How To Declutter Your Pricing And Get New Customers

You bought a product or service but you are not happy with it. simplify pricingsimplify pricingsimplify pricing

And, you thought you saw you could get a refund if you were not satisfied.

So, you ask for a refund. Unfortunately, you are not entitled to one.

When you ask where it says this, you are told it is in the terms and conditions.

As you hunt for the information on the website, you finally find them in the footer.

They are written in a style and tone that a lawyer presenting to the Supreme Court would be proud of.

And the font size is 8 point, which only can be read with a magnifying glass.

This happened and it wasn’t the website of a large company.

The small business thought they were doing the right thing having the terms, yet they complicated the process and relationship.

Bring in simplicity.

Pricing elements

Pricing is important and it is often not the sale price that adds complexity for new customers.

It is the associated elements that can reduce the potential for repeat business and referrals. If they are complicated, not clearly spelt out and in a tone that does not compliment your branding, future sales may be lost.

The good news is it is not difficult to simplify them. Elements that are associated with pricing include:

  • Price options
  • Price discounts
  • Price guarantees
  • Price refunds
  • Payment terms
  • Warranties

Pricing simplicity

Customers expect to find all relevant information during the buying process so why not make it simple for them.

If you look at the elements above and any others that apply to your business, see where you can simplify, by answering a few questions. These include:

  • Are the prices, range of prices or pricing examples on your website?
  • Do you have answers to pricing questions covered in you Frequently Asked Questions section?
  • Are your payment terms written in simple language that is easily understood?
  • If you are offering discounts, are the conditions and applicable dates clearly spelt out?

When you include information regarding pricing on your website look at it from your business’s and customers’ perspective.

Pricing is important especially in the early stages of customer relationships, so why complicate it.

Over to you. How do you simplify pricing and the elements of pricing for your potential customers?

Do you want to use simplicity to get new customers? If you do, I can help. Click Here to see how.

Photo: fboosman via photopin cc

12 Responses to How To Declutter Your Pricing And Get New Customers

  1. Arleen says:

    HI Susan- As many disclaimers that we put on our website and after the customer gets an e-proof of their art, it boils down to customer retention. I think as a business owner you need to make that call. If the customer is 100% in the wrong then I may not give a refund. If there is a gray area and trust me there always is, I may consider giving a refund. What I find is that good news doesn’t good anywhere but bad news spreads. Depending upon the situation I would rather lose a little then have a bad reputation. With all that said I really do not get too many that want a refund.

    • Hi Arleen,

      The way you handle it is an great example for others to follow. I totally agree it comes down to customer retention. Thanks for taking the time to comment.

  2. Good article, Susan. And I really like your graphic (tweeted about it). :)

    I’ve experienced at least one instance online in which I asked for my money back and was told in no uncertain terms that the refund policy was no refund or on a case-by-case basis. In my “case” the software didn’t work as they claimed. Still, I consider that an isolated case.

    What I’ve found online is most businesses adopt some form of “no quibble” policy because they recognize that a customer who asks for a refund is still a customer who will likely buy from them again.
    Vernessa Taylor recently posted..Take Charge of Your Stats: Piwik Analytics vs. Google AnalyticsMy Profile

    • Hi Vernessa,

      Glad you liked the image and thanks for the tweet. Your example made me think how the case by case basis seemed a complicated way to go for the business. I have found the same as you online. Thanks for taking to the time to stop by and comment.

  3. Catarina says:

    Any customer that believes that they are entitled to a refund and doesn’t get one will cost a business many customers.

    As you say, policies have to be decluttered so that it’s clear what rules apply even to people who haven’t got a law degree.

    Can’t help thinking of how tax authorites communicate. A friend of mine who is a professor of law also has a company. She told me yesterday that she got a document from them to fill in that she doesn’t understand. Any company doing business that way will be in trouble.

    Tax authorites get away with it for the simple reason that we have no choice but to deal with them:-)But when it comes to businesses we usually have plenty of choice.
    Catarina recently posted..White House Maker Faire – Will it inspire innovation?My Profile

  4. I have never understood why all the legal ease is needed, especially if the business is small and offers products that would not deem it necessary. I think this could potentially drive customers away. Any time you can write out terms and conditions in a simple, readable, plain language way, you are way better off. :-)
    Susan Cooper recently posted..Love and Friendship: Story (Podcast)My Profile

    • I agree with you Susan and I have seen these terms and conditions on many copywriters’ websites which is a little weird considering they are in the field of communication. Your last sentence sums up the solutions perfectly :)

  5. Jeri says:

    I’ve implemented a detailed editing contract that outlines the scope of any project I take on. When it comes to pricing, I’m making improvements to my strategies. However, I have not yet listed prices on my website. So many people are calling themselves editors and charging next to nothing for what is a very meticulous and time-consuming task.
    Jeri recently posted..Blog Survey: Results and WinnersMy Profile

    • Hi Jeri,

      From a sample of one me, I must admit I do not know the process of what an editor does, but common sense would tell me that it takes experience and skill. Sounds like your contract makes sure there are no complexities and i bet your clients appreciate your approach.

  6. Susan — I sometimes think sellers go out of their way to obfuscate their pricing and refund policies. I agree that people won’t shop with companies where they’ve been burned by being denied a refund. In NY, the law requires that the pricing and refund policy be prominently displayed. But that is honored more in the breach.
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