Should You Put Prices for Your Program On Your Website?

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Hey healthy ladies!

I’ve received a lot of questions lately asking whether you should include prices on your sales page — so I thought I would share my thoughts on this today.

I personally ALWAYS list the prices of my programs.  The reason I do that is mostly personal preference — so today I’m going to share the reasons why you might or might not choose to display your prices on your website.   

(Of course, the key thing is that you do what works for your business, so it might be a good idea to track what results you get when you do either — and see what really is working.)

First things first, ask yourself - if you were a potential client for your own program, what would you prefer? This is why I decided to put my prices up online.  Because as a client and customer, I like to know the price of the program or course when I come across a coach I would like to work with.  I definitely don’t like to get on a call with them without knowing the investment.  

5 Reasons Why It’s A Good Idea To Have Your Price On Your Sales Page:

1. YOU’LL GET REAL QUALIFIED LEADS

For starters, you’ll get real qualified leads — people who know your prices before they hop on a Discovery Call, and are still interested in working with you!   These people know the price when they sign up for a call, and they’re still raring to go — you know that when these people get on the phone with you they are genuinely interested.

Of course, you’ll never be able to avoid money conversations completely, and you’ll still have people who say that it’s too expensive for them and they can’t afford it. That’s just part of doing business, and money is always the number 1 objection.  But you’ll have LESS of those times when people say they “can’t afford it” if you do list your prices.

2. PEOPLE WILL SEE THE VALUE OF YOUR PROGRAM UP FRONT

One feared drawback is that you won’t be able to take someone through a Discovery Session and help them see the value of your program if your price feels too high for them off the bat.  This is the main reason a lot of people say, “Don’t put your price on your website…because they won’t see the value yet!”

Well, my perspective is that you want people to see the value before they get onto the call  — and really, you shouldn’t be putting a price up that does feel too high anyway.  So, you need to align your pricing with what you truly believe is valuable.

You also need to give lots of valuable, nurturing content to people who might be following you. Grow your “know, like and trust” factor well in advance, so that people do see the value of your services. And they schedule a Discovery Session based on their interest in working with you… not so much based on price.

3. PEOPLE LIKE TO MULL OVER PRICING

The third reason I advise putting your prices up on your sales page is that people do like to “mull over” pricing. They might see the price on your website today — and they will then go away and consider the price and the investment… think it over… check their bank balance, talk to their husband… and let it sink in over a few days or a week. 

So, instead of getting on a Discovery Call where they hear the price for the first time, they’ve got time to think about it before chatting to you.

4. IF THERE’S NO PRICE LISTED, PEOPLE OFTEN ASSUME IT’S EXPENSIVE

If you don’t list your prices on your website, people may assume you’re too expensive — they will quite probably expect the worst, and as a result, they might not apply.  I’m sure many of you have had this experience — where you’ve seen something you like, but there’s no price, and that immediately makes it seem like it’s going to be so expensive. So you don’t go near it.  

5. IT MAKES BOOKING A DISCOVERY CALL LESS INTIMIDATING

Finally, the truth is that scheduling a discovery session can be really intimidating for some people! I was just talking to a client about this — some of us are too nervous to reach out and ask someone for support. 

Not knowing the prices can really exacerbate that — it adds to the ‘unknown’ factor, the uncertainty, and the potential awkwardness for them of hopping on a call.  Nobody wants to get on a call and be put on the spot about money when you’re given a price that you actually can’t afford!

 It also means that YOU don’t have to have all those awkward money conversations in your sales calls!  (BONUS!)  I remember when I first started, and didn’t list my prices on my website, the sales call would be going great… And then we’d get to the point where we’d talk about money, and the client would be like “Alright, hit me with it!” Ugh.  That’s such a horrible energy, and you then have to come back to them and tell them the price feeling a big ‘ick’ factor.

So, those are the reasons for me personally, why I do choose to put my prices on my website.

  

Sidenote: Because I get asked this — in the event that you don’t have a single price point for your services or products — you can just say “Starting at…”, and then share your lowest price.  

I’m also going to share the other side of this conversation, because I know that other people teach this perspective — and you can then make up your own mind. :-)


3 Reasons You Might Not Want To Put Your Prices On Your Sales Page:

1. IT LENDS AN AIR OF EXCLUSIVITY

If you want your offer to be really exclusive and high-end, it can work to keep the price off your page to keep that “air of exclusivity” which {Price On Application} can offer. So if you’re looking to attract that kind of buyer, and you want the target market that only wants to buying the best… it can work.
 

2. YOU AVOID THE IMMEDIATE ‘NO WAY’ REACTION

Another reason you might not want to put your prices up on your site, is that you won’t get those immediate gut “no-way’s” where people decide instantly that they can’t afford it.  They think it’s too expensive, and they’re gone. So maybe… if you didn’t have the price up… they may get on the phone and you might have a conversation first.

(Which takes me onto the next point…)

3. YOU ROCK AT SALES CONVERSATIONS

You might personally prefer to get someone on the phone, and feel very confident sharing the full value of your business with them that way — you know that you can do so much better at getting them to understand the value of your biz that way, more so than a sales page ever could! 

But of course, to me it’s chicken and egg here, because you need to get them on the phone in the first place!  Ideally, packaging up your services in a really valuable way — creating a compelling offer that solves your ideal client’s pain-points and desires — having a sales page that is written in a way that sells — and giving away lots of valuable free content are all marketing tools that will do a lot of selling BEFORE someone gets on a Discovery Call with you.

So… those are the reasons I personally put up my prices on my website and sales page.  But I would love to hear your thoughts, your comments, and we can absolutely have a chat about this!

Love,
Amanda xx