5 Questions to Ask Before Injecting Pricing Into Your Website

@EricaAllison I like thinking in tiers of pricing. You (depending on your interest in new business) may need levels of service. Having a low(er) price offering allows you to prove your value. Once I have spent Any amount of money with someone I now feel that I know them and their value to me much better. Therefore I'll be Much more likely to spend with Them in the future if they do a great job. Asking for a big chunk upfront is like saying "will you marry me?" before the 1st date.

@Ameena Falchetto I think you're exactly right, Ameena! We could in fact be losing business by our appearance. I have not yet jumped the divide yet from services to a price list; however, I am taking a page from the @Marcus_Sheridan handbook and revamping my services page to "address" customer issues and drive traffic to my site with key words and topics that align my core business strengths with the outcomes they need. I'm working on it this week and next!

Thanks for reminding me that I have to do it @EricaAllison ! It's a very important question that needs to be answered. I came from the old school approach where you get the lead, you ask them to come in, do your pitch then get back to them with a price. Having a price guide helps cut through the deadbeat time wasters. Interestingly, I came across some sites recently that didn't have their prices up and when I enquired I was shocked at how affordable they were. Their glossy exterior made me think I couldn't afford them when in fact I could. It was an important lesson for both parties. How many companies/entrepreneurs are actually losing customers because they are perceived to be too expensive when they aren't?

@TheJackB@bdorman264 OMG Jack, you just made it even better!

@bdorman264 As usual, Bill, I'm LMAO! Can I have that HeyPal account too?

@EricaAllison@Soulati | PR@Marcus_Sheridan You 'n me both Erica:) Since we've been talking a lot about this lately, I'm looking forward to digesting all of this, giving it careful consideration and testing out my thoughts on my target market prior to implementation. Lots of homework to do first! Great post Erica: luv it. Cheers! Kaarina

@Soulati | PR@Marcus_Sheridan Jayme, thanks for the comment on the post quality. I appreciate it. This is a very layered discussion and to Marcus' point, he's making a very fine distinction between address and answer. I've learned so much about the topic in the last week, my head seriously hurts, BUT I'm also psyched. I can't wait to implement some of the changes I'm contemplating on my site. Going further, it's going to impact (already is) how I address new clients and leads.

OK, I better go back and read that again. My INTERPRETATION was all up in arms, and I'm certain it had to do with the word "price." Regardless of whether it's answered or addressed, that's got to be where the emotion resides! @Marcus_Sheridan

@Soulati | PR Jayme, I think you've kinda missed the entire point to be honest. I never said you had to 'answer' the question of price on your website. What you need to do is 'address' the question. As to how you do that, it's your call.

Just curious, Michelle...how is that working for you? Adding $1197 as a price tag? People buying, asking for less, always negotiating? @NEMultimedia

I'm late to the party here, but I have to say, without reading any comments, this is by far and away your strongest post, Erica. Extremely intensive and business oriented and spot on, as they say. Why I like it? It addresses a dilemma we in the service fields face all the time. And, I couldn't disagree with Marcus more. Public relations people, for sure the indies, should never price services publicly. It becomes the basis for losing business or never getting the chance to sell business. In addition, there are many other hidden reasons why pricing is a no-no for PR people. What if you're struggling and just need to pay the rent? What if you're trying to break into a client/vertical and want to give them a cut on fees? And, the most of which...90 percent of the clients seeking PR services do not understand all the deliverables we bill for and require to do our business well...and, thus, the conversation..."did you deliver $XX to me this month?"

@EricaAllisonthesaleslion@Marcus_Sheridan Yes. By setting expectations up front, everybody wins! And yes, it shortens the sales cycle so we can get money in our pocket sooner. The less I can focus on talking to people about what I can do for them and the more I can focus on actually doing the work, the better! ;)

@3HatsComm Thank you! There was no way I could participate, but do appreciate the shout out!! You rock.

@EricaAllison Men were the worst offenders. Guys would look at me and ask if they could get a break by doing the demolition themselves. You learn early on that an amateur with a sledgehammer can do more damage to your profit than the room they are working on. A flat fee isn't a bad way to go- helps to protect both parties. @Shonali

@bdorman264 Just be certain you spelled it properly. A buddy of mine set up a HayPal account and received 4 bales of hay as a thank you for opening the account.

