Why you shouldn’t put your price on your website

Hey,

If you walk onto a car lot and see a $32k option, you might think: "That’s expensive."

But if you’re first shown an $89k model, and then shown the $32k one…

You might say: "Wow, what a deal."

That’s called price conditioning — and it works because humans don’t evaluate price in isolation. We compare. We anchor. We seek context before commitment.

Which is exactly why putting your high-ticket price on your website is often a mistake.

Not because you’re hiding anything.

But because value must come before price — and context must be built before decisions are made.

So what do you do instead?

You use a short intake form to create commitment, gather data, and pre-condition someone’s mind before they ever get on a call with you.

If you sell anything over $1k, here’s my personal rule:

❌ Don’t list your price on your site.
✅ DO ask these 7 questions before they can book a call:

The 7 Questions That Pre-Qualify, Pre-Sell, and Save You Time

1. What’s your name?

2. What’s your email?

3. How long have you been in business (or on this journey)?

4. What do you believe are the top 3 things holding you back?

5. If we work together, what would you love to accomplish in the next 6–12 months?

6. If accepted into this coaching/program, what could you realistically invest?

   • [Your actual price]

   • More than that

   • Even more

7. Anything else you’d like me to know?

That sixth question?

That’s the car lot psychology in action.
You're framing the price after anchoring the mind to higher-value possibilities.
And you’re gauging how close someone is to a buying decision — without asking them to “buy."

Because here’s the truth:

This one shift — asking the right questions before the call — can completely reframe how your offer is received.

If you’re selling anything over $1k…

Don’t list the price.
Condition for it.