Importance of Transparent Pricing

Ok I’m sorry, but if you’re afraid to talk about price, you’ve already lost. Too many reps dance around pricing like it’s a state secret. They dodge the question. They stall. They try to “build value” first, or wait until they are told they are the vendor of choice. Buyers aren’t stupid. They know everything has a cost. And when you hide pricing, it does two things: 1. It destroys trust. If they have to pry it out of you, they assume it’s inflated or arbitrary (which is even worse). 2. It wastes time. If they can’t afford it, they’ll figure it out eventually...after you’ve sunk hours into a dead deal. Great salespeople don’t hide the number. They control the pricing conversation. This is the type of conversation countless reps have learned via our programs at Sales Assembly: - “Most of our customers invest between X and Y, depending on scope. Does that align with what you were expecting?” (Frames price as a range, not a fixed number.) - “Pricing depends on a few factors. Can I ask a couple questions to make sure I give you the right ballpark?” (Gives context before dropping a number.) - “If we land in that range, would budget be a blocker?” (Surfaces potential objections early.) Transparency isn’t just about being upfront. It’s about building trust and setting the right expectations from day one. Because if a deal dies over price, better to know in minute five, not month five.

Sales teams don't realize the damage they do by playing coy around pricing. Two big mistakes I frequently see salespeople make are: Anchoring high so you seem generous later, and withholding even vague pricing ballparks until deep in the process. When you create uncertainty around pricing, buyers don't assume it's because you have a great price coming; they assume it's because you're nervous about dropping a bomb on them. Swap out theater for transparency: • Offer a realistic range on the first call. • Share the math - modules, headcount, contract term - transparently so they understand the levers • Invite them to flag misalignment early so no one spins wheels. One minute of candor today spares three weeks of spreadsheet limbo tomorrow and proves you’ll be just as straightforward at renewal time. Price clarity builds trust faster than any "Art of the Deal" anchoring tactic. Up next: Humility is a sales superpower

Why we moved to fully transparent pricing at Bardeen Three key reasons drove this decision: 1️⃣ It's the right thing to do. I've always believed businesses should be upfront about their pricing. But I've also never been able to pull it off, until now. Usage-based models especially require deeper transparency. 2️⃣ Our customers demanded it. We kept seeing prospects book sales demos with one primary goal: to learn our pricing. This created unnecessary friction in the buying process and wasted everyone's time. 3️⃣ Our pricing story needed clarity. With our new three-tier approach (Starter, Teams, Enterprise), we've made it simple to understand what you get at each level - from AI Agents and Playbook Builders at the Starter level to dedicated GTM consultants and custom-built AI solutions at the Enterprise tier. And to be fully transparent about our internal reasons: 4️⃣ We were competing against ourselves. Our previous packaging was too complex, creating confusion for both our team and our customers. Simplification was necessary. 5️⃣ Our GTM repositioning changed our audience. When we shifted focus to GTM teams in January, we started attracting more qualified leads who had different expectations. We needed to meet these sophisticated buyers where they were. With clear, upfront pricing. The "contact sales for pricing" approach is really just a vehicle to force discovery tactics and create artificial urgency. This tactic doesn't work in most other industries, so why do we still accept it in SaaS? Particularly in outcome-based SaaS? Our pricing is still flexible, and we offer trials, but we want people to have a clear sense of what they're getting into before booking a demo call. Transparency itself becomes a qualifier - prospects who understand our pricing can make informed decisions about whether we're the right fit before either of us invests time in a sales conversation. I'd love to hear your thoughts: Have you moved to transparent pricing in the last 12 months? What should we be looking out for next? cc Pascal Artem Jason Ashish Joshua Burak

Is your SaaS pricing a mystery? Many businesses hide costs. The mistake? → Losing customer trust → Getting bad reviews later → Missing out on easy sales → Confusing potential buyers This hurts your brand. What if your pricing built instant trust? Imagine customers converting with full confidence. This happens with clear prices. Here’s how to make your SaaS pricing transparent: → Update prices often → Display prices simply → Offer flexible choices → Use plain, clear words → Show all costs upfront → List upgrade costs openly → Show plan benefits clearly → Give free trials or guarantees Clear pricing isn't just nice. It drives more conversions. P.S. How do you ensure pricing transparency? ♻️ If you find value, let others benefit too. _________________________________________ Ready for more SaaS pricing insights? Follow me, Marcos Rivera 🔔

