At a recent online marketing conference for the Wedding industry, Mary from Wicklow asks “I make specialist wedding stationary – should I put my pricing online?” The four guest speakers were split. My opinion was that you should display pricing guides if possible.

My reasons for arguing that pricing guides should be put online is because in a price sensitive market – such as wedding stationary, it is one of the first queries any perspective customer has. If you had a bricks and mortar shop, and the potential customer walked through your door there is a good chance you can change the terms of engagement by asking the question “well what budget do you have in mind?” Online the same privilege does not exist. Customer expectations are dashed if they want price guidance and you don’t give it to them. Your competitor is only two clicks away and your competitor may address the price concern head-on.

There are certain industries that are neither price driven or suitable for generic pricing. Those industries are sensitive to other aspects influencing the customers’ choice. Unfortunately in most industries price is a primary factor when making choice. Unless your product or service is the clear market leader, withholding pricing may mean you’re not even considered as your compeitor overcomes customer questions and builds trust.