The question of "How Much?" is usually one of the first customers ask
For many online businesses, the immediate response is "it depends" - and a roadblock like that can outright prevent a potential customer from continuing with your site.
Sometimes there are business reasons not to show prices. A common one we hear is that "our competitors will see them and underprice us" - that's a whole separate discussion, but usually starts by asking the client if they've ever researched competitor pricing themselves and adjusted their prices as a result - the answer is usually "no" !
Another reason that prevents businesses from displaying pricing is that prices are dynamic and can change depending on unique customer requirements. But when you drill down you usually find you can either at least give broad guideline prices, or automatically calculate the price if the customer gives you some more details.
Many online form solutions include powerful calculators that could deliver a calculated price and then go on to collect customer details in order to complete the sale.
Ultimately, almost every customer has the question of price on their lips which leaves you with the following options:
- Z Totally ignore price and don't mention it
- Z Ask them to get in touch for a price
- Z Give them rough price guidelines
- Z Calculate an approximate price by asking questions
- Z Give them an exact price based on questions asked
- Z Display fixed pricing
- Z After showing the price, complete the purchase online
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Put yourself in the customer's shoes and ask which option you'd prefer if you were the one wanting a price.
You might also ask yourself if not giving your prices away to competitors is worth the message it leaves with your potential customers!
If you decide to calculate a quote to show the price online, you may also want to consider completing the order online whilst you've got the customer's interest
