
In my early days of sales and marketing, I was repeatedly told that you shouldn’t say your prices up front. Rather, you should do the sales pitch or give the marketing message to your prospect first. This meant you could promote all the benefits, and when you eventually told them the cost it would seem like a bargain for all that value.
Then came the internet.
Now if you go to any website and the ‘pricing’ button isn’t immediately obvious, you’ll assume that the product or service is going to be too expensive and you’ll look elsewhere.
The immediacy of everything online means that any sort of barrier to going ahead will turn your customers off, so it’s price first, sell afterwards.