Le𒁏t’s say you’re buying something you’ve never purchased before — ✱and this is a big-ticket item. 

As you begin doing research, what’s the first questio🐟n on your mind?

What will it cost?

Businesses Are Aꦑfraid to Taꦬlk About The #1 Thing On Every Buyer’s Mind

It doesn’t matter whether you’re buying a snowblower or renter’s insurance, an electric fen🔜ce for your dog or inventory software for your business, the first question on your mind is always the same.

Every buyer wants to know it, but 澳洲幸运5开奖官网在线查询开奖结果:many businesses won’t reveal it.

Instead of being upfront about price, man𓂃y businesses are secretive and cagey. They force would-be buyers to jump through hoops before they can get the number they’re looking𝔍 for. 

You know what I mean: 

Talk to sales

Call for your free quote

Schedule a demo

Meet with an account manager

And so on.

Below, I’ll explain why this is a nonse💮nse approach — and I’ll use real-world examples to show you the right way to talk about the price of whatever you sell.

‘We can’t just openly talk about price!’

澳洲幸运5开奖官网在线查询开奖结果:When I start working with a business, this is one of my first areas of focus. I tell my clients, if you’re not talking openly about price, you’re not building trust with your audien🎐ce.  

And they get it💟. At least in theory. Still, every time, I hear the s🥀ame three objections:

“Our pricing is complicated.”

“I’m afraid the number will scare some buyers away.”

“I don’t want my competitors to know what we charge.”

Because🎀 I’ve heard these so many times, I have my responses💟 for each:

• “Our pricing is complicated.” Okay, I get it. Price is often complex. But if you had a buyer ask you this question in the sale process, would you have an answer? A price range? A ballpark figure before they get a specific quote? Of course you would. So, 澳洲幸运5开奖官网在线查询开奖结果:put the p﷽rice range on your website, even if it’s a big range. Any buyer is going to understand that there are variables that impact pricing. They just want an idea. 
• “I’m afraid the number will scare some buyers away.” Will some visitors see your price and get sticker shock? Possibly. But you’re educating them, not selling them, so the effect is different. And let’s be honest, are those people likely to become customers? Would you want your sales team to spend time talking to people who can’t afford you? I have yet to see any evidence that suggests that information about pricing scares away legitimate customers. In fact, it’s very much the opposite.
• “I don’t want my competitors to know what we charge.” Whenever I hear this objection, I ask the same question in response: Do you know what your competitors charge? I’ve never heard anyone say no. If you already know what your competitors charge, there’s a pretty good chance they already know what you charge, too. 

So, these three main objections are invalid. It’s time to stop making excuses and do t🍒he one thing all of your buyers want you to do. The one thing that will instantly build trust with your audience.  

It’s time to talk about price. 

Here’s how to do it.

Your top priority: Educating your customers about your industry

Being open about price doesn’t m𝓀ean just putting up a PDF price list. It's about educating your audience on how pricing works in your industry. 

If you only talk about yourself, buye🔯rs may think you’re an outlier. If you talk about the industry as a whole, you can educate you𓆏r buyers more broadly. You go from being a company that’s selling something to being an educator in your space.

Once you’ve done that, you can explain how your team does things differently. That way, you can still be an outli♊er, but on your own terms.  

Below, I’ve put some examples fro🍸m a diverse list of real companies. They openly talk about price in their industry, and then add specifics unique to their busi🏅ness. 

ꦫLet’s look at these examples. You can follow the links to read the 🃏full articles for more information.

1. PartnerMD:

People are iꦛnherently skeptical of the pricing structure in the healthcare field. Here, PartnerMD counteracts that b൩y being utterly transparent.

A few paragraphs into the article, you see a pricing breakdown tཧhat provides a range. Then, you see PartnerMD’s offerings alongside others in the industry. 

It’s a pretty big price range, but it gives prospects an idea of♓ what they can expect to spe♓nd.

2. Avian Mobility:

Avian Mobility sells medical vans to hospitals and directly to people with limited mobility. These are big purchases that are likely customized to each unique use case.

Next, the company provides a thorough rundown of wha✃t medical v𝄹ans cost, including specifics for different features.

3. Custom Built Design & Remodeling:

Perhaps nothing comes with m🉐ore variables than construction projects. Even so, Michigan-based Custom Built Design & Remodeling put together this information to help their customers understand the cost of a deck.&n𒉰bsp;

In the article you’ll see a pretty big range ($25,0🐻00-$75,000) along with information about what’s behind those numbers. 

Two extra things I love about this article from Custom ಌBuilt:

1. There’s a section explaining variables you CAN control and variables🍃 you CAN’T control. It’s important people know the 𓃲difference.

2. There’s a video that covers the same explanation. Some people want to readꦕ. Some people want to watch. Some people want to do both. It’s good to provide them with options.

4. Zoe Marketing and Communications:

Lastly, we have Zoe Marketing🧸 an🧔d Communications explaining the cost of sponsored content. 

The cost of services is always harder to explain, but this article does a great job w⛎alܫking readers through all of the variables someone outside the industry might not think of. 

Give your customers what they want

No🐭 matter what you sell, your buyersꦛ want to know what it costs. It’s the first question on their minds. 

If you’ve never addressed price on your website, remember that you should focus first on the industry as a whole — and then on your own o♉fferings. 

When you do, you build trust w📖ith buyers who will appreciate your transparency. 

Now it’s your turn. 

Use the examples above as inspiration to finally give🐼 your customers what they want. This way, you’ll get more educated, mor♏e qualified leads entering your sales process. 

It’s really a win-win.

But I know it’s not as easy as I make it seem ൲here. For one, you have to convince your team from top to bottom that this is the right path to take. 🐓Often, that’s the hardest part. 

If you see the importance but aren’t sure how to get started, 澳洲幸运5开奖官网在线查询开奖结果:reach out and talk to me. We train companies like yours — and like the ones above💯 — to become the brands their buyers trust. 

The first ཧstep is helping those buyers understand what they’re going to spend.