It's a scenario that keeps playing out on the internet: I stumble upon a website that eagerly extols the virtues of a product, detailing all its wonderful features, but when it comes to the price, it's nowhere to be found. In some cases, I'm even required to fill out a form just to get a glimpse of the price tag.
Honestly, it makes me want to shake my head in disbelief. What on earth were these website owners thinking? They've invested time and money in advertising and marketing. They've meticulously researched and planned their strategies to lure me into their online store. They've passionately explained all the benefits and made a convincing case for why I need their product right now, today.
And then, they hesitate to close the deal by not revealing the price. It leaves me with only two possible conclusions. Either their product is priced so exorbitantly high that I wouldn't consider purchasing it, or they believe their product is so unique and unrivaled that there's simply nothing comparable or competitive with an online price tag.
But here's a reality check for them – they might be entirely mistaken. By keeping the price under wraps, they risk losing out on potential sales.
I once received some valuable sales training at Home Depot from a fellow who excelled at selling custom kitchens. It was one of those hands-on, one-on-one sessions that you wish happened more often. Although I can't recall his name, I vividly remember his parting advice after the generic presentation. He emphasized that the final two steps in every successful sale were to inform the customer of the price and then simply stop talking.
That, according to him, was the key to his remarkable success. He would walk customers through all the benefits, customize the kitchen to …Continue reading