How It All Starts
Have you ever paid more than you expected because the price quoted didn’t include VAT?
I get infuriated when I decide to pay for something only to discover that the company actually wants a little bit more of my money. They didn’t tell me the correct price because, well, it’s just not what they do. This is not in any way a good thing.
The Result
The perception I have of them? A lack of respect and consideration. But more than that, it feels like an unpleasant deception. Airlines do the same thing: fly with us for this much, but we won’t tell you about all the other things you’ll need to buy before you can actually get your ticket.
Just start with the final price, then I know where I stand.
Good Communication
Be honest. It’s not difficult. You may feel you’re going to turn a potential customer off with your price, but if they don’t want to pay that much, at least have the common sense to start with the actual figure. Much better to have someone reject your offering – or be bartered down by them – than to entice someone with something they can’t have.
Take This With You
It’s the same with all your communication: conversations, emails, pitches, presentations, you name it. Start with what you’re really offering. Be up front about it. That particular person may not decide to buy, but they’ll appreciate your honesty, which may actually add to your value.
Instead of infuriating them. That’s not a good thing at all.