Internet Marketing – Do you put prices on your website? I don’t. Here’s why-1

Mark Wickersham (UK):

In this post I’m going to
explain why you absolutely shouldn’t
put prices on your website.

in this post I’m going to
explain why you absolutely shouldn’t
put prices on your website.
To illustrate what I mean, I’d like to
talk about one UK firm of Chartered
Accountants who does display its –
shockingly low – prices on its website.
In fact, one of their case studies even
boasts about how much they can save
you: “Their existing accountant charged
them £650. We charged £390 – a 40%
With examples like that, is it any
wonder most accountants and bookkeepers
are working far too many hours, for far
too little money? Or that they’re far
too stressed?
You get what you pay for.
So, what’s the problem? Well,
generally, whenever firms put their
prices on a website, it’s because they
want to win more business. And, because
they want to win more business, they
keep their prices low.
But what this
does is create the wrong anchor. I’m
sure you’ve heard the phrase:
“You get what you pay for in this world.”?
We all know there’s a link between price
and quality and so, when we see
something that’s incredibly cheap, we
assume – usually quite rightly – that
it’s not very good quality.
Would you like difficult clients?
Also, we all know that some people just
want the cheapest option. And that
often they’re also the people who are
most likely to complain, and the most
likely to leave as soon as they find
someone cheaper.
And I promise you, by
displaying its prices and boasting
about how cheap it is, this firm is
going to attract exactly those people.

(More of Mark!)

Better pricing = higher profits 
If you have a service business, you can
earn much more from this series.
Also, Mark runs a programme called
Price Consulting, and he teaches
accountants/bookkeepers how to help
their customers with their pricing. 
Thank you for the positive response to
posts on this topic and the action taken.
Please tell your friends!
Those links again:
Effective Pricing for Accountants (book)
The complete guide to menu pricing – NEW!
(video training programme)
How to build a successful bookkeeping
business (book)
How to build a successful bookkeeping
business (video training programme)
Grab them NOW and claim the true income
that you earn!
Price accounting and consulting
services more profitably!
Silvia at IFRSbox.
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