With a website, instead of everyone knowing what everyone else is paying for your product or service, you can name your price. As you become more in demand, you can increase your price time and time again until you find the right price.
You Can Name Your Price
I spoke to a tiler, who lays those beautiful Victorian tiles in hallways, about three months ago. He told me that he charges £1000 to lay the tiles in Claire’s hallway, which was 3-4 square metres. I asked him if he had a website. He told me he doesn’t need one because he gets all his work from ‘word-of-mouth’ and he’s always busy. My joiner, Shawn, agreed that he didn’t need one.
What they don’t realise is that when you’re busy and have a website, you can name your price!
When you have customers queuing up, you don’t turn them away, you put your price up. The tiler above, having half a dozen customers booked in should tell the next one that the price is £1300. Once he has half a dozen booked in at £1300, he should tell the next it’s £1600 until he’s got 4 booked in. Then he’s found his optimal price point and can stick to that until things change.
So, we’ve earned the tiler an extra £600 per job but we can go even further than that.
When you have a website, you’re reaching people you had no idea existed. Sometimes your visitors don’t have the budget and seeing the price, they learn something from your website and go elsewhere. That’s fine.
You Never Know Who’s Out There Watching You!
Sometimes they’re mega-rich, sometimes they’re more passionate about what you do than you are. The best bit is that with your constant £1600 per hallway coming in, you can ask for £2000 for the same job. If you get one job a month from the website it’s worth it. BUT, in my experience, you won’t just get one job a month, you’ll end up getting all of your work from it!
Your website looks amazing and showcases your products and services in their best light. Visitors can come and go, spend all night on there, poring over the photos, reading your blogs. Now and again I get customers telling me they’re stalking me! What’s amazing about this is that I’ve made no effort to get them where they are. They’re ready to make a purchase – at the price I asked.
I started my joinery business in 2006 as ‘Chris Waldron Handyman Services’. By 2010 we specialised in joinery as Bolton Joinery Ltd and changed to The Grand Victorian Door Company in 2015 as all we did then was front doors.
In 2015, I actually supplied and fitted a front door for £369!
With a few photographs under my belt and on the website, I soon had plenty of orders and too many phone calls. Answering the phone was bugging me. I put the price up JUST to stop the phone calls!
I still got orders.
I put the price up again and took my phone number off the website.
I still got orders.
Now, my lowest priced front door is £4500 (before we even talk about glass) and the premium front door is £10,000.
Tell me without hesitating that the tiler doesn’t need a website. Everyone needs a website, and they don’t even know why. Something to think about?
These prices will not last long LOL.