Publish B2B Pricing? Test the traction without actually doing it.
In a previous post Sales 101 Myth Can Hurt Your Marketing Efforts I discussed how the old rules of holding back budgetary pricing has put companies at a disadvantage with self-service oriented prospects doing research for solutions.
At the end of that post I posed a way to test the effect of offering budgetary pricing, not publishing it. It struck a chord with several readers saying they might try it and it gave me the idea to expand on how to test it…safely.
According to MarketingSherpa, the #1 piece of information serious prospects are looking for on B2B sites, but can’t find, is budgetary pricing.
That is a SERIOUS incentive statement!
Could it help you surface more good prospects for your sales team to contact? Maybe. Try this non-intrusive test to see if you are missing an opportunity to exploit that desire for pricing:
Step 1: Create a special landing page called “Pricing” on your corporate website. Copy it directly from your standard Contact Us page.
Step 2: Put a direct link to it called “Pricing” in prominent locations throughout your site, especially near product pictures and at the top of every page. See this sample and it’s associated traffic driving blog sample.
Step 3: Ensure that you have the ability to measure the number of times website visitors click on that page. You may even want to set it up as a “goal” if you use certain web analytics software.
Step 4: Compare the page count for the Pricing page against the Contact Us page.
If you are getting more than a 2 to 1 ratio then you are missing a lot of sales opportunities because potential customers truly are trying to determine if your solutions will fit their budgets before they engage your sales team. The next step is to figure out a way to safely capture and engage these prospects without getting the CEO upset.
How do you prevent your competition from getting a hold of your pricing published on your wbesite and then misusing it?
You don’t publish your pricing. All requests must be approved.