A simple explanation of why you shouldn't hide your prices
Posted: Mon Jan 27, 2025 9:44 am
Any avoidance of answering the price question is not liked by clients. Today, everyone knows such pricing technologies as splitting and filling, as well as the "sandwich" rule. But this knowledge is not enough. It is much more important to know what to do before implementing these methods.
A special study was conducted at Santa Clara University, for which 530 clients from the B2B sector were involved. Based on the results, about 30 actions of sellers were identified that are necessary for a successful deal. The most important are the manager's full answers to all questions that arise from the client. Each answer should be cpa email list supported by relevant and useful information.
Why You Shouldn't Hide Prices
Clients always expect specifics from the seller regarding the price of a given product. They get irritated when the manager tries to change the subject. If there is no quick and specific answer to the question of how much a particular product costs, the client may suspect the seller of deliberately delaying this moment in order to extract more information and then announce a high price. In this way, a potential buyer can become a real one, trapped in his own needs.
Such concerns force the client to turn on the defense mechanism. And the more the seller resists, without giving a specific answer, the more his opponent defends himself. In such conditions, collecting client information becomes much more difficult: the client who is defending himself will not voluntarily share it. And without this data, it is impossible to form and announce the correct price.
The option of avoiding an answer is ineffective, since it creates mistrust on the part of the target audience and creates a difficult-to-remove barrier in relationships.
If the client is a company, it will likely have several decision makers on its staff. During the first meeting with one of these people, you will only be able to gather superficial information about the client's needs, on the basis of which you can only form an approximate price. There is nothing shameful in voicing this approximate guideline immediately after the first conversation. At least this way you will save time.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
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How to define your target audience without mistakes?
A proven guide to defining a company's target audience
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doc 3.4 mb
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Formula for naming a price to a client
Let's take the following approximate remark from a manager as an example: "Alexey, now let's talk about the price. Look, these sofas are initially sold at 45 thousand rubles. But today we are giving a 20% discount on them. It turns out that the price drops to 36 thousand rubles. But that's not all! If you also want to buy this armchair, we will sell the sofa at a special price of 23,900 rubles. And we will deliver all the goods absolutely free! By the way, Alexey, to what address should I deliver it to you?"
Address by name
When delivering a speech, you should at least once address the client by name. This is pleasant for any person. And you will thus win his favor.
Use of the phrase "look"
With this special word you take the initiative into your own hands. Instead, you can use the phrase "Let me tell you...". By voicing the price using this construction, you strengthen your position as a seller. After that, you can move on to the stage of pressing the client.
Discount
Announcement of the discount is not mandatory and is given here as a possible example. In this case, it is nothing more than a marketing ploy and is not connected with a real markdown.
A special study was conducted at Santa Clara University, for which 530 clients from the B2B sector were involved. Based on the results, about 30 actions of sellers were identified that are necessary for a successful deal. The most important are the manager's full answers to all questions that arise from the client. Each answer should be cpa email list supported by relevant and useful information.
Why You Shouldn't Hide Prices
Clients always expect specifics from the seller regarding the price of a given product. They get irritated when the manager tries to change the subject. If there is no quick and specific answer to the question of how much a particular product costs, the client may suspect the seller of deliberately delaying this moment in order to extract more information and then announce a high price. In this way, a potential buyer can become a real one, trapped in his own needs.
Such concerns force the client to turn on the defense mechanism. And the more the seller resists, without giving a specific answer, the more his opponent defends himself. In such conditions, collecting client information becomes much more difficult: the client who is defending himself will not voluntarily share it. And without this data, it is impossible to form and announce the correct price.
The option of avoiding an answer is ineffective, since it creates mistrust on the part of the target audience and creates a difficult-to-remove barrier in relationships.
If the client is a company, it will likely have several decision makers on its staff. During the first meeting with one of these people, you will only be able to gather superficial information about the client's needs, on the basis of which you can only form an approximate price. There is nothing shameful in voicing this approximate guideline immediately after the first conversation. At least this way you will save time.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience
Download the collection for free
pdf 8.3 mb
doc 3.4 mb
Already downloaded
153391
Formula for naming a price to a client
Let's take the following approximate remark from a manager as an example: "Alexey, now let's talk about the price. Look, these sofas are initially sold at 45 thousand rubles. But today we are giving a 20% discount on them. It turns out that the price drops to 36 thousand rubles. But that's not all! If you also want to buy this armchair, we will sell the sofa at a special price of 23,900 rubles. And we will deliver all the goods absolutely free! By the way, Alexey, to what address should I deliver it to you?"
Address by name
When delivering a speech, you should at least once address the client by name. This is pleasant for any person. And you will thus win his favor.
Use of the phrase "look"
With this special word you take the initiative into your own hands. Instead, you can use the phrase "Let me tell you...". By voicing the price using this construction, you strengthen your position as a seller. After that, you can move on to the stage of pressing the client.
Discount
Announcement of the discount is not mandatory and is given here as a possible example. In this case, it is nothing more than a marketing ploy and is not connected with a real markdown.