When A Potential Client Requests Pricing Via Email

You’ve just ruled yourself out of the sale, Paul.

I often look at a host of websites and find that some don’t have pricing. Often the hooey they spout is such you can’t tell if it is an enterprise or SMB product. If they look good, I’ll do a search to see if I can find any pricing for them online.

If I’m really interested I might send them a quick email to say send me your pricing – without using my real email or giving them contact details. If they fudge the issue, then in my book they have something to hide.

If you’re charging more than the other guy, your benefits as to why you’re better than him should be so clear that no-one would choose him. And they should be in that pricing document.

But send it – don’t rely on being allowed to waste someone’s time with a phone call.

A really bad example of this is an email company called i-Contact. If you click through from organic search you can’t even find benefits or prices without signing up for a free trial. Lost sale, right there!

We think it is important to understand a person’s needs and if we are a good fit.  No pricing without some discussion.

Thanks for asking!
Debbie

Going to respectfully disagree with you on this . . . 

Now if you have a product that’s straight forward, without a bunch of variables that could affect pricing and you want to go that route, then do what you need to do.

And if someone were to consider a 5 minute call a waste of time (in my industry) they simply aren’t worth pursuing. 

Thanks for stopping by and sharing your thoughts

That’s old fashioned sales training coming through. I nearly lost a £1m sale once because I wouldn’t tell the show attendee the price of the basic unit, insisting we talk about the whole package (software, installation etc.) to get a realistic apples with apples comparison.
My Sales Manager was cleverer – he knew that some components were known price items and that if we weren’t seen to be competitive there we’d lose. He quoted a figure.
Once quoted the person opened up, told us his requirement and position and that we were in the ballpark and would be considered. That company is now a trusted partner and my old company does over a £1/2m a month with them.

Uncle Paul:

I will echo the comments you shared with PeterJ42.  No conversation, no price, you don’t want them as a client.

For every story like that, I can offer one where someone was heading down the wrong road and after a quick chat, had ideas that would not only save them money but offer their team a better experience.

Again, if we’re talking about something that’s really straight forward, I agree with you completely. Something with variables that could change the pricing, nope. 

But like with anything else, I say if its working for you at the level you mention . . . great!

Thanks Debbie!

Thanks Bob!

Paul-

I agree that a short phone call is in order. It is important for me to understand how they are going to utilize my product / service.  Based on their needs I may suggest a few options. You don’t get that via one e-mail. By taking a holistic view of their situation and needs I can make “best practice” recommendations. 
My goal is for the customer to understand the value that I bring to their organization. If I help them meet their business objectives and keep their internal customers happy then I have done my job. Along with that I may even get a sale or two along the way.

Keep being a Rock Star!

Greg

Paul,
I have certainly fallen in to the quagmire of electronic communication and yet – when I pick up the phone to follow up with a prospect – or for that matter a long time client, they appreciate your personal interest. Often times a couple of quick minutes on the phone and you discover the ‘hidden’ specifications.  In our industry, for example that may mean additional services, such as mailing or fulfillment.  It’s the ole McDonald’s sales pitch, when you pull up for a cup of coffee in the morning, “Would you like a danish to go along with your coffee?”
I for one find following up with a phone call improves the chance of making the sale and strenghens the relationship.

I handle much of my business through email and am successful in doing so. I do receive many requests through email, but pricing is unique to the needs of the business. I follow through with a phone call to explain that I appreciate the opportunity but feel a conversation is necessary to gain a better understanding of their business, as my goal is to become an affiliate partner on a long term basis, not just a one time email sale.
The comments below have offered valuable insight as to how I will handle these situations better in the future. Many thanks to all!

Paul,

Both Peter and you have your points.  The response that will work depends on the buyer’s situation.  When I’m the buyer, I’ve done what Peter describes: I scan the web for pricing, and if it’s too hard to get a ballpark figure, I rule out the vendor.  If I get a call in response to my email, I typically refuse to answer it, because I didn’t want to spend that much time to discuss something I am not seriously considering, yet.  If I do pick up the phone, I put the poor salesperson out of his misery by telling him I’m not really in a buying-decision mode, yet.  If I get a response by email, then I might decide to engage the salesperson — but that is a low-probability result (the price would have to be way below my initial expectations).

From the point of view of the salesperson, this means that those emailed price inquiries are very low-probability sales.  Calling back may be a great way to disqualify prospects who aren’t serious — if you can afford the waste of time.  But if you’re tight on time because you have a bunch of serious opportunities to chase, a quick response by email would be more productive.  Just don’t consider this a qualified lead, yet.

This is a simple suggestion but you can collect so much vital information from a 5 minute phone call.  

Rene,

I think there are extremes at play from both the buyer and seller’s perspective meaning that there are some sellers who over complicate a really simple straight forward request for a price quote. You also have buyers who over simplify the process by thinking its as simple as asking “how much?” when there are other variables that need to be considered.

The middle ground here might be in simply asking for an opportunity to chat quickly to ask some questions rather than just calling them and assuming that’s alright.

And yes, you’re right that this can be a great qualifier for the sales rep.

At that point if you truly haven’t over complicated something as the sales rep and the prospect refuses to give you 5 minutes for a call . . . you still have choices.

Thank you!

Thanks Kathy . . . Getting the “add ons” or “up sell” are benefits but most importantly we get the opportunity to gain a deeper understanding in order to provide the highest level of value.

Truth be told, I’ve gotten on the phone with several projects who wanted something way more expensive than was necessary and steered them toward a better fit that was a smaller sale for me.

Thanks again!

And that’s how repeat business is born!

Thanks for the kind words Greg!

Agreed!

Thank you Heather!

I call them and do a “scoping call” to see what it is they wish to accomplish and proceed appropriately from there. As my selling generally has to do with technology, the end user is good with that. So it is the tried and true SPIN of Situation, Problem, Implications, Need.

Hey Paul!

I hear you in the article.  In my line of work (health coaching), I post my prices right on my website and I invite people to take a look at the prices for my services before a consultation.  It helps to wean out the one who are not serious.  Plus after the consultation, they are not in shock about it when I do talk about how I can help them and the benefits of hiring me.

I just LOVE your website and the content.  So much great information!  I am learning Paul, I am learning!

Paul.

I pick up the phone and qualify the prospect, if there is a potential than I will proceed and make an appointment if possible, and then start quoting process and ask for more quotes for other services. 

Sam

Paul –

I think an important (perhaps critical) question to ask before doing the easy ‘reply’ is:
> What technology will help both my prospect & me get the best answer?

Answering email w/email, IM w/IM, phone w/phone – is the nonthinking way and I find gets us in trouble. Especially if there are ‘options’ with what you sell, not having a discovery conversation will hurt you both.

Lynn

“not having a discovery conversation will hurt you both” . . . Spot on Lynn!
Thank you so much for sharing your thoughts!

Thanks Samuil!

Thank you for the kind words and for taking the time to stop by and contribute Renee!

Much appreciation my friend!

Thanks and happy Thursday to you Dan!

Paul. 
While I may still send an estimate via email, I ALWAYS call first. I want to make sure that what they are asking for is going to best serve their needs. It’s true that they know their business better than anyone, but I may have some different ideas on how to market their business or what service they want to highlight. 
That brochure may be what they’re looking for, but maybe the message would be better sent out in a direct mail or email marketing. The brochure could work great when combined with some social media or a QR code calling them to action by sending the user to an online video they can view on their mobile device, whatever. 
If I simply sent them what they asked for, I would be doing them a dis-service. 

Well said Jeff . . . Thank you for stopping by!