When it comes to selling, many businesses are their own worst enemy. They hide the very thing prospects care most about: price.
Think about it: whether you sell software, sewing machines, or security systems, price is at the top of every buyer’s mind. Yet too often, companies bury it behind vague phrases like “call for a quote” or force buyers to talk to sales before sharing a single number.
In this episode of Endless Customers, Alex Winter sits down with business coach Brian Casey to tackle one of the most common buyer questions: How should we talk about price on our website without scaring people away? Brian shares why transparency matters, how to approach price conversations online, and why honesty builds more trust — and more sales.
Brian explains that many companies see price as something to reveal later in the sales process. They believe hiding it gives them control. The problem? Buyers see it as evasive.
As Brian puts it: “If we make a conscious decision not to talk about cost and price, we’re choosing to handicap the prospect’s ability to buy from us.”
When businesses avoid the topic, they frustrate prospects. Worse, they risk losing them to competitors who are more upfront.
Being transparent doesn’t mean publishing every line item of your pricing model. Instead, Brian recommends:
Sharing price ranges: Give prospects a ballpark so they know if you’re in their budget.
Explaining cost drivers: Break down what makes your product or service more expensive or less expensive.
Providing examples: Show sample projects, packages, or scenarios to illustrate how pricing works.
This way, prospects feel informed without being locked into a rigid number.
Today’s buyers expect to find all the information they need before ever speaking to sales. In fact, research shows that most buyers are already 70–80% through their buying journey by the time they reach out.
When companies openly address cost:
They filter out bad-fit prospects who can’t afford them.
They build trust with good-fit buyers who value honesty.
They shorten the sales cycle, since pricing questions are answered up front.
In Brian’s words: “We should empower a customer or prospect to make an educated decision. When we give them upfront information about price — ideally on our websites — we give them the information they’re looking for.”
If you’re asking, “How do I figure out the right way to share pricing on my website?”, start small. Write one clear piece of content that addresses cost ranges and explains the factors that influence pricing in your industry.
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Brian Casey is a business coach and marketing trainer at IMPACT, where he leads companies through They Ask, You Answer transformations.
Learn more about Brian from his IMPACT bio page
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Should I list exact prices on my website?
You don’t need to publish a full price sheet with every option. What matters is giving buyers a realistic idea of what to expect. Share price ranges, explain the factors that influence cost, and provide examples of what different projects or packages might look like. This way, buyers understand what drives pricing without you locking yourself into a single number.
Won’t I scare buyers away by listing prices?
You might turn away some people — but those are usually the ones who were never a good fit in the first place. The right buyers will see your openness as a sign of honesty and will be more willing to engage with you. Sharing pricing information saves both you and your prospects time, because it helps filter out those who were never going to move forward.
What if my competitors see my prices?
Your competitors likely already know what you charge, or at least have a good sense of it. Hiding your pricing doesn’t give you an advantage — it just keeps buyers in the dark. By explaining ranges and cost factors openly, you build trust and position yourself as a teacher in your space. That transparency is far more valuable than keeping numbers secret.
What’s the best format for pricing content?
There isn’t a one-size-fits-all approach. Some companies start with a detailed blog article that breaks down costs and factors. Others prefer a video that explains pricing in a personal, approachable way. For certain industries, a pricing calculator works best, letting buyers explore what their investment might look like. The right format is the one that makes your pricing clear and accessible for your buyers.