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29 Feb, 2012

Should you put prices on your website?

Posted by: The Coaching Academy In: Ask Bev

Should you put prices on your website?

When I was training as a coach I remember this being a very hot topic for new coaches. The opinions where equally spit between yes and no.

For this weeks Ask Bev I am going to share my experience with you.

While the discussions continued among my peers, I decided to conduct a test on my own coaching website to see what impact putting prices on or leaving them off had on my coaching business.

To keep it simple the results were as follows.

When the price was not on my website I had more enquires mainly about price and this gave me the opportunity to book people in for a 15min telephone consultation and I found that 90% of the enquiries book a coaching course (more about coaching courses later).

When I put prices on the website I got less enquiries but people were prepared for the price and of course it’s not a big deal when you mention it because they already know.

As people are different, you can’t put a price on the length of time it will take to get the result they desire, so having an hourly rate is pretty pointless.

Whether the price is £75 or £145 per hour, does not give an indication of the total cost it could be £75×10 = £750 or £100 x 3 sessions = £300.

After testing different approaches, the option that I found most successful was to leave price off but talk about packages and courses, for example:

You can say: Courses vary from a one-off session to a four to eight week total support package. Please email to book a no obligation free telephone consultation to explore how coaching could work for you.

Finally I think it is fair to say that there is no right or wrong answer to whether you should put prices on your website, if you are uncomfortable discussing price, then putting it on will negate the need to bring it up.

Testing and measuring is always the best option as there may be regional preferences regarding pricing or factors relating to your coaching niche that also need to be considered when looking at this subject.

I look forward to hearing you views and results on this subject,
I wish you we’ll,
Bev

10 Responses to "Should you put prices on your website?"

1 | Christine Miljkovic

February 29th, 2012 at 1:19 pm

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Hi Bev, thanks for the price information.

I personally do put my prices on my website, as I like to see prices when I am searching for things myself. I tell my clients that they can book from one sessions upwards. I think it gives the client the control over the amount of money they want to spend. Most of my clients tend to have around 12 sessions as they don’t really notice how much it is costing them as time goes by, and by then, they know the huge benefit the coaching is having on them and that it is worth the money.

Christine Miljkovic

2 | Steve Preston

February 29th, 2012 at 3:03 pm

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I think you are both right! When I had my first website many years ago I didn’t put prices on and I got so many people who had no perception of what to expect or had no real desire to pay for any coaching.

When I decided to go ‘transparent’ it has become very simple, as Christine states. However, I have a proviso…. I show prices for everything except executive programmes as these tend to be even more bespoke plus I believe (but could be wrong!) people at this level don’t expect to see published prices.

It works for me and the most important thing is that it works for you and your clients so their is mutual trust.

3 | Bev James MD of The Coaching Academy

February 29th, 2012 at 5:48 pm

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Thank you for your comments, this is a great example of there not being a right or wrong answer but working out which is best for you, your clients and your business.
It would be great to hear other peoples experience with regard to putting prices on your website.

4 | Margaret Hall

February 29th, 2012 at 11:36 pm

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Thanks for the comments. I don’t currently have my prices on the website, except for a ‘special offer package’. I have had no response to this package offer! However, as I am (still) uncomfortable stating my fees, I will put the fees on my site and test the response. I will let you know how I get on.

5 | TITILAYO

March 1st, 2012 at 4:34 pm

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Thanks for the hint, I personally think it works both ways. Some clients want to see what range of prices for any service before responding to any advert.

6 | Leonardo Salvador

March 3rd, 2012 at 6:49 pm

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I’ve seen a lot of websites that don’t have the price list of their services and I think that is a great advantage, I agree. If they are interested to it they will inquire using the contact information listed. Great advice Bev! More success!

7 | Nikki Wild

March 4th, 2012 at 11:02 pm

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I agree that there’s no single right answer.
I publish example packages with reference to the investment that my clients will make and encourage contacts to phone for a complimentary conversation to see what will suit them.
I have never worked on a per hour or per session basis, always working on packages. I find that gives both my clients and I a degree of flexibility.
I recently had an enquiry from someone who, during our initial conversation, told me that she had a budget of £500 and asked what she could have for that? It allowed us to create a short package that met her needs and came in within her budget so she was happy to sign up.
I agree with Bev that testing is important. See what works for your target niche.

8 | Tanya Smith

March 5th, 2012 at 1:46 pm

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Good article Bev – and you’re right, there is no one-size-fits-all approach when it comes to pricing, and there are definitely pros and cons of each. Focusing on programmes and packages rather than ‘by the hour’ allows clients to buy based on the value of the results they’ll achieve rather than how much time they get with you – this helps remove that whole problem of whether or not you charge more or less than a ‘competitor’ per hour.
I definitely believe that unless you are very good at selling in print, it’s not a good idea to have high priced programme prices stated – typically you would want to have a strategy session during which you can build the value for that.
Great food for thought on this topic Bev!

9 | Tony James

March 5th, 2012 at 6:58 pm

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A good article and some sensible comments. Can I throw another angle into the mix? A lot of coaching is done internationally, via phone, Skype etc., and quoting prices that are acceptable in your own location may be a real dissuader to a possible client in a lower income area. For example I work in Bulgaria and if I quoted US or UK accepted rates for clients here there would be very little interest. Reversing the geography would have a totally different effect. An initial free evaluation call would seem to be an answer to overcome these anomalies.

10 | Emma Haynes

March 5th, 2012 at 9:29 pm

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Interesting. But just my personal preference – I cannot stand anything without prices on and literally will not even bother considering getting in touch with someone who doesn’t have prices listed. This may not be right – but it is my preference as a client, so many coaches would not get me as a client. Just another perspective.

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