email them the price list. I actually do have a link to my price list on my site but it's not apparent. It's just a one character ding bat. When someone calls as they are viewing my site, I tell them to click on this ding bat and a new tab opens up with my prices. I rarely get to do a sales pitch, as they pretty much just want the price and little more. But at least I know who asked.
If you are selling products and want them to buy from your site then it works to have the pricing available.
If you are selling higher priced services then you do not want to post your prices. You want to talk with the prospect and sell them on why they need your services and then tell them what the price is.
Your service has value and it is most definitely not the same as the guy down the street. Don't put yourself in the position of being just another commodity.
What you offer is unique and may cost a bit more but your service is worth it. If you have your prices listed you are lumped in with everyone else and will most likely lose the sale to someone who is "cheaper"
In all our focus groups and web marketing research, prospects have wanted to see pricing.
if it is a service you could give a range of prices or say something like "Starting at $9.99". The web is the place where people today are doing their product/vendor research. Developing a pricing policy is critical to your future success. Having said this, our stores have decided to not show pricing because labor costs impact our custom products so much that a customer may choose to purchase from Akron, OH vs the store in Manhattan
I don't believe in publishing prices unless you are selling products through the Website. I believe you need to describe your services and if you have packages you include them. But for pricing you want to be able to talk over the phone and answer questions. You have more of an opportunity to "sell" your services over the phone then posting prices online.
Yes. I've always been a believer in showing what something is going to cost up-front if there is a set price that will be consistent for every customer.
Put simply, people want to know what they're going to pay before they even start thinking about purchasing a service.
If your goal is client satisfaction and customization of services as most complementary health clinics are focused on - it's often more advantageous to provide a "discovery" or "get to know you" consult. At that time, you can find out more about their individual and unique needs - in which you can guide them to a combination of services. Learn more about them and their needs, then share the prices of the services that fit their needs. Sometimes providing them a generic, long list of services and prices not only confuses but overwhelms. And a confused mind more often say "No Thank you."
I would advise "yes" for products where you want an immediate sale. You can't do that without showing the pricing. For packaged services, I'd say "yes" as well. For hourly services I'd say yes if you are premium priced and want to weed out people who are just price shoppers.
I'm thinking you are worried about the competition finding out your prices. Keep in mind, they can easily call you and find out your prices, if they want to.
I have no issue with publishing prices on the website and being known as a leader, setting the pace and having the competition keep up with you. Another thing you could do is create a landing (opt in) page before they get to see your prices, this way you are building your database and being able to use it in your marketing, effectively being ethical and upfront with your prices.
Reminds me of great piece of advice I got once: "There is enough" Good to keep in mind and keep the big picture in mind.
I'm assuming by publish that means on a website as opposed to other channels.
If so the rule I follow is that if you can buy it online, publish the price online.
If you cannot buy it online do not publish it online.
As has been advised by one other response - only exception I would make is that if your customers are those leading the charge in a race for the bottom on pricing then publish away.
As a consumer, if I don't see prices, I move on to another website because I think they must be too expensive or unrealistically priced.
As a business owner (Image Consultant), I do list prices for my services. I found that when I listed them, I received a lot more inquiries.
If prices differ depending upon the customization required, then I state: Starting at $300; contact me for a free quote.
For that business vertical, I think it's common to publish prices. Are their prices standard? If so, I don't see why not. As a marketing consultant providing several services, I don't publish exact prices myself. My website simply contains a disclaimer that my services start at $1,000 per month. It's intended -- and works to -- scare off clients who can't afford me, and hopefully draw in others who see "higher" prices as a reflection of value to be provided.
Publishing prices will automatically remove all price concious buyers from your market. So, it depends on your target market. The reason high end salons do not publish prices is because they have the opportunity to explain the benefits of a more expensive product directly to the buyer. This results is higher profit for the salon, and a better product being used by a client.
Yes you must. Is your expertise for which you are charging, There can be no competition if your services are good.
Price is power if you have the right price.
Those with it proclaim. Those without don't
People know that.
I recently had this question myself. Posted it in a LinkedIn group and also spoke with many small business owners (who are my target). It was a pretty even split between service professionals saying "never post your price" and business owners saying they would be "more likely to contact someone if they knew they could afford it." If prices aren't listed, they assume it's out of their range and move on to find someone who has pricing up-front.
I wound up going with a "starting range is ...". Though I'd say the jury is still out on how it's impacting quality leads (definitely has cut down on unqualified ones though!).
I do not believe in listing prices. There are exceptions - if you have a shopping cart, you need to display prices. This is usually for clearly defined AND bounded items.
For services or customized products - NEVER list prices.
First of all, listing prices tells your competitors how to undercut you. It also gives them an idea of your cost structure, which is not a good idea.
Most important - it keeps you from customizing an offering to your prospects needs without either sacrificing your margins or submitting a weak proposal..
If your prices and services are comparable to those of your competitors, you're on the wrong track in the start. If you can create value added service packages and put a fixed price tag on them, you're a winner. Your competitors can't take advantage of that price, as they don't have a clue about the actual content, quality and customer added value.
If you are selling by hours or any commodity items or services, the prices are always comparable and your clients might go after a lower price. After all, only one can be the cheapest, and it is wise not to be the winner in that game.
My speciality is in creating such easy-to-buy packages that can have their prices public online. Like one of my listed company client said, "Jukka can make anything more sellable." :)
On the other hand, by showing the price you position yourself on the market. Higher price equals higher quality expectations. I go with Karen; concrete and beneficial reasons why your clients should pay more than the average market price. This is also one of my specialities to find those reasons.
A bit off topic: I've told my clients that bargaining is useless with me. If they start to bargain, I will go up with the price, as they are wasting my time. If I have a good day, I will come down to the original price. I manage well in this, as I establish a good relationship right off the bat ;)
For a service, I would definitely say "no" unless your service falls into one of the two categories below:
1) it is strictly a commodity that cannot be differentiated from others offering the same service
2) You are the low price provider and you are committed to remaining the low price provider based on something you have figured out that your competition hasn’t.
By listing your prices, you are teaching your potential customers and clients that price is a primary consideration. People naturally shop price, and by listing your price, you are reinforcing this approach. I typically advise clients I consult to visit the websites of their competitors to get pricing information if it is available to see if their own pricing is competitive.
I would never list my prices anywhere. First, it tells your competitors how to undercut you. Second, it doesn't allow you much room to customize projects for clients
With your industry I would recommend you Do Not put your dollar amount of your services on your website.
The reason for this is you want to people to contact you and you take their information. This is lead generation, you can take their contact information, and then let them know the prices.
Then if they are not interested with them you can follow up later.
When you put your price on your website people will self select because they will go where it's cheapest.
I have seen businesses grow just from this a lone.
Let me know if you have any questions