So the question is, should you as a B2B or any type of business really, should you be talking about cost and price of your product or services on your website?
Mm-hmm (affirmative), great debate, right?
Well that’s what we’re gonna talk about in today’s video.
Hey folks, Marcus Sheridan here, and you may notice in the background that we’re at Inbound 2018 and they’ve been talking today about a subject I been talkin’ about for like seven years, which is the importance for us to talk about cost and price on our website.
Now before you turn off this video and say, “No way,” we’ll stay with me for a second.
So when you as a buyer, as a searcher, when you’re looking for cost and price and you can’t find it on a website, how do you feel?
Well you get frustrated. When you get frustrated, you say to yourself, “Um, I’m sure it’s here somewhere. I’ll just keep digging.” No, you don’t do that, or do you say, “Well that’s okay they’re not talking about it, they’re a value based business.” Never, because instead of doing that, you, as the buyer, you as the searcher, you just keep searching, and you search until you find the answer.
Who ever gives you the answer, generally speaking, that’s who’s gonna win your trust, that’s who’s gonna get the phone call, and often times that’s who’s gonna get your business.
This is how we are as buyers and searchers and consumers today. Yet, not withstanding, if I said to you, “So do you talk about it on your website, especially if you’re a B2B service based business?” You’re probably thinking, ‘Well we can’t do that.’ Yeah, well most say that until they realize what’s possible.
You see, there’s three major reasons why so many businesses don’t talk about cost and price on their website.
First one is we don’t want our competitors to know, second one is every job is different, the third one is we don’t wanna scare them away.
So let’s dissect those because they’re pretty crazy when you think about it.
First one, competition.
If I came to you or your sales team and I said, “Do you have a really good sense as to what your competitors charge?” What would they say?
They’d be like, “Yeah, of course we do, we’ve been in the game for a long time.”
So here’s the big secret, if you have a great sense as to what they charge, yup, that’s right, they have a great sense as to what you charge.
You see this is the big secret non-secret, everybody acts like nobody knows what everybody’s charging when in reality everybody essentially knows what everybody’s charging, but besides that, when was the last time your competitors actually paid your bills?
Isn’t it crazy, we allow them to stand between us and that magical thing that we call trust. I know, it’s nuts, doesn’t make any sense, but we keep doing this.
Every Job is Different
Now the second reason we said is because every job is different.
True, but let’s say I came to you as a prospect and I said, “Can you help me understand what would drive the cost of your product or service up?” What would you say? You’re like, “Yeah, sure.”
If I came to you and I said, “Can you help me understand what will keep the cost of your product or service down?” What would you say? You’d be like, “Yeah, no problem.”
If I came to you and I said, “You know what, you gave me a price, you gave me a quote, I appreciate that. I also got a price from your competitors, and this is what I’m finding. There’s differences, some of you are up here, some of you are down here, help me understand why there’s such a delta in your industry.” Could you answer that?
Of course you can because you’ve answered that a million times, especially if you’re in sales. So if you’ve answered a million times, why do we continue to allow them to answer the question?
We Don’t Want to Scare Them Away
Third reason is I don’t wanna scare them away, but what we all have established is the thing that actually scares us away is buyers and searchers and consumers is when they don’t talk about the thing.
Ignorance leads to inertia.
When we don’t know, we stop, we pull out, and this is happening all over the world.
Folks, today’s buyer has changed. Heck, even HubSpot today finally, after seven years on the keynote stage, they’ve said, “We’ve got to, regardless of B2B or B2C, start talking about cost and price on our website.”
The reality is if you do, if you explain it well, you will actually de-commoditize that thing that you sell. But if you live in this state of don’t talk about it until we’re in front of the prospect, we will promote unintentional ignorance and we will accidentally commoditize the very thing we’re trying to de-commoditize.
This is our challenge, let’s meet today’s buyer, let’s talk about cost and price, and look, if you can’t get behind on this, I will come out to your team and we will get the buy-in because it is essential.
Last point about this, for five years now, we’ve been working with clients, half of which are B2B, and for over 90% of these clients, the number one traffic, lead and sales generating content has to do with, yes, that’s right, cost and price. The data is there, the analytics are there, it’s inarguable at this point, and I hope this helps.
Until the next time, let’s get to work.