When Jakob Nielsen concluded his annual Top Ten Mistakes in Web Design for 2007 by telling B2B webmasters to publish their prices, I gave a raucous verbal cheer across the cable lines. In "Get Over Yourself and Publish Your Prices Already", I satirized the notion that prices are something you only disclose when the prospect out and out asks for them, usually as he breaks into a cold sweat. Some people applauded me, and some blatantly disagreed.

Perhaps I should clarify my position: Who are we the business owners to tell prospects how and when they get to know the price?

In "Waiting for Your Cat to Bark: Persuading Customers When They Ignore Marketing", the Eisenbergs explain that the myopic, corporate-centric thinking of the past is the marketing disaster of the present and future. In the same vein, not giving your prospects critical information like price is akin to saying "I don't care about your information needs. If you want to know the price, you must click here, go there, or dial this number and ask for it. Otherwise, I can't be bothered with you or your money."

Are we so accustomed to the vastness of modern media that we've forgotten consumers are always a click or two away from a zillion and one alternatives to our humble offerings? Today's consumer is on high alert for answers, answers, answers. There is little reason to gamble away time trying to get those answers out of you the seller when better answers—easier to find answers—are so tantalizingly available.

Can you sincerely say that responding to this need with "That's not my marketing strategy" is satisfactory?

If you can, too bad for you.

Happy day for the rest of us.

Some marketers insist there is a method to their madness, believing that how we market ourselves online is actually up to us. And the idea hangs on like a bad cold that just won't go away.

Yet I never presupposed in part one of this discussion that the tactics are as black and white as posting "Blue Widgets - $1.75" on your website. Many business people explain that they offer complex service packages customized to each client's unique needs. That may be true. But if your offerings are so complex that you cannot give a concise written summary of "what's in it for me the buyer," (read: an exchange of value, i.e. MONEY for STUFF), do I really have the time to figure out if your services are right for me?

Doubt it.

Why not publish a range of prices? Or a "minimum investment?" Even a sample quote for a small, medium, and large project?

(For what it's worth, the minute I went "public" with my own rate spectrum, both the number and quality of prospects who came knocking improved dramatically. This is not scientific evidence by any means, but you must admit, what a handsome reward for a little transparency.)

Think outside the box. There is more than one way to publish a price. Just make sure the numbers and related copy you do publish clearly indicate what market you are trying to satisfy. In other words, don't waste my time. Small business marketing gurus constantly tout the importance of exploiting a niche. Indeed. And a well defined niche market has a well defined dollar range it's willing to part with.

Smarter marketing aims to hit the bull's eye as many time as possible. Don't stop at a great looking website and a well written headline. Go to your customer in every way possible. He will pay you back in spades.

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