Marcus Sheridan wrote a killer piece (we expect nothing less) last week over at Spin Sucks, and if I’m not mistaken, he is also leading a webinar over there
today Thursday, “Content’s Ability to Close Sales.” (You can send me the referral fee later, Gini).
If you haven’t read his post on injecting pricing into your website, you should. He gives us five good reasons to do it, some of which I actually agree with and do already…offline. It’s the online part that I struggle with and here’s why.
As I said in my comment in that post, I totally get what Marcus is saying, especially if you sell a product. Marcus sells and installs swimming pools and he very willingly talks about pricing on his website. I sell my time and services to help companies and people communicate more effectively, engage their audiences and market their products. I don’t talk about pricing on my website. I give examples via a client line up and portfolio. Why don’t I talk about pricing?
For starters, as any good consultant will tell you, it depends. Every client and every project is different. What took six weeks for one client may take 12 weeks for another, and we might have to also add in an additional social media campaign just to make it stick. That’s gonna cost ya!
Here’s what I find happens when I don’t address pricing. I get all kinds of leads that are really NOT a match for my services. It’s true. Potential clients like what they see and they want “that” too. By not putting my prices up, or at least a minimum amount or range, I’m welcoming anyone with any budget, or rather, without one, to come calling.
I’m diluting my brand. In reality, by not discussing price, it’s costing me my brand. I’m spending a lot of time with folks that aren’t a fit, rather than immediately attracting the right kind of client with the right budget.
It’s a tough nut to crack when you start discussing pricing in the B2B services world. I’ve not yet figured out how to do it other than to start packaging my services like a product. Robert Dempsey and his company, Dempsey Marketing, are the best examples I can provide that demonstrate how a service oriented business does this really well. He has pricing and products on his website and he’s very clear about it. He just transitioned to this approach in the last few months, and based on our talks, it’s working really well. From where I sit, his brand is stronger too.
As I nodded my head along with Marcus’ post, I found myself thinking, “ok, this is great, but where do I start?” In response to my question, I came up with several more. These are critical, in my opinion, to moving me from contemplation to action. Here goes:
Ultimately, I will do what works for me and my business, with the primary goal of qualifying leads and ultimately converting those folks into not just clients, but kick-butt referrals. Let me know what you think!
Is it worth it to discuss pricing on your website and in your content marketing? Can you afford not to?
Money Image found via Flickr, by AMagill