A reader asks: I have a question when it comes to ride sheets.  Should you have your prices in them or not?  If so what are the advantages and disadvantages?  Do most operators have prices on ride sheets?

Billboard Insider’s company, Circle City Outdoor, puts prices in our ride sheets.

• It makes our sales effort more effective by weeding out prospects who simply don’t have the budget to pay for a sign.
• It’s clear and plain-dealing.  No one likes to feel like they are being manipulated and making people call to get a price does this.

There are some disadvantages of putting prices in ride sheets:

• It tells your competitors which your prices are.
• It also keeps people from calling if they think they can’t afford the price.  There are many other things which are important in an out of home transaction and turning off someone before they call keeps you from having a discussion.
• It makes the negotiation all about price

What’s your approach on listing pricing in ride sheets?  Take the poll below.

Email any comments to davewestburg@billboardinsider.com or use the form below.  We’ll do a followup post on what our readers think about putting pricing in ridesheets.

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