O'Reilly logo

They Ask You Answer by Krista Kotrla, Marcus Sheridan

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

10Content Subject 1 Pricing and Costs: Why We Must Talk about Money

Have you ever researched online how much something costs?

Assuredly, if you’ve been alive, you have.

But when you’re on a company’s website, and there is nothing about the costs of their product or services, what is the emotion you experience?

Frustration, right?

I’ve asked this question to hundreds and hundreds of audiences, and overwhelmingly, “Frustrated” is the number one response, which is exactly why I’ve dubbed it the “F-word of the Internet.”

But let’s analyze this together for a minute.

What gives you the right to be frustrated when you’re on a business’s website and can’t find any cost or price information?

For starters, you’re frustrated because you feel like you’re wasting your time and not getting the answers you’re looking for.

Furthermore, you’re thinking to yourself, I’m the customer! It’s my money. And it’s my right to know.

But if we look at this at an even deeper level, you’re upset because you know that the business knows the answer to the question. And because you know that they know the answer, you now feel like they are hiding something from you.

When you’re researching a company and their products and services, the moment you feel like anyone is hiding anything from you, all trust is lost.

Let’s continue, though, to analyze your online behavior in this moment of frustration at not finding the information you’re looking for.

Do you say to yourself, Well, I’m just going to dig a little ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required