𝗪𝗵𝗲𝗻 𝗣𝗿𝗶𝗰𝗲𝘀 𝗮𝗿𝗲 𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝘁, 𝗘𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴 𝗚𝗲𝘁𝘀 𝗕𝗲𝘁𝘁𝗲𝗿 Everything? Yes, everything. Do you remember when the prices of airline tickets, hotels, and vehicles were not clearly disclosed and searchable? In those days, most of the buying effort was devoted simply to finding out the price of the product or service or negotiating a price. Doing any kind of price comparison between similar products and services was a major time commitment. It was exhausting. It also meant too little time or effort was devoted to evaluating the quality or value of the product or service. By the time you found a price that worked for both buyer and seller, you were ready to purchase and move on. However, as soon as prices became transparent, the focus of the purchasing decision fundamentally changed. Almost overnight, consumers started focusing on quality and value. Suddenly, salespeople didn't need to be skilled in price negotiation, they needed to be skilled in knowing and communicating the benefits and value of the products and services they sold. Product manufacturers and service providers were forced to improve and communicate the value they delivered. When prices became clear and transparent, the overall value (benefits in excess of price) became the focus. Everything became better. This is where we're heading in healthcare. Most incumbents are fighting this. Large hospital systems, large health insurance carriers, large status quo benefit brokerages all want prices to remain hidden. Consumers have less time and energy to focus on value when prices are hidden. Expectations for value remain very low. But that's not our future. Price transparency in healthcare is here and is accelerating quickly. Everything in healthcare is getting better. Agree or disagree?

Price transparency isn't about pricing. It's about authority. Here's what most people get wrong: They think hiding prices makes them look exclusive. Actually, it makes them look uncertain. Real experts aren't afraid to own their value. As one client said, "I want to be the Lexus of my industry." Here's why transparent pricing builds authority: 1️⃣ It shows market confidence ↳ You understand your worth ↳ You've tested your pricing ↳ You're not guessing anymore 2️⃣ It filters your audience ↳ Tire-kickers exit early ↳ Serious clients stay ↳ Everyone respects clarity 3️⃣ It demonstrates leadership ↳ You set market expectations ↳ Others follow your lead ↳ You own the conversation 4️⃣ It builds trust through action ↳ No surprises = no friction ↳ Clear prices = clear decisions ↳ Transparency = professionalism Here's what we do: → Announce price changes 6 months ahead → Explain the value increase → Honor legacy pricing for existing clients → Set clear deadlines for action The result? • Zero pricing drama • Faster sales cycles • Higher-quality clients • Stronger market position Remember: How someone feels about your pricing is none of your business. Tie it to your value and you can never go wrong. What's your approach to pricing transparency? Share your experience below.

Would you stop at a gas station that didn’t post pricing? Maybe if it were the only option within one hundred miles… Maybe. There are many reasons why B2B companies don’t openly share pricing. None of those reasons are customer-oriented. If someone has to talk with sales to get pricing, you’re putting a major obstacle in the way of the sale and wasting your team’s time. I've been a primary decision-maker in purchases for businesses I own, companies I've worked for, and on behalf of clients. There are many times I've skipped companies during the research process because I couldn't determine their price and didn't have weeks to wait for sales to reach out to schedule a meeting. Sales lost instantly. Instead, position your product well and create messaging that clearly shows the value upfront. Then, create a pricing page with actual pricing. You can get creative here. Ideally, you create set pricing or minimum pricing that you display for the world, but more importantly, for your prospects to see. Alternatively, you can show a price range or a typical price or create an entry offer like an assessment. Customers want to know pricing upfront so they can self-qualify in or out. Your price is also an important factor in telling prospects what level of service you offer. With AI being used as a primary tool for research, buyers are in the driver's seat now more than ever. At this point, there will be pessimistic protestors who oppose transparent pricing. I have just one thing to say: would you buy gas from this station? #b2bmarketing #enterprisemarketing #pricing #meme

How transparent is your financial brand when it comes to pricing and product features on your website? In a recent study, we tackled a common concern: Should we disclose pricing information upfront? Some worried that transparency could be risky. But here’s the truth 👉 Pricing drives decision-making. If your prospective account holders have to hunt for fees or rates, they’re likely asking themselves, “What else are they hiding?” And that question chips away at trust, something no financial brand can afford to lose. In fact, studies show that hidden costs or the overuse of vague terms like “free” can actually push people away rather than pull them in. 💡 Prospects want to know what they’re getting into. The more upfront you are, the stronger your relationship will be right from the start. During the study, we also noticed a common pitfall in product comparison charts: clutter. Too many irrelevant features take up valuable space, causing confusion rather than clarity. When all products share the same features, why list them repeatedly? Instead, focus on what truly sets each product apart. Simplify your comparison tables. Remove redundant features and use icons to visually communicate the core benefits of your products. Visual data is processed 60,000 times faster than text, so let your images do the talking. 🎉 And here’s a win: This financial institution didn’t just listen, they took action. Within days, they updated their website to make pricing clearer, repositioned their visuals to prioritize mobile access, and simplified their product features👏 Audrey Cannata #digitalgrowth #websitesecretshopping #financialbrands

As a TA professional, here's something I firmly believe in: Transparency around compensation—right from the first conversation! Candidates deserve clarity early on to decide if a role aligns with their career and personal goals. Waiting until interview three or four to talk about salary doesn't serve anyone well. It wastes valuable time and can create unnecessary frustration. Great recruiting is about open, honest communication. Talking numbers upfront isn't just respectful—it's essential to building genuine trust. What do you think? #Recruiting #Transparency #CandidateExperience #Trust #BuildingRelationships #Recruitment