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November 6, 2014   Posted by: Dale Underwood

Who is publishing your pricing – part 2

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This is part 2 of “Who is publishing your pricing”? In part 1, we talked about trying to force a prospective customer to “talk to sales” instead of providing an easy way for them to request a budgetary estimate. The idea that “we must talk with the customer first so we can deliver our value proposition” is great in theory, but doesn’t phase prospective customers. They simply leave your website and go searching.

Since we deal with the “pricing is secret” myth all the time, one of the first things I do when talking with a prospective vendor is to go search for their pricing leaks myself. Here are some of my favorite places to look:

Press Releases

In virtually every press release about a new piece of technology, there is a reference to price. Examples like “The FT4000 starts from $88,000” or “The 20TB model is $33,000”. I understand the need for providing the information, but what if the language simply said “Self-Service Pricing is available on our website”? That way, customers would always need to come to you (and your sales team) for pricing.

Government Contracts

Another source for misinformation about pricing is government contracts. Volume discounts for government, education and non-profit customers often shows up on the internet with deeply discounted pricing. Prospective customers will use that as their starting point for their negotiations even though they would not qualify for those discount levels.

Your competition

Yet another source for misinformation is your competition and the social media channels. You can try to monitor mentions about your company but it’s almost impossible to stop the competition from misrepresenting your pricing. A casual mention in a forum could kill your chances of setting the record straight.

Steps you can take to reduce pricing miscommunication

  • Realize that pricing is extremely sticky “content” so treat it carefully
  • Stop providing price ranges in press releases
  • Do not publish pricing on your website
  • Create an easy way for prospective customers to Request a Quote via Email on your website

 

Follow these simple steps and you will not only increase traffic to your site but you will substantially increase your inbound conversion rate.

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