Price Presentation: How to Increase Sales

How you list your prices can greatly affect the number of sales you make.

People tend to start looking at the top left hand corner of a page and then read down. If you apply a little bit of psychology to your price list, you can exploit this natural tendency.

By listing the higher priced items first, the reader assumes that this is what most people choose. In addition, the lower prices seem more palatable as you go down, than if they had seem the lower prices first and then saw higher prices.

However, most price lists I have come across do the exact opposite of what should be done. Here is an example:

As you can see, the lowest prices are listed first both in category and in line item.

What needs to be done is a complete reversal of all the prices. The more expensive categories need to be listed on top, and the one hour span of time need to presented first, then the lesser time rental periods afterwards. Even better, highlighting the one hour line in each category will call attention to the fact that this is best the value.

So, by presenting the highest prices first, you are indirectly saying that these are the most common options most people take. (Otherwise, why would they be on top). As they read down the list and the prices get lower, they will start feeling uncomfortable, almost like they are cheapskates for even considering to choose the options at the bottom.

If you are presenting a price list to any potential client, try it out. Do the opposite of what is normally done.

Reformat your list and put the most expensive options first. You are sure to increase sales this way.