A business owner at a networking meeting yesterday asked me the question “Should my website show prices?” And it’s a great question because trawling through the websites of businesses offering professional services (I was chatting to a life coach) it’s clear there’s a mix of approaches. Some don’t show any prices while others have opted for detailed fully-priced menus of their services.
So what are the advantages and disadvantages of advertising your prices online?
It all depends on what your website is for, and what kind of relationship you want to build with potential customers when they visit it.
All of us in business know the experience of receiving price complaints. And they can dent our confidence. It could be a raised eyebrow, a potential customer who simply walks away, or maybe a full-blown whinge. But the root cause of price complaints is nearly always around value: the customer doesn’t see the value in what you are offering. Whether it’s an expensive Michelin star meal or my attempt at a plum crumble, potential customers need to see that they’re getting something they value.
Price complaints are about value
And that doesn’t necessarily mean your products or services are over-priced. It could be that this particular customer just happens not to value whatever it is that you sell. He may even give voice to his feelings in a way that assumes everyone else will share his low opinion of the value. But of course that’s nonsense. For me there’s no value in tickets for a Formula 1 Grand Prix (unless I could see an opportunity to sell them on) but opera tickets have a lot of value; other people would see the value very differently.