Do I need to publish prices on the website?
Imagine going to a hypermarket for shopping and noticing that there are no price tags everywhere. To find out the cost of goods, you look for store employees every time. The fantasy is absurd, isn’t it? But an equivalent situation on the Internet is faced by everyone. Do you want to taste exotic juice? The site promises a 40% discount, but the price can be found only after an online application. You need to be a level 10 marketer to put a discount and hide the cost of the goods.
At the early stage of social networks development everything was transparent. Then marketers, smm-ers appeared, promoted unfamiliar words “lead”, “conversion”, “marketing”, convinced newly-made businessmen to hide prices. After all, in this case you need to hire a smm-man to constantly respond to comments, serve the client. The virus turned out to be powerful.
- The lack of prices in social networks makes curious, interested visitors ask questions by commenting on the post. As a result, the algorithm considers this post useful, increases the coverage. On websites, sending applications increases conversion.
- If you have a talented sales manager, it is worth losing some of the potential buyers and in the correspondence for sure to hook an interested buyer.
- If you do not have a direct sale with one stage, but complex services, hidden prices can be justified.
Undoubtedly, the secrecy of prices, as opposed to the positive effects, excites more negative emotions. But why as a seller do we do something that is annoying as a buyer? Cons of hidden prices:
- “Everyone ran – and I ran”. Unfortunately, doing everything as the majority does is a classic mistake of the individual businessman. Because of this mistake, many potential buyers will simply pass by your offer.
- “I have goods for the premium segment, until the buyer personally sees the quality, the price will scare away”. After this excuse, a manufacturer of luxury yachts, whose prices are posted on the site, went bankrupt somewhere.
- “In personal messages or by phone it is easier to explain the advantages of the product and you can sell more”. In most cases, this is what people say who understand the term sales as deceptive promises of golden mountains and have not even heard of SPIN technology.
Unreasonable fears and the habit of playing against the rules
It is a common habit for a new product to announce an overestimated cost, announce a discount in a few days and lower the price to normal. Another dishonest approach is to announce different figures for different categories of customers. A deep, psychological reason for classifying prices is the fear of losing potential customers due to high prices. Such fear takes place in narrow professional spheres, where the most expensive capital is knowledge and experience. The performer knows for sure that competitors with cheap prices do not have such a knowledge base, are confident in the value of their experience, and in order to compete in tough market conditions, hides their prices, getting the opportunity to justify them in personal communication.
Publishing prices on websites or hiding them is a personal choice of each businessman. But experience proves that a potential buyer feels the signals of transparency and fair competition.
