Customer Experience

How to Deal With Price Shoppers as a Small Business


Price shoppers can be a nightmare if you’re a busy small business owner. You put in all that effort writing a quote for them and then you realise they won’t be buying your products or services any time soon. (Or ever.)

They might enquire about your rates so they can plan their budget or compare your prices with your competitors. And rather than investing time and effort in potential new customers, you end up wasting your energy on people who never intended to buy from you in the first place.

Here are a few tips on how to turn this nuisance into a positive opportunity and find ways to reduce the time spent dealing with requests from price shoppers.

Spend less time on them

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In order to speed things up, make sure people get the information they need as quickly as possible.

This is great for reducing time spent on price shoppers, but it’s also really helpful for genuine potential customers too. So, how do you do this?

1. Be upfront

The easiest way is to show your prices on your website and in your marketing materials. This eliminates most enquiries from price shoppers – and therefore the need for you to spend all this time for possibly nothing.

If you can’t show exact costs, consider having example prices on your website (check out my example prices).

Still not sure? Find out why you shouldn’t keep your rates a secret.

2. Automate

Have a dedicated call-to-action button and contact form for price enquiries on your website. This way people can quickly and easily get in touch.

A contact form is also a great way to ensure you get all the info you need to put the right quote together for them.

Find out more about automating your processes to save time across the board!

3. Be prepared

Instead of spending lots of time on personalised quotations, have a pdf price list ready that you can simply email to potential customers.

Alternatively, create a template quote or set up an email template so you can reply straight away. Trust me, when the enquiries start coming in, you’ll be so thankful you’ve done this!

Filter Them Out

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As a small business, it’s important to attract the right clients. If you find that a lot of people who get in touch don’t have the right budget or aren’t a good match for another reason, chances are you need to adjust your marketing.

Most of all, make sure that your brand reflects your small business accurately and appeals to the people you want to do business with.

For example, an expensive product should be represented by high-quality marketing materials and a corresponding tone of voice.

Otherwise, potential customers may assume it’s a cheap product and won’t be willing to pay when they find out your prices. Or the other way around.

It takes quite a bit of time to get your branding spot-on. But it will definitely save you time in the long run as you will be attracting the right people whose expectation fits reality.

Read more about how I created a strong brand, and how you can too!

Turn price shoppers into paying customers

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But just because you’ve improved your workflow to deal with comparison shoppers doesn’t mean that you should sit back and ignore them.

There is still a chance to make a lasting impression and turn them into a paying customer for your small business. And it doesn’t take much effort either.

1. Give them a call

How about giving them a quick call back to ask a few questions? This way, you can find out exactly what information they need and help them straight away. (And you can outsource that.)

Just don’t make this a sales call! Focus on providing great customer service and useful information. This is quick to do, and the personal touch can go a long way.

I’ve found that not everyone likes getting a phone call, so here’s a useful tip when it comes to replying to enquiries. On your online contact form, ask if you can give them a call back to make sure they get the right quote or prices.

Ensure that they have the ability to opt out, and give people the option to select their preferred method of contact so you can avoid unwanted phone calls. An unwanted call will likely have the opposite effect!

2. Make them an offer

Another way to make a good impression is to have a temporary special offer ready to encourage purchase. And don’t forget to follow up by email.

The offer doesn’t need to be a discounted price, by the way. You can throw in an extra service or waive the delivery costs.

Photo by PeopleImages from Getty Images Signature via Canva Pro

3. Keep in touch

Keep the conversation going so that even if the customer doesn’t purchase straightaway, they keep your small business in mind.

Make them aware of your social media channels. Ask if they would like to be added to your mailing list for future updates or special offers.

They probably won’t become your best-selling clients, but they might become a source of referrals and recommendations.


To read more about this topic, have a look at these:
Should You Keep Your Rates a Secret?
How I Found My Ideal Client & What I Learned Along the Way
Do You Know Where Your Clients & Customers Are Coming From?
How to Get Referrals for your Small Business


Denise Strohsahl brand and marketing consultant for small businesses

Hello, I’m Denise from sandstonecastles, a brand & marketing consultancy based in Edinburgh, Scotland.

I help small business owners like yourself to find the right marketing that’s in line with your brand and values.