@EricaAllison We just discussed this in the #soloPR chat, gave you a shout-out; I'll email you a link to the transcript when it's published.

@bdorman264 You crack me up. On topic, and on time, as usual! I think your key point here (other than your $39.95 special) is that until you make the 'ask' you can guarantee that nothing will happen! I say this all the time to the nonprofits I work with in fundraising events...people don't just intuit that you want them to give you money. You must ask. Just as in business, you must give them a call to action or they'll move on to someone who will. Thanks, Bill!

@sydcon_mktg@Marcus_Sheridan I like the key options line of thinking! I'm planning to do that as well. I'm always concerned I'll box myself into a corner or limit the clients, but in reality, by having too much out there that's not clearly addressing the core questions that my potential clients have.

@Jk Allen That's great feedback, Jk. I like the way you said that you look for the company "that allows me to formulate a value for their offering/pricing." Would you say that's accomplished with both the content and the actual pricing? In the case of custom options, there could be a base line number, with a note that custom options do exist. In addition, a case study demonstrating such a service might also help "seal the deal" if it's presented in the right way and delivers the right outcomes.

@lauraclickthesaleslion I loved your comment (length does not matter here!) and think you're on to something. I remember when you launched your "product" line up and thought that it was smart! As I mentioned in the post, the very first step for me has been to talk about pricing openly in the initial conversations with someone. As @Marcus_Sheridan has also pointed out, really "addressing" their issues with your content is also a great way to deliver distinction in what can be perceived as a muddled market or ambiguous service. At the end of the day, it's about shortening that sales cycle, right Marcus? And, making sure that the client is a match for what I'm selling!

@Lisa Gerber@3HatsComm@Marcus_Sheridan@KDillabough@Shonali I really like the concept of "addressing" and as I mentioned somewhere in this thread...plan to do it way more!

@jennwhinnem@TheJackB In the case of that firm you "wrangled" with, cowgirl, I think they were playing hard to get and running a business on ego and not on service. I have checked my ego at the door lately and in doing that, am able to deliver clear answers to clients and potential customers.

@Marcus_Sheridan@NEMultimedia It was, wasn't it? :)

@Shonali@Marcus_Sheridan@Lisa Gerber I definitely do not "address" enough and based on the feedback here and from @KDillabough plan to do that in spades very soon! This discussion has been truly amazing and helpful to me!

@EricaAllison Thanks! And to pick up on what @Marcus_Sheridan said about "addressing v. answering," I think I do address it in that way. But I don't know if I address it enough... @Lisa Gerber Did your grandfather know my grandfather? :p

I set up my HeyPal account and for $39.95 you can have 30 minutes of my time. We can chat, I will comment at least twice on your site and 1 RT. I can't even spend all the money...... Depends on what you are selling I guess. If you are just selling on price, then throw it out there. If you are getting paid on your 'value' then that might be a whole different ballgame. First of all, I need to know what your expectations are and what will be getting accomplished if we go forward. I pretty much know what my time is worth an hour so that would be my starting point going forward depending on how much or how little I (me and my firm) will be involved. Another thing I know is until you make the 'ask' I can pretty much assure you nothing will happen..........:) I hope I was on topic; I haven't seen Marcus post and didn't read the comments but that's what happens when you are late to the party.

@3HatsComm@Marcus_Sheridan@KDillabough@Shonali I don't think he's suggesting a menu of pricing; more a blog post addressing how it works, and what you can expect. and perhaps that blog post then becomes part of a pricing page.

@sydcon_mktg Awesome!! And call me if you need further suggestions!

Another great piece on this topic! I got a lot out of @Marcus_Sheridan over at Spin Sucks as well as the resluting comments/conversation. That one started me thinking and having some solid conversations in our office about applying Marcus's suggestions. This one just added to my wheels churing. I like that Marcus is pointing out "addressing it vs. answering"! We address it already in a small way, via our maintenance programs. We are thinking about doing what Marcus suggested and pointing out the why's of not being able to commit a dollar amount on our site. We are seriously considering addressing some of the key options we get a lot of requests for and applying ranges, with a few examples of what might affect a minimum versus a maximum. Like you, Erica, we get lots of leads that simply put dont have the budget for our services. Would we like to reduce that, absolutely. However, we have also encountered folks whom we are out of budget for on what they think they want and need versus reality. I would hate to loose that potential client based on a estimate they see on our site without a qualifying conversation explaining what they really need versus what they think they do simply for lack of knowledge!

