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If you sell products, the one piece of information that your customers are looking for is how much does it cost. What's surprising is the number of sites especially in the business-to-business space if you don't make any mention of price. This is a major frustration to potential customers. Customers don't want to get involved with sales people until they've got a good understanding of the product and its price point. When I ran a large business-to-business research project a couple of years ago, pricing information was twice as important to business-to-business purchases as a contact phone number was.
That tells you that they want to know how much your products cost way before they want to talk to you. Now, it might be that you are a wholesaler with a distributor network, so you don't feel like you can list prices. However, it's easy enough to list a manufacturer's suggested retail price, and put wholesale prices behind a vendor login, or, you might sell products that have multiple configurations; for instance, photocopiers that can have extra paper trays, binding equipment, and so forth. In this situation, it's fine to list just some common options, so that you give visitors an idea of the price point.
Maybe you offer variable cost service like house-cleaning. In this case, you can give examples based on common situations, or even let visitors use a cost calculator form on your site. Whatever you do to show estimated prices, try to make it happen online rather than resorting to the call-us tactic. Remember, your potential customers are unlikely to want to talk to you until after they've worked at some basic facts for themselves. If your pricing structure really is complex, it's important to explain why you can't provide a quote online. Instead, you might need to provide the materials that people will need in order to do business with you like request for proposal of materials or the necessary codes for government contracts and so on.
If you really feel that you can't put prices up, at least give your potential customers a hint; are you the Rolls-Royce equivalent in your industry, or the pile them high and sell them cheap brand. Help visitors pre-qualify themselves without wasting their time, and yours. By telling people what price range your product is in, you help them work out how likely it is that they will want to do business with you. That can actually save you a bunch of time fielding calls from people who have no intention of buying a product because it's either too cheap or too expensive for what they need.
Remember, people will be looking for prices even if you differentiate yourself another way. If you are worried that your prices don't look competitive, use the pricing page to talk about your feature set, your warranty, the quality of your product, or whatever else it is that you feel differentiates you.
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