.png)
Estd 4.22.2023
Based on our saas pricing book, Price to Scale, the key is to make your transparency decision based on the characteristics of your market:
• If you’re operating in a large, homogeneous market, publicizing full pricing details can help scale your sales engine by reducing friction. When most prospects have similar needs, being transparent makes it easier for them to self-qualify quickly.
• In contrast, if your market is more limited or heterogeneous—such as with large enterprise customers who might require a tailored approach—less transparency can give your sales team the flexibility to qualify prospects on a deeper level. This way, you can craft specific packages and extract the necessary value without forcing one-size-fits-all comparisons.
Essentially, the trade-off is between speed at which you enable prospects to self-qualify and the ability to engage with prospects more strategically when their needs vary widely. As detailed in the Price Transparency discussion in our book, aligning your transparency strategy with your market structure and sales approach is critical to ensuring both ease of conversion and effective qualification.