In April of this year we had a house fire.
Since then our family has been living in a temporary apartment.
We got word last week that we should be able to move back in right before Thanksgiving. I want things to go smoothly with our move so I decided to start my search for movers.
I searched 'best movers in Fort Worth" and the top result was a company that I had heard good things about. I went to their site and started looking around. I was delighted to see that front and center was a button where I could click for pricing.
I went through the steps of entering where I was moving to and from, how many boxes and pieces of furniture I had, if there were stairs at either location and a few other details. Finally, I entered in my contact information and then clicked to submit.
Instead of getting estimated pricing (which is what I expected) I got a message saying someone would be calling me shortly to discuss my move. WHAT?!
I did not want to speak to someone about my move. I just wanted an estimated cost from their company so I could start planning and know if their cost was anywhere close to my budget.
Sure enough my phone rang not even 10 minutes later. I failed to mention earlier that this was a Saturday morning around 7 am as I was waiting for my baby to wake up. I didn't answer. I received two more calls before 9 am.
This experience left me feeling like this company used "Bait-and-Switch" tactics to gain my contact information without providing the information I felt I would receive. I do not think that the company set out to create an online quoting experience that would leave prospects frustrated and disappointed but that is exactly what they did.
My perception that the "pricing" function on their site is a dishonest way to gain my contact information has left me looking for a different moving company.
A few final thoughts:
- If you offer an online pricing or quoting function on your site provide the information you say that you will. Period.
- If your process involves speaking to a prospect before providing information to them you should clearly spell that out so that your prospect knows what to expect.
- Providing pricing on your website is a must nowadays. It doesn't have to be exact down to the penny pricing but it should allow website visitors to qualify or disqualify themselves. Your website should seek to empower and educate prospects so they can make informed buying decisions.
The best piece of advice I can give is to always put yourself in the shoes of your prospects and customers. Sometimes this means getting out of your own head and forgetting what you think is best and really seeking to provide the best experience for your audience.