Price is one factor that can affect how potential customers view our business. The question becomes: Should you list your prices on your website or not? Kendra Perry attempts to answer this question by looking at it from the viewpoint of a new entrepreneur. Kendra lays out the pros and cons of disclosing your prices and the whys and why-nots of listing your price. Tune in for more on insights on creating successful coaching business.
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To List Your Prices? Or Not To List?
I hope you are doing amazing. It’s a beautiful warm day. I have got the sun streaming in my face. It’s making me squint a little bit, but it feels nice. We are in spring now and I love spring. I love all the seasons. I don’t think I could live anywhere tropical with no distinct four seasons because every season feels exciting and there’s always a new sport to do. Winter is done. I’m putting my skis away and now I’m getting into camping. I love spring camping. It’s a little bit cold, but it’s always so amazing because the campsites are not busy. People aren’t that keen, which is great. I also get to start biking too. I’m feeling excited.
I want to talk about pricing and whether you should post your prices on your website or wherever. This is a question that I get all the time from my students. Before we dive into this episode, I want to tell you about a very exciting live workshop that I have happening. The workshop is happening on the 19th at 8:00 AM Pacific. There’s not much time left to get in. If you are reading this on the 19th or 20th, then you have probably missed it. That’s okay. I’m going to do it again in the future.
This is my super popular live workshop called the Zero 2 Booked Sales Workshop. This is my sales training, where we dive into the energetics of selling. There’s a little bit of woo in there. It’s very fun. I will walk you through how exactly to lead an effective and high-converting sales call. If you get onto your sales calls and feel flustered, don’t know what to say or feel gross when it’s time to pitch or don’t know how to lead these calls, then this workshop is 100% for you.
On top of this, those who sign up are going to get a copy of my 100K Sales Script. This is the exact script that I used to sell out my high-ticket mastermind when I did that a couple of years ago. I made $150,000 in sales in less than six weeks. It’s not bad. On top of that, this sales script has generated almost $1 million in sales between myself and my HCA students. You will get access to this if you join the workshop. I could sell this workshop for $1,000 because people take this script and go sell hundreds of clients, but you can get in for only $27. It’s basically free.
I wanted to charge because I want to make sure that I have committed people ready to sign up, be there, do the work, and be engaged. If that sounds like you, I highly recommend signing up for the Zero 2 Booked Sales Workshop. If you can’t make it live to our morning, that’s cool. I will be sending out a replay and you will get lifetime access to both the workshop and the script. Even if you can’t show up live, it will still be incredibly valuable to you.
Let’s dive into this episode. Should you post your prices on your website? The short answer is no. The long answer is maybe and it depends. Let’s dive into when you should not post your prices on your website. I believe when you are new and you aren’t fully booked out with clients, then I don’t think you should be posting your prices on your website. There are a few different reasons for this. For example, pricing is something that we have all been socially conditioned to look for the lowest price point. This isn’t true for everyone.
At this point in my life, I have invested in myself enough, so the price isn’t my primary determinant when I decide to work with someone or not. It’s also not my primary determinant when I go to the grocery store and look for food. I would prefer quality over price point, but when I was younger, I didn’t have the education around quality. I would always go for a lower price point and most people are concerned about money. When you list your prices on your website, you reduce the number of people who are going to sign up for sales calls.
Just because somebody sees a price point and feels like it’s a little bit out of their abilities or budgets does not mean that they wouldn’t sign up for your program were they to sign up for a call because you are not selling shitty tomatoes or a shitty vacuum. You are selling transformation. People need to understand the value of what you offer. If they are looking at the price point, that’s all they are going to use to compare you. They are going to be like, “It’s $1,400. No.” They are going to walk away. Whereas if they were to get on a call with you and see its value, they will be like, “This program could literally change my life. I’m going to make it work.” That can happen all the time.
As soon as you list your price points, they are going to look at that and they are going to go look for a coach that’s cheaper. It’s not everyone, but this is for most people. It ends up being a reason why people won’t sign up for the call. As a new coach who isn’t fully booked out, you haven’t developed a waitlist practice. That’s a problem because not only do you need practice with sales calls, not only do you need to do a lot of sales calls to get good at them, but you don’t want to be turning people away. You are not in the position to turn people away.
If you are further along in your business and you are getting a ton of sales calls, you are getting more than you can handle and your practice is fairly booked or your waitlist and client acquisition and incoming prospective clients isn’t a problem, then that might be a good time to list your prices on your website. I did do this at one point in my health coaching business. I did it initially with no prices. If they wanted to know the price, they had to hop on the call with me.
At one point, I was busy. I remember this one week. It was 30 sales calls in a week. I was like, “It was too much.” A lot of those people couldn’t afford it. They didn’t want to do the investment. That was the point at which I started posting my prices because I didn’t want to turn people away because I had too many. Until you are in that position, I will not be listing your prices. Some people get annoyed with this because they are like, “That’s annoying. I would never work with anyone who didn’t list their prices. I don’t have time to get on a sales call.”
If you don’t have time to get on a sales call with me, you don’t have time to complete my program and it’s not a good fit for you anyway. It’s important early on in your business to omit those from your website. If people ask for the price point, then you tell them, “I disclose my price point on a call. You are welcome to sign up for a call.” If they are not willing to, it’s a sign that they might be a high-maintenance client. If they get upset about that, they might be a little high maintenance or may be unwilling to do the work.
There are certain situations where I might disclose it. When we are talking about one-on-one, the only place you should disclose the price point is on your sales call. Maybe someone reaches out to you and they are like, “I’m not in a good financial place right now, but I’m interested in working with you. I want to save up. Can you tell me the price point so I can get prepared?” In that situation, I would probably tell them.
I have this question from a Group Program Academy student. She is live-launching her program. She is running it live and then there’s a period where the program is not available when she is running it until the next live launch. She was like, “I’m getting people reaching out to me and asking me how much it is, but at this point, I don’t even know how much it is. Should I be disclosing this?” It’s fine to give people a price range, especially when it’s a group program and it’s not available right now.
Typically, people want to get an idea so they can start saving up. I would let them know the general price point like, “It’s probably going to be in the $1,500 to $2,000 range, but know that I have not confirmed the pricing and it might be different. That’s where we are thinking right now, but it might be more or less.” I would say something like that. There are certain situations where you would disclose the price point.
If you can’t afford to turn people away right now and you haven’t mastered selling and don’t have a waitlist practice, I would not list your prices on your website because it will reduce the number of people who sign up for your call. It’s unfortunate because you will end up losing people who may have said yes had they talked to you, but the price gave them a little trigger or a little bit of fear and they walked away without even giving you a chance. That’s what I have to say about that. I hope this helps.
If you want to sign up for my Zero 2 Booked Sales Workshop and learn how to sell on a sales call in a non-salesy, loving, and compassionate manner, I highly encourage you to sign up. If you are someone who hates sales and you don’t feel good on sales calls, you are going to love this because once you learn my script, you may start to love sales. For some people, after they learn my script, it becomes the most favorite thing that they do in their business. I hope you enjoyed this episode. If you have any questions, feel free to send me a direct message on Instagram. My handle is @KendraPerryInc. I will see you in the next episode next Monday, same time, same place where I help you become wealthy AF.