Is That Really Your Price?

This past weekend I decided to run out and get three concert tickets to a local show. My husband Andrew mentioned he would like to attend, and I thought it would be a nice father’s day gift. On the website, they had a buy three get one free sale - so I could get four tickets for the price of three. Pretty good deal, eh?

Then the problem started surfacing.

The tickets were $25 a piece. Three for $75, plus one for free. Sounds like a good deal. So I logged on to their system and started the ordering process.

I chose my four pack, and started through the shopping cart. I added my name, address, and moved to the next screen.

All of sudden my $25 tickets rose to the magical price of $43 per ticket. What? Where did the extra $18 come from? That almost doubled the cost of my tickets.

It seems they add all kinds of fees, taxes - even a parking charge. So my $75 surprise was now almost $130! Yikes.

It’s not that I wouldn’t be willing to spend that. The point is I don’t like surprises. I saw $75, and was willing to pay $75. The $130 was a complete shock - and I shut down my account without completing the transaction.

When you sell your products and services, are you giving your customers the full details ahead of time? Can they make a decision based on all the facts, and do business without being shocked along the way?

If you really want and need a higher price for your products or services, don’t be afraid to charge what is needed. Your customers see the price and make a decision on what they see. They justify their need, determine their budget, and make a decision. Don’t be afraid to charge the higher price - just tell your customers throughout the process, and let them make the decision.

In many ways, its exactly the game the airlines are now playing too. You buy your ticket. You get ready for your flight. And then they surprise you by announcing you have to pay to get a bag on board. (Don’t they look at you as suspicious if you don’t have a bag?) 

Is it the economy? Is it the high fuel prices? Why are companies suddenly having a hard time charging what their products and services are worth? It’s all about integrity. You charge what you charge in order to stay in business. Don’t apologize for your prices. Don’t hide behind fees. Just give me the bottom line, and let me make my decision.

I guarantee you others (including your clients) are feeling the same way.

Oh, and by the way, we’re going to a different concert at another venue. And I paid exactly the price quoted on their website - no taxes or additional fees.