Prior to building our new home in 2009, many an hour was spent traipsing through glamorous display homes – oohing & ahhing over lighting fixtures and cupboard handles, imagining the memorable Sunday afternoons we’d spend overlooking the meticulously landscaped garden from our stylish alfresco dining area.
And from $164,000 – what a bargain!!!!
Except of course, the homes we were looking at were nowhere near the incredible price so boldly marked on the glossy brochure. If you wanted THAT version… with its airy ceilings, stone bench tops, or undercover alfresco, well you’d need to come up with at least another $100,000.
Of course, all of this was clearly explained in the fine print highlighted by that microscopic asterix at the bottom of the last page (*home as displayed: $267,000 (mwahaha.. we had you going, didn’t we?))
The problem is, however, I now feel cheated. Sure, the fine print is there to read… but if the bold print isn’t reflecting the product you’re showing me, then I’ve gone from feeling excited, to feeling pissed and angry.
Not a great way to make your prospective customers feel!
Yet so many businesses seem to use this tactic. They show the premium version for the budget price and use the fine print to absolve themselves of any claims of misrepresentation.
Or they display a price which doesn’t include GST, postage, insurance, etc.
If I can’t take receipt of the product you’ve displayed, for the price you’ve displayed, then I’m going to feel betrayed and the chances of me buying from you drop rapidly – even if the amount in question is only a few dollars.
Frankly I’d rather you show me the MOST it could cost to buy your product, then let me know if there’s way I can reduce that price.
If I’m not instantly horrified at the full price, chances are that’s the price I’ll pay because I’m mentally prepared for it… and I really don’t want to forgo those sexy, sleek taps and CaeserStone™ bench tops.
And even if it is above my price range, if I’m given options to reduce the cost, chances are I’ll still spend more than the lowest starting price. Why? Because each option I choose to remove is seen as a saving, rather than each option I need to add being seen as an expense.
The same goes for other expenses not immediately displayed. I’d be happier to pay a few extra dollars and believe my postage is free, than get to the checkout and discover how much more it’s going to cost.
Why? Because the price advertised is actually the price I pay. And even though – intellectually – I know the postage has been built into the price, I still can’t help but feel a little thrill at “saving” $9.95 on postage and handling.
Or perhaps I’m the only one that thinks a higher – all inclusive – price is a better way to go…