I love this topic Erica. I think pricing needs to be present. I expect it because it's helps me formulate a value for the product of service I have interest in. With more standard products and services if I can't find pricing - my interest moves on to the company that allows me to formulate a value for their offering/pricing. When I don't expect it is when I'm seeking something custom. I realize in those situations that an added layer is needed; for me to describe what I want and for the provider to describe what they would charge for my interest. Even in these situations I think pricing examples can be shared - but it should be very generic. Take care!

@KDillabough it sets a baseline for people and avoids the need to come up with a range that is artificial. As @EricaAllison said - how much it will be depends. But we can say "it will be at least $X dollars"

I know you are talking about addressing the price issue @Marcus_Sheridan not hiding from it. I've even suggested this topic for the #soloPR chat today. It's just.. once the issue is raised, you get asked specific questions. My hourly will change if it's a one-off consulting vs. an on-going client/project. If you just want 2 hours of all the marketing/PR I can talk I will charge for that above the flat hourly. I also don't think I've ignored it. My website (which SUCKS so please don't look until I get around to giving it an Extreme WordPress Makeover) mentions clients (SMB) and speaks to 'affordability' and sticking within 'budget.' My blog has posts that say it's not free, not even DIY but also saying it doesn't have to cost a fortune either. I had a price page once, under services, but IIRC it never got many clicks. I am leaning towards doing SOMETHING, I am just not sure putting a menu of services, line items with costs and ranges is the way to go. FWIW. cc @KDillabough @Lisa Gerber @Shonali Oh and you get points for the acronym, but seriously bringing the football smack?! That rocks.. except I'm not even looking ahead to West Virginia, we got Oregon in Texas for game 1?!!! Crazy tough schedule this season. :)

@jennwhinnem@Marcus_Sheridan@Shonali I understand it too and the last thing I want to do is nickel and dime someone to death for every little thing. I've just taken on work before and once I got in it, had clients balk when they don't have all the components that have to be either bought or created, when their expectations are vastly different despite how well I've tried to manage them. I'm talking small businesses, my client base; a larger company will already have a lot of the pieces and a better understanding of how it works.

@KDillabough@Marcus_Sheridan@3HatsComm@Shonali Marcus, you just made me laugh out loud. I was looking at that last one squinting trying to figure it out, and the answer is right next to it.

This is a post that is so timely, as you know @EricaAllison since we've had some discussions about it. The post and comments are really helpful to me right now, as I weigh the pros and cons, opportunities and threats of posting pricing (never mind my gut-level aversion to "packaging" myself, but that's a whole other story.) I'll be dropping back by this post as I ponder and make decisions about the whole pricing conundrum. Cheers! Kaarina

@RobertDempsey Starting to really like the concept of posting a minimum.

@Shonali We certainly are struggling with the same issues, and I don't think there's a one-size-fits-all answer. I'm pondering @Marcus_Sheridan "addressing" vs. "answering" comment, and will certainly be spending time mulling all this over, as @EricaAllison knows...we discuss this topic as it relates to our businesses.

@EricaAllison@NEMultimedia Ditto what Erica said:)

@Marcus_Sheridan@3HatsComm@Shonali Addressing vs. Answering...a very interesting distinction.

@Lisa Gerber@Shonali I STRONGLY agree with your point about products and services. We try to make them out to be vastly different. That's bologna. Both require money...that's enough for me. People keep saying I'm talking about a 'product' with my pools. That's nuts. Sure, there are materials involved, but there is a HUGE service end to the deal as well. I do web coaching all day long. And I build pools too. And the principles of setting proper expectations and educating consumers and attracting search engines do.....not.....vary.

@NEMultimedia Now THAT is how it's done! Great example!!

@3HatsComm@Shonali Here's where I don't think people fully understand what I'm trying to say when it comes to pricing. The key is 'addressing' the question, not always 'answering' the question on your website. It's funny how I've heard so many folks here and on Gini's site 'explain' why they can't give exact prices but then say they can't apply that to their site. Because an explanation of why someone 'can't' give pricing is actually addressing the question in the first place--and can easily serve as one's pricing page (which then adds the SEO value because it addressed the question). Does that make any sense? Now granted, minimums are a great idea in my opinion, and ranges are even better, but the idea of simply 'addressing' a question is better than ignoring it...IMO...FWIW....WVUWBLSUTY :-) (west virginia will beat LSU this year!)

