posted 07-09-2004 09:39 AM            

Is it appropriate to advertise testing costs/fees in a public domain?

I have reviewed many other examiner's web sites and found most do not. Why would it be a good or bad thing?

Any input is welcome,

posted 07-09-2004 02:53 PM            

Now this is a question where I have some expertise since one of my specialities is marketing and advertising.

In most cases with advertising polygraph services, I think it is better to post a price.

For example, I've designed my polygraph website and business to cater to 'relationship testing', therefore, I know my clientele will be mostly individuals. I have found that it is much better to go ahead and list the price for these type tests because either the people have the money for a polygraph test or they don't. There are so many individuals who think a test is going to be $50 or $100 that posting the price takes care of all the 'time muncher' calls where you answer questions and then find out they really only wanted to know the price and don't have the money to pay for it.

Even if most of your work is for attorneys or PD's, if you have a standard price, it is usually a good idea to post it. What often happens is that if people don't see a price posted, they 'assume' it is because your services are very expensive and that you are trying not to scare them off before you get a chance to talk. So again, I think it is best to go ahead and post prices in your ads.

We often tend to think that if we post our prices, we will turn people away before we have had a chance to 'sell' them on the value of having a polygraph test, but the truth is, those who really want the test already believe in the value and will pay the price.

I'm sure examiners probably have some good reasons for NOT posting prices, but strictly from an advertising and marketing standpoint, I think it is better to post them.

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Ralph Hilliard
PolygraphPlace Owner & Operator
http://www.polygraphplace.com

posted 07-12-2004 02:54 PM            

your opinion is always valued, thanks,

posted 07-12-2004 06:38 PM         

I agree with Skip. When was the last time you saw a menu of prices hanging in your Dentist's office? I can't tell you here because I'll take too much heat from my fellow examiners but I did make the mistake of posting a price once in an ad. It was a VERY big mistake!

Take care,

posted 07-12-2004 07:08 PM            

I appreciate all the input. You certainly give me (and others reading, but not posting) something to think about and consider.

posted 07-13-2004 09:47 AM            

I don't know how much or where you advertise but if you advertise in two or more ways maybe you could post the prices one way and not another and keep track of which gives you more contact.

I would recommend that any prices you list should be listed as base prices that may be higher if the situation calls for it.

Just like a doctor may give you a price for an office visit but charge for things he had to do after examining you.

Jack

posted 07-13-2004 10:18 AM            

I realize i'm new to the industry but not new to advertising.

There is something I didn't mention in my first post and that is...all advertising should be catered to who your audience is.

There are groups of people who want price first and it is NOT detrimental to give it to them. I've been doing it for a few months now and I get calls all the time BECAUSE my price is listed. If there are reasons for a price to go higher, you simply explain to them why. There are a variety of ways to handle pricing. It is commonly accepted to list a base price for all kinds of services (even dentists) and most people realize that there can be extra fees for things like travel, meeting room rentals, follow up tests, etc.

Regarding the fact that there may be a more than one test needed, this can easily be explained in the first phone conversation with the client and that there will be an extra fee for that. I actually get that question quite often and I tell the people if they want a second test on a second issue, there will be a second fee. No one has a problem with that.

It seems to me that what Skip and Tedd may really be addressing is a perception that advertising a price may not look distinguished or professional, which is a valid point. But I'm of the belief that if your advertising (ad itself, website,) etc is of high quality, the perception will be that your service is also high quality.

I do understand the risk of looking like a late night injury attorney on cable tv, but I think that is easy enough to avoid.

And the bottom line is that posting the price has brought me results. When I state there are extra fees for extra tests, travel or whatnot...not one person has complained.

nuff said.

------------------
Ralph Hilliard
PolygraphPlace Owner & Operator
http://www.polygraphplace.com

posted 07-13-2004 11:33 AM            

you present a good point from the mktg and sales standpoint. It gives me a lot to consider.

Thanks,

posted 07-13-2004 06:00 PM            

Besides scaring small children it might end up on George's sight.

Jack

posted 07-14-2004 07:23 AM            

I was thinking about using a models picture, then deal with their dissapointment when they arrived for the testing...

posted 10-11-2004 06:05 PM            

I too post my prices on my website. My exams are broken down by category so each exam has a different price if they are in English. An additional fee is added if they are in Spanish.

I also advise the client that the "initial" price is quoted on my website, i.e. one specific issue exam is $000, and subsequent exams are $000.

From a marketing perspective and develop a relationship with the client, I negotiate a price for follow-on exams. If there are other issues to be tested, then the price goes back to the original price quoted as if it were the first exam.

Of course, you do a great job, you are referred and that is truly the best advertising that money cannot buy.

posted 10-11-2004 06:25 PM            

I'm still in a quandry over this issue.

Thanks for the input,

posted 10-11-2004 06:55 PM            

My pleasure.

Lastly, in the other advertising material I use, since I do not have space I do not add my prices. By other advertising material I mean postcards, flyers, "drip" letters, brochures, etc. In them I simply discuss the benefits or value added that my polygraph brings to their issues.