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Reply To: Published pricing

Chip Griffin
May 5, 2022 at 10:55 am #17869

Your website should give some idea of the cost of your services — whether that is clear pricing, minimums, or some other language to set expectations with prospects.

There is no reason to waste your time (or theirs) if you both aren’t in the same ballpark on budgets for the type of work being contemplated. There is also no reason to be coy about numbers with the idea that you can get more from the prospect in the end. More often than not, you will get to the end of the process to discover that you are so far apart that it wasn’t worth anyone’s time to keep the conversation going.

How you communicate this information on your website depends a bit on your ideal client. If you are targeting small businesses, clear and unambiguous package pricing can be very helpful. It helps to disqualify those who don’t have the money, while also potentially luring in people who might have thought you would be too expensive.

On the other hand, if you are targeting larger businesses, you might be better off indicating a minimum engagement level to help with the qualification process while maintaining a more upscale feel.

Remember that your website isn’t being tracked by the media on a daily basis. You can make changes and try different things to see how it works without having someone write a story about it. That gives you a lot of flexibility to test and learn as long as you don’t go overboard and change your mind every day!

The bottom line is that the entire agency business development process is an exercise in matchmaking. You want to find the best-fit clients for your agency, and that includes qualifying (or disqualifying) as quickly as possible for a number of factors, including ability/willingness to spend.

Chip Griffin founded the Small Agency Growth Alliance (SAGA) to help PR and marketing agency owners achieve their goals.


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