Over the past few weeks there have been a number of articles and discussions regarding having prices on your website for your services.
These discussions like many relating to marketing strategy seem to polarise people into two camps.
Some say yes you should have display prices and others say absolutely not.
From reading the comments and I am generalising I know it appears why some businesses are hesitant to show prices is due to a couple of factors:
- They do not want their competitors to know.
- They believe they need to tailor their services for all customers and can’t display any prices at all.
The first factor is a little silly as just about any company can find out even roughly what your prices are. It also has a blocking effect as part of the conversion for customers as they need to go at least an extra step to find out pricing information.
The second factor may be true however as we all know times have changed. As have customer expectations and the way customers get information and make buying decisions.
As having a website is becoming the norm you need to think strategically about your business including pricing rather than just concentrating on the marketing activities and tools.
Creative Thinking
Instead of dismissing the notion of offering prices for your services why not put your creative and lateral thinking cap on.
Depending on your customer base you could offer custom services where the price is not displayed and other services that are packaged up.
For example if you look at tailors or dressmakers, many offer custom services as this is their specialty.
The final price for a suit or a dress depends on a number of factors, such as the material used, the style and the time involved.
Many also offer off the rack clothes that customers can buy immediately with prices clearly displayed.
Pricing Options
If you think about it customers are looking to make informed choices.
As part of the buying process is price and even putting in a range of prices can help when they are seeking information.
A price range gives the customer an idea of what they could get within the range. It doesn’t lock you in to a specific price for your services which can be finalised depending on the customer brief.
Customer buying behaviours and the way they gather information about services are changing.
Thinking strategically with a little flexibility can give you the competitive edge over your competitors.
What are your thoughts on this? Do you display your prices?
Get The Competitive Edge With A Flexible Pricing Strategy | M4B Marketing…
There have been a number of discussion lately as to whether you should display the prices of your services on your website. Some say absolutely not. These businesses may be missing out by being rigid with their pricing strategy….
I don’t think that this would work for me because there is a level of ignorance on what graphic design is and how it’s more than just pushing buttons, but I can see it work out for others, but I like your tailor analogy.
Dennis Salvatier recently posted..Finding Life Balance: For Creatives
Hi Dennis,
Do you mean if you put a range of prices for your services it might turn them away of you don’t talk with them, or something else? Also have you ever tested having prices on your site?
Thanks as always for sharing your thoughts Dennis.
I just mean that no two projects are alike, because turnaround times and budgets are always different. Plus, I wont lie and say that I’ve never charged someone more because they’re difficult to work with. Luckily I don’t do that any more and just say not, but these factors keep me from placing prices on my site, even ballpark figures.
Dennis Salvatier recently posted..Finding Life Balance: For Creatives
Thanks for the explanation Dennis and I can understand your reasoning. Also no strategy is right for every business. Hope you enjoy the rest of your evening.
I still think this would work great for most people. Enjoy your weekend!
Dennis Salvatier recently posted..Finding Life Balance: For Creatives
Susan
I think people today have an expectation of seeing prices, and I often wonder if prices (or at least a price range) are not stated how many people are turned away..or won’t make the effort to enquire further.
I agree that multiple pricing strategies are the ultimate option as you are catering to multiple buying behaviors and more likely to make conversions.
Jackie recently posted..Decisions Decisions..What Should I Do?
Hi Jackie,
How did you enjoy your time off?
I do too as it part of the information gathering process. It can also decrease the tyre kickers who contact you but couldn’t afford your prices.
Thanks for your comment Jackie
Susan Oakes recently posted..Get The Competitive Edge With A Flexible Pricing Strategy
Thanks Susan
Had a lovely time away…although I do struggle with “not doing anything” and get a bit fidgety. Having said that, it was a nice recharge and great for some thinking time away from the day to day noise.
Now time to get back to it. Will be working on trialing some pricing/buying strategies myself, so your post is timely. Its interesting to hear others opinions on what works for them.
Jackie recently posted..What Do You Know About Copyright?
Agree with you Susan.
You have to be flexible when it comes to charging clients.
And in order to get their business you have to be able to negotiate with them. That option is off, or may never happen, if you display your prices.
Not to mention that they may want you to do something much more complicated and time consuming for a price you have displayed for something else that they decide they are buying, when in fact they are buying something entirely different.
Catarina Alexon recently posted..Do banks rule the world?
Hi Catatina,
Regarding the negotiation don’t you think that you could at least have a price range rather than nothing?
You bring up a good point regarding what they want. I think to overcome this you do need to be clear what they get for a price. Having a price on the site doesn’t mean you don’t have further conversations to clarify the brief.
Susan Oakes recently posted..Get The Competitive Edge With A Flexible Pricing Strategy
Susan, I love your analogies. As you are aware, I always struggle with pricing. I like the idea of adding customization as an option. It would help to give me the flexibility that I feel I need to accommodate the needs of my customers. I hadn’t really thought that not having pricing on your website does throw up another obstacle to a potential client. You’ve raised a very valid point. Thanks.
Sherryl Perry recently posted..What Can You Do if Restoring Your WordPress Backup Doesn’t Work?
Thanks a lot Sherryl. I don’t know why but pricing our services seems to have an emotional element that doesn’t occur with products. Customisation could really work for your business I think as well as packages.
Susan Oakes recently posted..Turn Your Services Into Recipes To Grow