eSelling Moment of Brilliance | When you can’t or won’t publish product prices, remember

Although went off the airwaves more than three years ago, there’s still plenty of lessons to be learned from this award-winning Website.

Publishing product prices is one of them.

Most companies shy away from providing detailed product prices on their Websites for several reasons.

Some don’t want the hassle associated with constantly updating their sites when prices change.

Others believe that publishing prices is the road to ruin. Without the ability to demonstrate value, a high price is likely to eliminate the company from a buyer’s long list.

And then there’s the hardy bunch that are using price as a gambit to prove the Website’s value. In the absence of pricing, a prospect’s only option is to contact the company which, in turn, adds another name to the company’s Website-related sales pipeline. And everybody knows that a fat pipeline (accurate or not) is a great way to prove a site’s value.

Unfortunately, there are a couple of major problems with this approach.

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Category: Case Study

Class: Best Practice, Golden Oldie

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About the Author:

I focus on strategy and trends – and how the Web turns business rules on their heads. My job is to identify the Web-related trends and best practices that will change your world over the next 18 months. Where you need to cut through the clutter of conventional wisdom. How to change the competitive rules of the game. More gory details in my profile -- and unvarnished opinions about the sites we evaluate on Google+