By David Holland

December 3, 2021


When was the last time you purchased anything without having an idea of price?

I’ve been thinking about Black Friday, Christmas, and everything that goes with that a lot recently, and it’s amazing how price-driven we are when it comes to making those purchases.

Now, perhaps if something cost less than a fiver then you weren’t particularly bothered about the price, and you tapped your card on the reader and went on your merry way.

But I reckon that we all, even if subconsciously, check the price every time we buy something. 

And that’s as much about marketing as it is about how much it’s worth…

Scratch their itch  

Any salesperson knows that as soon as someone asks for a price, they’re considering purchasing…

We’ve all been there – if you’re looking at a new car, you’re doing the mental calculations and justifying the price to yourself.

When someone arrives on your website to check out your credentials and see whether you’ve got what they’re looking for, there’s one question that’s always on their mind:

How much will this cost?

So, what’s the best thing you can do for a new customer arriving on your site? 

Make it simple. 

If the most common question people have is how much it costs, then incorporate it into your website! Add a ‘get a quote button or a ‘what does it cost’ page.

Because removing that friction makes it easier for people to make that purchase. 

And besides that, the other thing that people LOVE to do when they arrive on a website is to CLICK something.

This is an easy win because you can pop a big button that they can see quickly on your homepage and label it with phrases that will help you get visitors into your marketing funnel.

The irresistible click 

On more than one occasion, I’ve found myself down a rabbit hole of information on the internet thanks to my propensity to keep clicking. 

And despite it being a simple idea, it’s had a HUGE impact on the way we use the internet.

I’m talking, of course, about the click button. 

I realise we’re more likely to be tapping on a touchscreen than physically clicking a mouse when browsing now, but the point still remains.

We can’t resist a well-designed, carefully crafted and skilfully intentioned click button – and it’ll attract the right visitors.

The lure of more information or something unknown being behind the button tempts us to click through – it’s a bit like those branded stands at supermarkets handing out a brand-new liqueur or tiny chocolates, which somehow feel strangely intriguing. 

And the opposite is true, too. If there’s nowhere to click on a website, then it gives me the vibe that they’re not interested in me engaging with me…

Admittedly I do have some pushback on this because the natural response is that they need more information before responding accurately to a client enquiry.

BUT the first rule of sales is to give the customer what they want – and they want to find out what it costs. So do it! 

And sure, every business is different.

If your price varies depending on various factors, you need to reflect on what you would do in an in-person scenario…

Ask them questions to narrow down their specification and try to answer them by sending them to relevant pages and giving them an idea of costs.

You want to set expectations from the outset so that by the time you’re in conversation with them, you’re singing from the same hymn sheet.

Every business could do a better job of igniting that initial conversation.

The Price Motivation

The thing about the Sales Circuit is that it’s a journey.

If you can get a visitor to click and give you their contact details, you’re off and running.

People won’t give you their contact details if they’re not ready to start a conversation – and sure, nothing is ever cut and dried, but this is a big leap forward.

When I first got into marketing (I’ll let you guess how many years ago), this was a MUCH harder step in the cycle.

But attitudes to the internet, websites, and buying online have changed significantly in recent years. And that’s only accelerated in the last couple of years.

Email has come full circle. Once upon a time, receiving an email was exciting, but as it became more and more popular, spam became a thing, and people stopped paying as much attention.

But it’s easier than you think now.

Understanding the motivation of your visitors and responding accordingly can increase the number of clicks and contact information captured on your website.

But you do have to remember why they’re on your website – because they’re interested in how you can help them… but they want an idea of cost first.

In an in-person sales scenario, what would you do if someone asked you the price?

You’d do one of two things:

  • Tell them the price if there’s a set price
  • Or qualify their request by asking a few questions to find out more info

So, if there’s a button on your site that says, ‘find out the price’, wouldn’t it make sense to respond in the same way?

Now you have their attention

This is the most important stage of the cycle – the beginning.

It’s where you grab their attention, and you must get this right.

A visitor that gives you their information or clicks a button is investing trust in you, so it’s over to you to build that trust to the point where they’re ready to buy.

But it’s not just that – a clicked button is also an opportunity to evaluate whether someone’s right for your business.

If the price or quote is out of kilter with their expectations, then perhaps it’s not the right option for them, and maybe they’re not the best fit for you.

The message you MUST remember is this:

If a prospect has expressed an interest in what you do, you owe it to them to try and satisfy that interest. 

And if you do it right, then you can start a fully automated, genuine, and mutually beneficial conversation that could lead to a lifelong business relationship. 

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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