Being Upfront with Potential Clients Can Be a Game-Changer By Lenny Ventimiglia, Atlas Digital Whether it’s in your personal life or at work, developing relationships start with trust. This holds especially true in the world of marketing and advertising. The first job I had out of college was in a sales role for an NFL team. In a company that size, its sales training was about as good and thorough as it gets. We practiced daily, role-playing sales scenarios and constantly worked at perfecting our techniques. The one thing that was drilled into us constantly was getting the client to trust us. We had to open up about ourselves if we expected them to open up to us. Shouldn’t we try to use the same approach in our marketing and advertising strategies? Our industry is personal. We are altering peoples’ image and how they feel about themselves. When somebody is at home doing research on how to address their hair loss, why should they trust your company to be the one to help them? One of the best things to do is to break down the walls between you and potential new clients. Don’t be scared to show some of the old “trade secrets”.
not fully understand what you offer when they come to the conclusion that it’s “too expensive.” On the other hand, there are consumers who won’t reach out to a company if they don’t know the price they’d be paying. If you are going to display your pricing, it is important to clearly show the value of what you offer. Information changes situations, so if you can define the value of your service better than your competitor, somebody may be willing to pay more to come to you. Keep in mind your target audience. A younger audience may be more apprehensive to pick up the phone and call you and try to figure out your pricing. They’re more likely to price shop online and click through a bunch of different websites until they find what they’re looking for. An older audience might be more willing to give you a call and ask questions. If you do show your pricing, using qualifiers like "only," "just" and "starting at" on your price list can help make the consumer feel as though they are getting good value. If you want to take a big step toward building immediate trust with potential clients, telling them your prices can be CONTINUED ON PAGE 21
Should I Show My Pricing? Displaying the prices of your services upfront can be a tricky decision. If you are selling physical products or using e-commerce on your website, it is most likely necessary. However, if you are providing a service, you may not mention pricing at all until somebody comes into your place of business. So is it better to hide the prices of our services or to show them upfront? On one hand, people will see the price and immediately define the value of your services. This can cause somebody to look at a price, tell themselves no, and look for a cheaper solution. They may THE LINK MAGAZINE
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