The Hidden Cost of Not Showing Prices: Transparency in Price Tags Part One.

Seeking to Simplify... freakin' pricing. For artists, creators, vendors, shop owners, store clerks, retail...I'm telling this from my point of view, and we are pretending YOU kind reader, are the Vendor in question.

So, I'm stroll through an exciting art show, (like the quality one this past weekend in Fernandina Beach, the Isle of 8 Flags Shrimp Festival - short on shrimp, but long on every other good thing) looking for the right and perfect unique 'iloveyou' gift for my best pal.

I see a booth and in a flash I see the potential. I seek the gift, I find the gift, and baby, it is spectacular, perfect, a complete delight of a gift I believe I can commit to!

I brace myself for the price, looking on the side - for a string - on the back, on the display... and no $$. No sign - no note - no crayon - no pricing where I can find it. (Or, cleverly, turned over under glass, where I can SEE it, but not READ it.)

Commence my performance art piece in the silent theater of the unpriced. Squirmily, I do the dance, - "Hi! "what's your pricing on this?" or "Excuse me, what does this run?" or the more crass in my southern ears, “Hello, How much?".

Now, there I stand, already a pre-qualified buyer for the vendor. I am a) interested b) have the instrument with which to pay them c) am likely hot, crowded, hungry, getting sunburned or have to pee. I'm annoyed and feeling less friendly.

Why Would You Waste This Opportunity for a Probable Sale?

Purported reasons why merchants do NOT provide pricing easily (WHILE adding unnecessary friction to a sale - most often a no-no). Do any of these fit your thinking?

You imagine it conveys exclusivity and luxury: This move whispers not just “If you have to ask, you can’t afford it.” Then, unless it does my accounting too, I'm not interested. Unless you are pricing super high-end snob appeal luxury goods, who ya' talking to and why are you wasting their time and trust?

You imagine you'll sell through forcing conversation: If I need to be seduced into a sale, you better have a damn good backstory. I A few words of what's special about the process, materials or purpose are great, but don't set me up for imaged reciprocity through pushy conversation or inane chat to feel me out. Not over a $30 Clay vase, please.

Your price is higher than you think I might perceive the value: Transparent, easily visible pricing avoids unnecessary awkwardness, wasting time, and a souring of expectations. Make it easy and let the value stand for itself and the item sell itself.

You want to size me up and then price: Sneaky-pete opportunistic judgements based on what you think i'll pay or worse, what I might be able to afford, feels low-integrity and vampiric.

None of these reasons are in the in the best interest of the majority of customers...Then why would it be in best interest of your company?

Stay tuned for Part Two: Immediately Do-Able Strategies to Make More Sales in 2 Days