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Hiding our prices in 2022 (Part 4)

The previous articles discussed reasons for not having prices on our websites. Some are quite practical, but they come at a cost, especially in lost enquiries, and I believe we have to consider if that penalty is worthwhile.

If we explain our prices well, we come across as trustworthy. If we hide them, why should customers assume we’re good value?

What would a company charging rip-off prices do? Why should customers assume we’re not one of those companies, if we offer the same lack of information in our marketing?

I genuinely believe the default nowadays should be as much pricing information as possible on a website. There are reasons not to do so, but they should be exceptional. “That’s the way we’ve always done it” or “Our competitors don’t do it either” don’t hold up in other areas, so they shouldn’t in this one either.

Once companies have taken the leap and decided to quote prices (or give good indications) on their websites, they can start to work it to their marketing advantage. “How much does a blue widget cost?” articles bring in a lot of traffic. If it’s traditionally a problem driving home our features and benefits, it turns out that pages explaining “Why our product is worth the extra” really get the message over well. As do features on why cheap products are a bad idea.

All these make great videos too. Salespeople come to life once they’re allowed to talk about pricing.