This is a great question - I'm glad you brought this up. I read thesaleslion 's piece over at Spin Sucks and agree he made some great points. I know I am always looking for pricing when I go to other sites, so it's only natural that they would expect it on mine. I have two "products" that you can actually buy online - a website critique and hourly consulting. What's nice about that is that since they are lower priced items, it's easy to just send people there and have them buy it. It's easy for them and it's easy for me. The sales pages spell it all out. For larger things, it does get harder. But, like you found, you can waste a LOT of time putting together a proposal for someone who can't afford you. That's happened to me a couple of times and I stopped doing it. Now, the last several people who've asked me about developing a new website get a base number right off the bat. I typically ask them about their budget first, but many don't know. Then, I tell them that my websites start at $___. If they freak out, we can both save time and move on. All that said, I'm considering putting base pricing on my website for SOME of my projects. Website design would be one of those things. Although the cost can vary wildly, I now have an idea of what the base needs to be for it to be worth it all for me to do. I don't see the harm in me putting it out there. I had one guy who REALLY wanted to work with me and kept asking for ways to cut the price - "what if I wrote the copy myself?" or "what if we nixed X". I tried working with him, but eventually, it became clear that there wasn't anything I could do to get into his budget range. And, if he knew that up front, it would have saved us both. I'm looking a productizing other services as well. I think this is just how the world is moving. I think that makes it so much easier from the client's perspective. It certainly wouldn't work for everything, but I think it can work for some things. Sorry for the long comment. As you can tell, this is something I've been wrestling with myself!

@TheJackB You got me thinking of 2 things. 1) I don't see the point of being open for the sake of being open, especially when it comes to earning. I'm not going to tell all of you my salary. Hope we can still be friends. (here I'm agreeing) 2) On the other hand. I worked for a company that desperately needed a new name. We considered going to a naming firm. I had to spend a whole day wrangling a price out of someone from such a firm. First we had to have all the conversations about why they were worth it. I'm sure they were worth it, but at that price, we flat-out could not afford it, period. Could have saved me a lot of time!

@3HatsComm@Marcus_Sheridan@Shonali Is it a red flag...or just business as usual from a large company? Not that you were necessarily discussing large companies Davina. It's just that my experience of them is that they hate "time & materials" and instead want a fixed project cost. Having been on the receiving end of a T&M contract that went horribly wrong, I can definitely understand why anyone would push for a fixed price.

@EricaAllison@Marcus_Sheridan@Shonali It depends on the project, the more 'boring' the writing or design issue, the more margaritas required. :) And ITA.. said it before, it's apples to oranges.. to a Buick to a home remodel, things will really vary per client, which makes it harder to 'set' price.

@adamtoporek@Marcus_Sheridan I'm all for shortening the sales cycle and see content as an awesome way to get there. You could have different landing pages (tied to a QR code, for example) that are targeted directly to your revenue streams. Great to use at a trade show, conference or in key advertising.

@3HatsComm@Marcus_Sheridan@Shonali How many margaritas does it take to think creatively? I want to know! The thing about what you do (and many others here, me included) is that it does truly vary for each client. There's not really a set formula that you follow to get from a to z and deliver x and y outcomes. For me, that's the biggest stickler of them all. You've all given me a LOT to think about and I love it! Thanks so much!

@TheJackB I definitely hear you and you're not going to see pricing popping up anytime soon for me. It's a gradual process and one that I have to make sure works for me. I agree with your last 2 paragraphs for sure. My parents own a construction company and he's asked all the time for estimates before a project is put out for bid. After having been burned too many times by putting effort and time into creating a legitimate estimate, he now charges them a flat fee for any estimate and if awarded the job, it goes towards the total fee, a credit so to speak. I could see that approach working well for me and other folks here, like @Shonali and her phone consultation fee.

@NEMultimedia I really like the idea of the case studies, or in my case, video interviews with key clients that represent my core competencies/specialties and my best profit streams. I need to trim my services page WAY back and get away from the tiny details and instead focus on the big picture storytelling approach. That's good stuff! I'm liking this idea. I'm still not sure about the fees as some of these are ongoing gigs and people in the same geographic location; however, the content is indeed critical to effective inbound marketing and lead generation.