Even worse are companies that have a website to sell a product, list all the features, maybe a snazzy demo, then have absolutely no pricing information available. This leaves me scratching my head every time. When a company refuses to list prices for their product, it tells me a couple of things right off the bat. First it tells me that they are so over-priced that they are embarrassed to show their price unless they have a salesman on the phone to sugar coat it. Second, it tells me that they don’t have enough confidence in their product to let it stand on its own merits alongside their asking price.

My advice to any online company wanting to sell your product on the Internet is to always list your price. If you give lots of discounts, just list your base product and include a note explaining that the “price is often discounted, call to see if you may qualify.” Doing this allows potential customers to quickly determine if your price is even an option within their budget and allows them to compare your product with a competitor. It shows you respect the intelligence of your customers. If you’re afraid of that, then maybe it’s time to re-evaluate your price structure anyway.