Could you be accidentally driving away customers with a pricing policy that isn’t quite clear enough?
Or is it a perfectly acceptable and rewarding strategy to hide certain costs until the very last second?
A strangely popular school of thought exists which maintains that there’s nothing wrong with holding back a few vital chunks of the final invoice until the very last step of the process.
After all, you’ve already hooked the customer.
They’ve spent valuable time and effort on jumping through your hoops, filling in your registration forms, giving you bank details or credit card information, choosing the exact desired options available from your range of products and services…
They’ve already made a mental commitment to buy. They’ve made up their minds and now they just want to get to the end as quickly as possible.
Unless you do something really silly at this point, it’s surely too late for anyone to turn back now?
After all, who could seriously object to just a couple of unexpected extra costs popping up from nowhere right at the last step?
Well, I would suggest that plenty of people would object. Myself included.
In fact, some people would probably get very angry about it indeed, whilst looking at your business in a whole new negative light and making a solemn vow never to return ever again…
I got thinking about this today after trying to place an order for a cat playhouse in the shape of a fire engine.
It’s not normally the kind of thing that I would buy. Honestly. I don’t even have a cat for starters.