Why Hiding Your Pricing Is Killing Your Sales: Lessons from 'They Ask You Answer'

Pricing is one of the most searched-for topics by buyers, yet less than 10% of companies openly share their pricing online. Marcus Sheridan, in his influential book They Ask You Answer, challenges this norm by advocating radical transparency. He argues that hiding pricing creates frustration, mistrust, and lost sales opportunities.

The Buyer’s Perspective

Modern consumers want to know exactly what they will pay before engaging with sales. Hidden or vague pricing causes them to abandon websites and look elsewhere. By providing clear, honest pricing information, companies build trust and attract prospects who are serious and qualified.

Overcoming the Fear of Transparency

Many businesses worry that competitors will undercut them or that revealing pricing will reduce negotiation power. Sheridan’s research and case studies demonstrate the opposite: transparency weeds out poor-fit customers and shortens sales cycles, ultimately increasing revenue.

How to Create Effective Pricing Content

Start by explaining what factors influence pricing, providing realistic ranges, and addressing common pricing questions. Use blog posts, videos, and FAQs to educate buyers thoroughly. One swimming pool company famously generated over $3 million in sales from a single pricing article, proving the power of this approach.

Integrating Pricing into Your Content Strategy

Pricing content should be part of your Big 5 content subjects, alongside problems, comparisons, reviews, and best in class. Ensure your sales and marketing teams align on messaging to maintain consistency and build trust at every stage of the buyer’s journey.

Conclusion

Don’t let fear hold you back. Embrace pricing transparency as a strategic advantage. By answering your customers’ toughest questions honestly, you not only build trust but also accelerate your sales and grow your business sustainably.

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