At Seattle Wedding DJ, we research our competition. I want to know everything I can about my target market and all the players within that market. As I research my competition (which I do… a lot) I see a common “thing” among competitor websites. The wedding DJ industry (at least in the Seattle area) is full of websites that don’t publish their rates. This bothers me for several reasons… As a competitor, of course I want to know what they charge… BUT… putting that thought aside for a bit… as a consumer, this would seriously frustrate me.
What are they trying to hide? I have thought about this quite a bit, and here are some of the motivations behind it.
- They want to be able to get the consumer’s information (name, phone number, email, etc.) prior to divulging their rates. They are required to fill out a form with all their contact info, to “check availability” before the consumer can see the prices.
- These companies are just not that confident about their value.
- They want the ability to alter/negotiate the price from one client to the next.
- They don’t want other DJ’s in the market to know their pricing.
- They want the ability to “bait and switch” the consumer, or “upwell” them later. AKA, they don’t want to be “held” to a certain price point.
“If you don’t talk about prices, you’re not playing fair with the reader. Respect your customers and readers. Tell them the truth.” Matthew Stibbe, badlanguage.net
“Publishing prices is somewhat of a no-brainer – you want to publish your prices. But you also need to answer as many of their other questions as possible, or they’ll walk away… not because of the price, but because their egos don’t yet feel safe enough to trust the heart.” Mark Silver
It begs the question… if a DJ service is hiding their rates… what ELSE are they not being “up front” about?