Don’t make price a mystery when you can avoid it.

“Usually $3–$6 each” beats CALL FOR PRICING.

What it costs you

Nobody calls to ask a question you could have answered.

Your customer has a number in their head. Maybe it’s $50. Maybe it’s $500.

They just want to know if you’re anywhere close.

So they look at your website. CALL FOR PRICING.

A lot of them won’t call. They’ll go to the business that told them.

Hiding your price doesn’t make you look fancy. It makes you look like you’re hiding something.

A real example

The detail shop with no prices

Two car detail shops in the same town.

The first one’s website: beautiful photos of shiny cars. Under every service: CALL FOR PRICING.

The second one’s website: “Inside and out, most cars run $150 to $250, depending on size and how much work it needs. Exact price when we see it.”

A busy mom is looking at 10 o’clock at night. She isn’t calling anybody. She books the second one online.

The first shop never even hears about it.

A range isn’t a promise. It’s a reason to keep reading.

Same town. Same shiny cars. Only one of them answered the question.

Why it happens

Why owners hide the price

“Every job is different.”So give a range, and say what changes it.

“If they see the price, they won’t call.”If they can’t see it, they won’t call either.

“My competitors will see it.”They already know. Your customers don’t.

“I want to talk to them first.”Then give them a reason to want to talk to you.

A mystery doesn’t make the phone ring. An honest number does.

Do this instead

Give them a ballpark.

You don’t have to publish every price. You have to answer the question in their head: “Can I afford this?” A range, a starting price or a “most people spend” line does it.

Instead of	Try
CALL FOR PRICING	“Usually $3–$6 each, depending on how many.”
Prices vary	“Starting at ___. Here’s what changes it.”
Contact us for a quote	“Most people spend between ___ and ___.”
Ask about our packages	Three packages, with a price on each
Pricing available on request	A short FAQ: what it costs, and why
Nothing at all	Your price range on the website, the menu and the counter

Say what changes the price. “Bigger cars cost more. Pet hair costs more.” People don’t mind a range when they understand it. They mind feeling like they need permission to find out.

Do this today

Cost: $0Time: 15 minutes

1
Pick your three most popular services or products.
2
Write a price range for each one: what most people spend.
3
Add one line to each: what makes it cost more or less.
4
Put those ranges on your website, then call one person who asked about price and never booked.

An honest ballpark gets the call. CALL FOR PRICING gets skipped.

From the book