As a savvy, high-priced service entrepreneur (more than $1,000 fees), posting your full fees on your website may sound good in theory, but it’s going to turn off the very people you want to attract from reaching out and signing on as your new client.
Note: Yes, please include “Rates begin at…” on your services and contact pages, but refrain from posting each package and full rates. Explained below.
From years of experience and my mentors validating this, here are 3 top reasons not to post your FULL fees on your website: (Resource: Kendall Summerhawk)
- The Right Clients Don’t Use Price as Their Final Decision Making Factor
It’s building of the relationship that matters the most and has the biggest impact in the sales process. At first, it’s natural for most people to be a price shopper. If someone sees your fee it’s too easy for them to think, ‘THAT’S too high!’
But as a potential client learns more about what they’re investing in, price unconsciously slips down from being their #1 decision concern, in favor of other factors that are ultimately more important to them.
Similarly, if they are a higher end client, if your fees are too low, they will move on. They want value over price. Your fees play a big part in your brand messaging.
Do they feel you are the one to help them achieve their goal, compared to someone else? Has achieving their goal (or solving their problem) become more urgent for them, making the investment looks smaller in comparison to them not getting what they want?
Knowing that clients typically make their decision to hire you based on factors more important than price, you want to start creating a connection and relationship right from the beginning.
- Enroll a New Client through an Authentic Conversation, Not Clicks
Your client relationship starts with marketing, then qualifying them to have an in-depth Zoom call.
The in-depth call gives you the opportunity to dive deep into a prospective client’s challenges, opportunities, needs, and goals and potential. Only then does it feel appropriate and make sense to talk about the investment.
Waiting to talk about fees isn’t being secretive or manipulative — it’s wanting to serve at the highest level, which means purposefully putting the topic of fee on the back burner until you and your client have a high quality conversation.
When someone emails you asking, “Can’t you just tell me the price?” your answer is “How I best serve you is scheduling a conversation to learn more about you, your needs, and to see if we are a fit.”
I’ve learned from experience that someone who isn’t willing to have a conversation is a warning sign you want to pay attention to. If they are not willing to honor your process, they don’t qualify to have a call with you. Stand firm and you’ll feel happy you did.
- You Can Raise Your Fees As Often As You Like
Raising your fees is something you’re going to do plenty in the course of running your business. Not posting your fees on your website means you’re not locked in, and you have the flexibility to raise your fees as frequently as you want.
Are there exceptions where it’s okay to post a price? Yes…
Posting the investment on your website for anything a client can buy on a ‘buy now’ button makes sense for any low fee service under $1,000 that doesn’t require a conversation.
Not posting your coaching fees for the world to see means you’re going to focus your website space on creating messaging that tells the story of your client’s situation and what they want their life to look like instead, all as a result of working with you.
Have an extraordinary day!