For years in my career as a pool guy, whenever a potential customer would call me, within the first five minutes of a conversation I would almost always hear the same question:
“Marcus, I’m not going to hold you to it, but could you at least give me a feel for how much something like this is going to cost?”
For a long time, that question bothered me as a business owner. I wanted to talk about products, benefits, and features, but the customer wanted to immediately know about pricing.
In hindsight, the fact that I let this bother me so much was foolish. If roles had been reversed, I would have wanted to know the same thing.
In other words, as consumers and buyers, we at least like to have a sense of how much things cost before we spend hours upon hours dedicated to learning about that product, service, company, and so on.
Once I stopped thinking like a business owner and started thinking like the consumer (They Ask, You Answer), I realized one of the most important pieces of content I could produce would be the one that addressed the question, “How much does a fiberglass pool cost?”
So after years of not wanting to address this subject until I was face to face with a prospect, I shifted and wrote the article shown in Figure 11.1 on my company website.