HOW ARE YOU? I’ve missed you, I’ve been in lockdown mode over here and getting a lot of shit done. (Yay me!)
So today I wanted to give you the answer to a question that people ask me ALL THE FREAKING TIME.
The question? Should I put my prices up on my website or not?
Boy this is such a loaded topic! So even though there are probably bookshelves full of opinions on the good old price-hiding problem, let me give you mine today. Of course you still need to decide for yourself and you’re the only one who knows what’s right for your business and what’s not. I just wanna make the decision easier for you ;)
Now let me ask you a question first:
What do YOU personally believe when you don’t see prices on another person’s website? How does that make you feel?
Stop for a second and think about this.
So what did you feel?
“It must be expensive!“.
“I probably can’t afford it anyway!“
“Man, I have to ask first? What a pain in the ass, I’ll go somewhere else!“
“She just wants to get me on the phone so that I can’t say no… I’ll go somewhere else!“
“How the hell am I supposed to know if it even makes sense to contact her… I don’t even know if I can pay for this now!“
Sound familiar? Good, because that’s what MOST people think. So if you’re not putting your prices up on your website, you’re probably sending MOST people away. I didn’t say all of them, but you ARE definitely leaving money on the table. Boo.
My friend Monique (hi, darling!) told me she went to a conference a couple weeks ago and the speaker asked “Who in this room hates it when there’s no price on a website?“ and almost everybody in the room raised their hands.
Then he asked who actually displayed their prices and only like 3 people raised their hands. What the…?
Hum. That’s interesting. And I remember that he then asked: “So I’m in a room full of hypocrites here?“
Not saying that you are a hypocrite obviously. But let me put it that way:
Let’s say you walk by a really nice store, you look into the window and see the most amazing boots ever. You’re crazy in love at the first sight so you’re starting to scan the window for the price. Nope. Nothing there. What do you do? While some of you might go inside and ask, MOST people would think “Damn it, if there’s no price these babies MUST be way over my budget. I won’t even try them, I’ll just be disappointed“. So you spare yourself the embarrassing moment of the snobbishly arrogant sales chick telling you the number with a “Yeah, right keep dreaming“-kinda smirk on her face… and you just walk away. You’ll find other boots, right?
Imagine you’re going to the supermarket and there are no prices at all. What do you do? You’d probably end up buying LESS stuff than you want or need, because you’re scared of the bill at the checkout. You don’t wanna be that person who’s standing there being all like “Oh, ermmm, sorry but… can I give back the shampoo and the errrr French cheese? And maybe the olives as well…?“ while everybody’s muttering silent curses into their overloaded shopping carts, bitching about how they’re always in the wrong checkout line? No, you don’t want that.
Imagine you’re buying a car and there are no prices at all… you’d probably test-drive the Toyota instead of the BMW, because you’re assuming you can’t afford it anyway. Which might be true in this case, but the fact is that YOU DON’T KNOW.
So all you’re left with is a dangerous assumption. Fear. Insecurity. And a freakin’ Toyota. (No, I’m just kidding, I’m sure your Toyota is a hell of a ride ;)
Do you see my point here?
What are you afraid of? If people wanna work with you, they’re gonna know about the price sooner or later.
It also makes it easier for you because if you display your prices right away, you won’t have people call you who actually can’t afford to work with you… and honestly nobody needs that awkward moment of “Oh, really… erm… well… that’s a bit too much for me at the moment, but I errrr…. would like to work with you in the future?!?? beep, beep, beep….“.
Save yourself and your prospects some time and just be honest with them from the start.
“But Hannah, what if I want to get them on the phone before I tell them the price? Once I have people on the phone it’s so much easier for me to make the sale!“ you might wanna say.
I feel ya. And in this case it actually makes sense. BUT even then I’d say just put a number on your cheaper offers. Give people a chance to understand the price range at least. Don’t leave them guessing and hoping that they can afford it once you spit out the number.
“But Hannah… what if it DEPENDS?“ you might wanna say.
Then tell people what it depends on and give them a starting point. „From $999“ or whatever. The important thing is to give them something. If people have to guess and wonder, it doesn’t make them feel good. And I know you want your people to like you, trust you and feel 100% safe and taken care of. So make sure that’s the feeling you’re giving them. Period.
Alrighty, that was my take on the price-hiding problem and now I’d love to hear from YOU:
Are your prices up on your site? Why/why not? Let’s share a little bit and help each other out in the comments!
Have you ever been in one of these awkward moments yourself? I’d love to hear your story!
And: How’s your summer so far? Full of ice-cream and beach parties? I sure hope so!
Sending you a big hug,
PS: Use the cutesy little buttons below to share this with all of your friends if they need to hear this!