How to Show Pricing On Your Website (When You Sell Services)

Just because you don't have a product, doesn't mean you can't be transparent.

Nov 11, 2022

Hi! 👋

Welcome to the 114,246 people on top of their Fantasy League. This is the B2B Bite - your portal into a realm where marketing helps solution providers win new business instead of just making decks look pretty.

Not a subscriber? Let’s fix that.

"We sell services - it's impossible to put pricing on our website."

I hear this all the time. And - frankly - it is total BS.

You’re just trying to find an excuse to not give anything away to your competitors.

But the reality is that it’s hurting your business. Because in 2022 - for every kind of business - it’s is good practice to make your pricing public and visible.

Why?

It distinguishes you from other vendors in your market who are unwilling/unable to be transparent.
It positions you in the market as a company willing to go above and beyond to help prospects evaluate their options.
It helps customers self-qualify so they don't waste time submitting RFPs that ultimately result in them not being able to afford you.

Yet the majority of services-based businesses don't do it. You'll usually hear one of the following excuses:

"We're not a product company. Each project is unique and we price accordingly."

(you have options - see below)

"We're scared our competitors will know how much we charge!"

(they already do)

"We really need to speak to a prospect to justify the price."

(this is f-ed up and you have bigger problems to solve)

So here is what I suggest you do.

🟡 Share Your Minimum Project Fee

There will be a number that you just won't get out of bed for. Be upfront about it so prospects know where how to position you against the rest of the market.

🟡 Share Examples of What Other Clients Paid

Double whammy. You demonstrate credibility by showing off some nice logos and it gives you an opportunity to justify pricing against the specific challenges these kinds of customers face.

🟡 Give a % as a Proportion of Revenue

I haven't seen this in the wild but saying something like "our packages are usually a good fit for organisations with $20m ARR" at least gives a sense of direction.

*****

If you're still worried then the best thing to do is run a test. Put pricing on your website for 3-6 months and see what happens.

Do you get more inquiries?

Has the quality RFPs gone up?

Are you closing deals quicker?

I'm willing to bet big money the answer is yes. But you'll only know if you try. 😉

❤️ Some articles I’ve recently read and loved:

Have a burning question on marketing a solutions provider? Drop me an email at jason@b2b-better.com and I’ll answer it in the next edition of B2B Bite.

🎙️ Every week, I sit down with a kick-ass B2B marketer to discuss how they are changing the game around winning new business. Here’s the most recent interview.

🚨 NEW EPISODE 🚨

How a Roofing Specialist Grew Its TikTok Following by 300% in Eight Weeks

Quick one before we get into the usual pleasantries…

This interview is a bit different to other episodes of B2B Better.

More guests, more narrative, more music. More… quality (in my humble opinion)

It would mean the world if you could share your feedback on whether you prefer the new format. Just send me an email.

Listen here:

On Spotify
Or Apple Podcasts
You can listen on any other podcast directory too.
(Seriously - I’m everywhere. (ooOOoo)

In this episode, I sit down with VILPE - a speciality roofing ventilation equipment manufacturer based out of Finland.

We talked about exhibiting at expensive trade shows, how to not send rubbish cold emails and... just kidding. We spoke about TikTok.

Why? Because they have built a following of 80,000 followers in under 12 months. And it's starting to yield some awe-inspiring business results.

This is a story of rejecting the status quo in how to win new business even in traditional industries.

We covered:

What are the three core principles of building a successful TikTok strategy?
How did VILPE jump from 20k to 80k followers in eight weeks?
What business results have they seen? (hint - they have never had more job applications)

B2B Bite