Let’s say you want to talk about cost and price on your website, not that you’ve been convinced, but you don’t know how to do it.
Well, that’s what we’re gonna talk about in today’s video.
Hey, folks. Marcus Sheridan here and still at Inbound 2018 where they’ve just told 24,000 people, most of with are B2B, that we’ve got to start addressing cost and price on our website.
Now, I’ve been saying this for seven years and we have another video that talks about the why behind this, but let’s discuss, for a minute, the how. Because, here at Impact, with my agency, and as I’ve consulted with companies, and in the book They Ask, You Answer, we have addressed this subject ad nauseam.
We have seen so many incredible case studies of companies that are willing to talk about, discuss cost and price, but you say, “Well, how do I do that?”
Well, here’s the thing. You don’t need to put a price list. That’s number one. Let’s understand that. But here’s what we must do.
We must educate the marketplace, specifically, we must help them understand. Okay, what’s gonna drive the cost up?
List all those factors that they might consider. At the same time, let’s list what would keep the cost of the product or the service down? Then, once you’ve done that … And this gets really, really important.
Because constantly, people are telling me why they don’t do it, and it comes down to their competitors. Well, we must talk about the marketplace.
Now you don’t necessarily have to talk about your competitors specifically, but you do have to say, “Now look. If you’re researching this thing, if you’re trying to understand costs on this thing, here’s what you’re going to find.” And help them see, “Okay, with certain companies, you might find this. With other companies, you might find this.” Prepare them for what they are going to understand. For what they’re going to see.
And the final element of this is walk them through your pricing process. Especially, if you do this with video, it’s incredibly affective.
For many of you, for you prospects, they don’t know exactly what it’s going to be like when they call you, when they contact you, when they fill out that form. And they say, “Hey, I want to get a price for this thing.”
Show them what that looks like. How long it’s going to take, how easy it’s going to be. And if you can allow that to happen, for them to see that, and to see how simple it is, and how the process is going to work, they’re going to be dramatically more inclined to say, especially to their peers, they’re going to say, “Okay. I get it. Now, I understand. I feel like I have a sense for this, I know what I’m getting myself into.”
And if they say that, you have now won their trust.
So as you can see, you don’t have to say a specific number. But you do have to teach me. You do have to teach the marketplace. You have to help me understand. And if you do that, you’re going to be different, and your prospects are going to notice, and they’re going to trust you.
Until the next time my friends, let’s go get to work.