To publish or not to publish prices?

At the initial stage of the spread of social networks, especially on the Odnoklassniki, VKontakte, Facebook platforms, everything was simple and transparent. Then marketers, SMM specialists put into circulation new concepts of “lead”, “conversion”, “marketing”, convinced businesses to activate actions aimed at promotion. The principle of hiding prices for goods and services was put at the heart of SMM promotion. The virus spread very quickly.

The rationale for hiding prices is related to the requirement of social network algorithms to ensure activity. To clarify prices, a visitor must leave comments, send letters or go to the created online store. The algorithm considers this action to be activity and gives the publication a higher rating. But this is in the past!

1. The + signs placed under publications and similar price requests no longer affect the rating. The algorithms have long changed, but the tradition of not publishing prices for goods and services remains. On social platforms, the absence of prices forces potential buyers to ask questions and leave comments under publications. According to experts, the algorithm evaluates this publication as useful and increases impressions. But this point of view, as noted above, is outdated.
2. If you have a talented sales manager, you can lose some potential clients, but work effectively with other interested and patient clients.
3. If you do not have direct sales, then hiding prices can be justified. Especially when selling complex services or goods (for example, home renovation or creating an online store), when calculating pricing requires discussing several issues, you can publish starting or average prices.
4. There is an opinion that if goods and services have a high price tag, and the client is not familiar with the benefits, the prices will “intimidate”.

In reality, in social networks, 90 percent of cases are not associated with these exceptions.

We notice everywhere that lack of transparency and prices in publications generates negative attitude of users. Knowing about this, sellers still do what can irritate buyers. What motives are hidden behind this?

• If everyone does it, then it is right and gives results. But in fact, because of such a mistake, most potential buyers simply pass by your discounts and offers indifferently.
• My products are for the chosen ones. If the buyer is not personally convinced of the quality, the price will "scare" him. After such an excuse, somewhere a company selling elite liners went bankrupt, which published prices on the official website.
• It is easier to talk about the advantages through correspondence or a telephone conversation and you can sell more. In most cases, this is what entrepreneurs say, who understand the concept of “sale” as empty promises.

There are several reasons for violating marketing rules. What makes businessmen take actions that they would not like as a client? The habit of violating rules has both a “scientific” and “every day” justification.

• In the case of new, especially exclusive products, a common habit is to publish inflated prices. This makes it possible to announce big discounts in the future, reducing prices closer to the norm. This method is common in the Wildberries marketplace.
• Another reason for the lack of transparency in pricing policy is the habit of announcing different prices for different buyers. As they say, his clothes meet the buyer. This is especially true in the service sector, where any price can be justified.
• A deeper, psychological reason for not publishing prices is the fear of losing a buyer. A company providing quality services knows that competitors lack the knowledge base and experience. To counter the dumping of such competitors, an experienced team should explain to the potential client the reasons for the difference in the price list. In order to compete in tough market conditions, prices are not published. This gives a chance to justify your prices when communicating with the customer.

To publish prices or not is the personal choice of each businessman. But experience shows that a potential buyer “feels” signals of transparency and fair competition. By the way, from the very beginning of its activity, since 2009, regardless of the economic situation, crises, exchange rates and dumping by competitors, the Astudio company has always published prices for website creation.

The article was written in 2020 and updated in October 2024. If you think it was useful, you can leave a rating below.