When Should You Disclose Pricing?
There's been some interesting research lately about why people visit web-sites. According to both Marketing Sherpa, and Enquiro, the most useful content on a B2B Web-site is thought to be pricing. This presents an interesting dilemma.
On the one-hand, there are good reasons not to disclose pricing on your web-site. You don't want your competitors to know your pricing. Your product or service is too complex. You want to discuss your value before you discuss pricing.
Or perhaps you think if you publish pricing it negates the chance to talk directly with the prospect. If a prospect has to contact you in order to get pricing, then you'll have a chance to learn who they are and begin a sales process.
On the other-hand, web-visitors will often simply leave when they don't see pricing (perhaps to visit your competitors site), rather than call in or complete a web-form.
Ask your marketing department what percentage of web visitors leave the site without completing a web-form.
This is critical information to know. If it's 20% and your site draws 10,000 visitors a month, that's 8,000 prospects who have left your site perhaps never to return. Marketing will often approach the problem by adding what they hope is more compelling content such as white-papers or free-trials.
But take a look at the following chart:
There isn't anything more compelling then pricing. And therein lies the conundrum.
How can you take advantage of a visitor's desire for pricing without sabotaging your chance to talk with the prospect? Offer "budgetary pricing" by way of an instant email in exchange for their contact information.
Capture the lead before your competitor does
It's a trade-off web-visitors are likely to view as fair and reasonable. They get a feel for pricing right away (without you disclosing it on the web and without giving specific pricing) and you capture the lead often before your competitor will.
If you're interested in how to do this, I'll be conducting a free "Show-and-Tell" Webinar on the subject. You'll learn about the tool I use to manage the entire process and how to do it yourself.
When to Disclose Pricing
You’ll be shocked by the answer
By Nancy Nardin, Founder, Smart Selling Tools