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Key takeaways
Should you hide your pricing or share it early? Today’s buyers expect upfront, transparent pricing. Gatekeeping can scare buyers away. Share ballpark figures early and revisit final numbers before sign-off. Trust and clear information win deals faster. trumpet makes sharing pricing details simple, secure and easy for buyers to find.
In B2B sales it's especially important since there are so many competitors out there ready to snatch a deal. So what is the right time to talk about pricing and how open should you be about it?
What is pricing gatekeeping?
Pricing gatekeeping is when a company hides or withholds pricing details. This forces prospects to speak with a rep before they learn costs. Examples include vague "Contact us for pricing" pages or avoiding the money talk until late in the sales cycle.
Is gatekeeping pricing outdated?
In some situations, yes. Buyers want control and clarity. Hiding pricing can:
- Make you look secretive
- Create mistrust
- Push buyers to competitors who are transparent
However, for complex solutions with variable costs, it can make sense to share pricing later or offer a ballpark range first.
Pros of gatekeeping pricing
What are the pros of gatekeeping pricing?
- It can filter out unqualified leads, saving your senior reps time
- It can give you space to explain the value behind a high price before sticker shock hits
- It keeps competitors guessing about your margins
What are the cons of gatekeeping pricing?
- It can feel secretive and scare off cautious buyers
- It makes self-service harder, which today’s buyers expect
- It risks losing you deals to competitors who show clear prices up front
Data point: According to Salesforce, 86% of B2B buyers expect self-service options, which includes seeing costs.
When should you talk about pricing?
Aim for two key moments in the sales cycle:
1. Early in the funnel
- Give rough pricing on your website or in early materials
- Helps buyers self-qualify and stay interested
- Shows you are open and trustworthy
2. At the final decision stage
- Confirm accurate numbers when all stakeholders are ready
- Tailor final figures to match the buyer’s context and needs
- Remove surprises and help decision-makers sign faster
Talk about pricing with future clients
Finding ways to openly talk about pricing with your clients from the early stages all the way to the final dotted I's and crossed T's makes you more trustworthy and friendly and helps customers make informed decisions.
Trumpet is proud to be at the forefront of personalised, customer-first sales, offering an easy-to-use platform that makes information sharing a breeze. For more information on how Trumpet can change your sales, visit our blog.
FAQs
Why do some companies still gatekeep pricing?
To protect margins, handle complex deals or filter unserious buyers.
How early is too early to show pricing?
If your product is simple, show pricing immediately. If complex, offer ranges or examples early, then refine later.
What if my pricing changes for every deal?
Share ballpark ranges upfront and explain variables. trumpet Pods let you update live, so there’s no confusion.
Does hiding pricing really cost sales?
Yes. Today’s buyers research heavily before speaking with sales. If you hide costs, they might drop you from their shortlist.
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