Prices on or off your website – this seems to be a hot debate.
Each industry varies on whether or not prices are listed. For example, my coaching business, Success YOU has the prices listed, where my on-location bridal beauty biz does not. It simply depends on your field of work, and the industry.
Because I am a business Coach for hair and makeup professionals, specifically in the bridal industry, I will only discuss this industry. Pricing on the site could be debatable, simply because it is almost always a 50/50 decision from business owners. I’ll begin by saying that I have had both—prices on and off my site.
When I first started my hair & makeup biz, I had pricing on my website. Although it seemed to work out okay(ish) at the time, I eventually switched up by business strategy and decided that I no longer wanted to be a one-size-fits-all company.
Give your client the opportunity to recognize more than just a number
Do you have your services and prices on your site? If so, it’s likely that you are still getting emails asking what you’re offering, along with a price request. Why is that, you ask? Well simple—consumers only read about 20% of website content. Chances are, they are just skimming through all of your information.
They very well may have seen the pricing, however there is a high chance that’s all they saw. If based on the prices on your site, they chose to not reach out, then that means they’ve quickly dismissed you based on your numbers. They had no intention of even understanding what your numbers included, what type of services you offer, and really, anything beyond that.
Consumers rarely have a full understanding of your services when glimpsing through your site. Eliminate their judgment on whether they think you are “cheap” or “too expensive” by simply not putting your prices on your site.
One-size does NOT fit all:
Each event deserves your time and attention. You have a business and part of that responsibility is emailing, explaining, and conversing back and forth.
Every event varies in regards to it’s requirements. If there is an event that entails much more work, time, effort, and overall consumption, then it certainly will not be the same price as one that requires less of everything.
That’s why it is so imperative to learn more about each event before committing. Not just to provide them with a quote, but to generally see if you both would be a good fit for one another. Clients very well may have unrealistic goals and expectations; when this happens, just remember, it’s better that you find out pre-contract & commitment, rather than putting yourself in a predicament.
You should be able to make your clients feel like they are your only client. They certainly will not feel this way when the entire world could go on your site and see the same prices, despite the differences in events.
Taking a moment to personalize each email goes hand-in-hand with creating an experience for them.
Now, don’t get me wrong! You should definitely have a price guide that you go off of, because let’s be real — pulling numbers out of your bunghole will confuse the hell out of you and forms bad business habits. Have a “general” price point sheet that you can save, copy/paste, and tweak the numbers if/when need be. You can then personalize it by adding their name, date, and anything else that is fitting. If you’ve worked at the venue they’re getting married at, let them know! Let them know how much you loved working there; it not only gives you credibility, but you are PERSONALIZING it.
We are in the business of SELLING
You may not realize this, but not only are we in the beauty industry, but we are also in the SELLING industry. This means that we have to SELL ourselves, our business and our services. How do you sell your brand and everything it stands for without giving your client an opportunity to understand what you offer? As an expert in the industry, it is your job and responsibility to guide, explain and build a rapport with all prospect clients; people like to do business with those they like and trust. Being able to do this is far more difficult with prices presented on your site.
You’re shooting yourself in the foot by listing prices on your site. Using this simple sales tactic essentially hinders the client from making the most informative decision. Selling is not an easy job and should be done strategically in order for it to be effective.
Now, let’s clear up some of the concerns
“Trust factor” – “Well, doesn’t adding pricing to your site = a trust factor?” Possibly, but trust is proven even more when you respond to emails/calls within a reasonable time frame. Brides want to trust that they are in good hands with a company that can deliver an impeccable experience, set of skills, and a biz that can communicate well, fair, and clear. Trusting a company falls heavily on a well constructed contract that is apparent, while protecting them and their event.
Side note: To avoid any pricing confusion, be sure to include the discussed and agreed pricing in their contract
“Time management” – “Aren’t these brides busy? I bet they want to see prices right away.” Of course they’re busy! But so am I, and for that reason I want to work with someone that values the beauty industry and understands the importance of it on their wedding day. If they don’t have time to call and/or fill out a contact form, then chances are they don’t have the time to hear about all the value that we’d be offering.
“Weeding out” — Many professionals believe it’s easier for them to post their fees since it saves them time by “weeding” out the clients that don’t have a budget in their price range. Although that may be true, I’d rather be given the opportunity to chat (via phone or email) to explain the services so that they have a chance to better understand the value in it. It’s true, whether you have prices on your site or not, you’ll still have brides declining due to pricing. That’s just the nature of the game.
Hold your business to it’s highest standard and offer each client the attention they want and deserve. Eliminate the option of being dismissed simply because a number looks too “scary”. Don’t do yourself and business a disservice by allowing clients to judge your value and worth, simply based on a number.