Does it make sense to disclose the price of your offering on your website?
My thinking about this issue has shifted over time. I used to say you shouldn’t make prices available online. That’s because I strongly believe in value selling, the goal of which is to center the conversation on value first before discussing price. This helps you avoid becoming bogged down by lengthy price negotiations, price objections, and requests for discounts.
I still think it makes sense to establish your value before sharing price with prospects. However, there’s real risk in sharing your price too late. Here are at least four reasons why.
To avoid these risks, I believe it makes sense for most companies to share pricing online, especially if:
However, some companies may still want to avoid disclosing pricing online, particularly if:
One thing you might consider is providing an estimated range, starting point, or ballpark prices on your website. This will help establish a baseline in the prospect’s mind so they can get a reasonable idea of order of magnitude as they conduct their research.
When debating this issue, be sure to think just as much about the prospect’s preferences and needs as your own. Don’t fear taking a more relaxed and open approach—especially if it could help open up more opportunities for your sales team.