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Every business owner has asked themselves this question. My clients approach me with this question. I even wonder about this myself from time-to-time. “Should I openly share service prices or disclose those details during a one-on-one consult?” 

The more I think about it, the more I’m here for the prices on the page.

Now this is personal preference, but in my humble opinion, the positives far outweigh the negatives despite it being somewhat taboo. 

Let me explain.

Displayed Prices Serve As a Pre Qualifier

Your prices should be cut and dry. Either your clients (or leads) can afford them or they can’t. And that’s okay. What’s not okay…

  • getting ghosted post-sales call because of their limited budget
  • dealing with a lead’s sticker shock once they hear your costs
  • being forced to defend your value after being begged for a discount or a negotiation

Isn’t that the worst?! 

Clearly there was an expressed interest in your services, that’s why they booked the consult. But let’s not forget, prices can be a major influence when it comes to making an educated buying decision. Give prospects the confidence and authority to make that choice on their own without having to contact you for those details. 

So that way you can avoid the awkward budget talk; it’s no longer a needed conversation. When a lead completes your contact form, already knowing your prices, it is safe to assume their budget and your prices are not a concern. 

Improves Brand Image 

Once again, this is personal preference but when a brand publicly displays their prices, to me, it demonstrates integrity, transparency, and honesty.

I mean, why are we so reluctant to share our prices anyways? What is there to hide?

When a brand puts it all out there, they prove they have no shame nor secrets. And if they are open about their prices, they are probably the same about their processes, contracts, deliverables, etc. 

Most importantly, they are showing that they are honest and communicative with their customers. That is the basis of a good working relationship. 

Even if their prices are a little higher, slightly outside my budget, I may reconsider my buying decision simply because of that positive impression they have already made.

Sharing Prices Exudes Confidence

There is nothing like knowing your worth. And when you know your worth, you are not afraid to speak your truth! As you should. 

Posting your prices contributes to a brand’s image and the person standing behind it too.

You worked hard to get to where you are today. You built that reputation. You grew your online presence. You dealt with the ups and downs. You studied courses, established the experiences. You did that! And your prices are a reflection of that journey.

Be proud of who you are and where you are. Like I said, there is absolutely nothing like knowing your worth. It’s a whole other level when you share it with the world. 

Post. Those. Prices. Sis! Not for them. But for you. 

Price Tag Alternatives

Posting prices is a lot easier said than done. 

“I might scare away buyers….”

“Competitors might drop their prices, challenge my rates…”

“I don’t want people counting my pockets… no one should question my potential earnings….”

Those thoughts and many others may have crossed your mind. However, there are alternatives if you wish to express value without directly stating the ticket price. 

The gray area is within your copy. 

Use scaled price point phrases like “starting at $1000” or “no more than $2000,” to give prospects a ball-park range on what they could be spending. That’s plenty of information to determine if they can afford your services. This is how I expressed my own rates.

You can also use metaphors to hint at your pricing. For example, “less than the price of a car” or “the same price as a brand new iPhone.” 

If you offer payment plans for your business, give the need-to-know details, ex. “three easy payments of $300, five monthly payments of $400.” 

That wording may influence the prospect’s buying decision in a positive way. Maybe they cannot afford $1000+ service. But by knowing the exact payment plan option, there could be some added wiggle room for them to budget accordingly. This method still works as a pre qualifier while also offsetting some of that sticker shock. 

Mani’s Final Thoughts

If you are going to boldly put up your prices (in any form), you better have the copy to match. 

You can tell your price all day. Yet, that means nothing if you cannot communicate your value. Your prices may say one thing but if your copy says another, that leads to mixed messages which confuses web visitors.

Be clear about your worth just as clear as you are about those prices. Doing so, you are sure to book more qualified clients that respect both.

So…Post. Those. Prices. Sis! For them and for you.

That’s my take. Let me know yours in the comments below.

Black Girl Biz

CATEGORY

10/19/2020

POSTED

Should You Include Prices on Your Website?

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