Price Discovery

I recently treated myself to a touch of wine-tasting. I was startled at how every Cape wine farm displays their prices. As I’ve blogged before, you should never present your prices in a way that looks like an invoice.

For a prospect’s initial consumption at the wine farm, they all display a sheet of paper so it’s the first thing you see on the bartop which is precisely that; a blank invoice. Even ready to fill in the blanks for your credit card details.

You can’t help but be frustrated at the trick they’re all missing. So much so that I brainstormed on it all the way home. It would be simple to use the other side of the sheet to be the one that visitors first see.

On it you can indeed list the wines, but in context of their history, intention and crucially, allowing some jotting down of how much and why the taster liked them. Then by all means when you’ve taken a shine to one or two, turn the page and order away.

Even when solution salesreps are lucky enough to have a marketing department that creates catch-all collateral, the pricebook presentation is hardly ever how you’d like to show the money first-time around. A little extra work to help personalise them to match the marketplace’s thought process (aligned to how buying decisions are progressed) can reap huge dividends.