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Pricing: Are You Being a Con Artist Without Knowing It?

It doesn't pay to sneak around your pricing; stating it up front is a better way to go.
It doesn’t pay to sneak around your pricing; stating it up front is a better way to go.

A short while back we wrote a post about why your final price should include GST, and just recently we talked about how you should structure your prices, so we thought we would add to these and talk about whether you should make your prices freely available on your website.

The internet has changed the way we do many things. It’s changed the way we bank, communicate and work, but if there’s one thing it’s almost entirely revolutionised it’s the way we shop — particularly the way we shop for professional services.

Divulging Your Prices

With the internet at our fingertips — on our computers, smartphones and tablets — we can quickly search any business, any time we like. It’s the first thing most of us do before we pick up the phone to call that business, so it makes sense to provide as much information on your website to encourage people to actually make that call.

Yet, many businesses do not. The most common thing missing from a company’s website: the price. This isn’t uncommon in professional services sector. But it doesn’t mean it’s right, either.

There is not a single business that doesn’t have a basic price structure set out for each service they offer, whether they’re an accountant or a plumber — and, frankly, any business that doesn’t is not a very successful one.

Subject to Change Pricing

Even if your prices are subject to change based on the additional services your clients require, put that basic price on your website and mention the fees for each additional service.

You’ll not only establish a point of difference between you and your competitors, but it also demonstrates transparency. Your potential customers know that they’re not going to get a different price depending on the time of day or day of the week they call you.

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At the end of the day, unless you’re hiding something, there is no reason why you shouldn’t put your prices on your website. We cover pricing in depth in our Small Business Management Course.