Should you include the price of your service/product on your website, flyer, or brochure? Good question. Here’s my answer…

What if the grocery store didn’t display their prices?

You zoom around with your cart isle by isle gathering the food you need for a week. You say sorry to a few old ladies for your impatience. An hour later you finally arrive to the cashier. Your wife calls. Don’t pick up. You picked up, didn’t you? She says, “Don’t forget the eggs…and the milk…oh, and make sure to grab the almond butter.” Can someone please tell me why the almond butter is not next to the peanut butter? What the F*#k.

A half hour passes (damn almond butter) and now you’re smiling at the cashier and loading up the conveyor belt.

Now comes the moment of Truth. “That will be $325. Debit or Credit?”WHEN SHOULD YOU DISPLAY YOUR PRICE?

“Holy shit! Really?!? I just have, like, one, two, three…twenty or so items. Damn you $8 almond butter.”

You’re angry and frustrated because you’ve spent all that time shopping and now you can’t afford it. So you leave with a bad taste in your mouth and no almond butter. This could have been avoided if the grocery store displayed their prices.

Context is everything when displaying your price

When you’re at a grocery store, you’re ready to make choices. The list is out, you’re loading up the shopping cart, and you expect to leave with a full trunk of groceries. When is the last time you saw a layaway counter at Market Basket?

But before you get all trigger happy with the price gun, ask yourself this question: Do I want this person to make a decision right now to work with me?

Because your price is like a door. If your price is hiding, the door is closed, and no one is ready for the increased intimacy, therefore, don’t expect people to work with you. But if your price is out in the open, thus the door is open, too. You’re inviting the potential client to have a more intimate relationship with you. What he’s looking at is an offer from you. He now has to decide “yes or no” and respond accordingly: Do I want to step through the door or not?

Hold your horses! Increased intimacy? I’m not asking for marriage here

Oh but yes you are–sort of. If you read my Three Jewels of Business you’ll see the journey every person is on to become your client. There’s a moment in this journey when this client feels safe enough to buy from you. If he’s looking at your price, you’re asking him to consider your help and to move the relationship to the next level. The client giving you money and you giving him service is a lot more intimate than some online avatar reading your blog. It’s like he’s moving from being a wallflower to grabbing a partner and bust’n a move on the dance floor–intimate and sometimes scary.

Wouldn’t your price be a roadblock to the relationship?

Let’s say a potential client is on your offer page. You didn’t tie him up and drag him there, therefore, it’s fair to say he’s reading your offer on his own free will.

Now imagine that he invests 20 minutes watching your videos, reading your sales copy, downloading your PDF testimonies, and getting excited because this offer is a good fit for him.

He’s wondering, “How much does this cost? Where’s the price? How do I pay?”

Even worse, he fills out the lengthy application with the promise of revealing the price on the next page. Fifteen questions later and he presses the submit button. The next page loads and the price bomb drops. It’s shocker, and he can’t afford it.

In both scenarios, how frustrated and angry would you be? Yup, I thought so. NOT displaying your price is a roadblock and hitch in the relationship.

Your price doesn’t exist in a vacuum

Therefore, closing the sale doesn’t hinge on price alone.

On every grocery store trip I buy pitted Kalamata olives. I also buy from a particular brand because they always produce the ripest and plumpest olives around. This brand also cost two dollars more than the average Kalamata olives. But guess what? I still buy the more expensive brand.

Why? Because my family loves their olives; I love their olives. I’ve experienced them many times and with each experience I’m satisfied.

Your potential clients are experiencing and tasting your business way before they decide to buy. It might be through your blog, a presentation, at a networking event, or through a referral. So if you’re making an offer and asking for a two-way relationship, make it easy and display your price.

If you’re sending out a brochure or flyer to a bunch of strangers to create familiarity and awareness about your business, then you can forgo listing your price. In this case, the relationship is not established yet, and your price will be a roadblock.

To price or not to price

Should you include your price on your website, flyer, or brochure? Yes, but only if the context is right. Displaying your price is asking the person to make a choice in working with you. But before you display your price, ask yourself this question: Do I want this person to make a decision right now to work with me?

Thank the Buddha that grocery stores display their prices. When I’m there, I’m ready to make choices. Since this is an appropriate context to make choices, they damn-well-better display their prices. If they didn’t display their prices, I’d walk right in and walk right out empty handed.

The next step

Pricing can be a wacky and uncomfortable thing. You don’t want to price too high and scare people off. Likewise, if you price too low, you risk undercutting your value and you struggle to make ends meet; then it’s not worth it.

How can you find your Right Price that feels good in your heart and that resonates with your ideal clients who are fun to work with and willing to pay?

I invite you to work with me 1-1 because we’ll invest about a month to find your Right Price. It’s more than pulling a price out from the clouds. We’ll work on crafting your offer, healing money blocks, and discovering your Right Price that you can name with confidence. You’ll feel confident and at ease knowing your best clients resonate with your price.


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