Jason M. Lemkin argues for honest and transparent pricing in B2B sales, noting that whether pricing is fully transparent, semi-transparent, or requires contact depends on product complexity. He emphasizes a cultural shift: assume customers know what others pay and forbid secret, unequal discounts, because opaque practices harm team morale and fairness.
Okay, next point. Have honest pricing. Now, there are times, certainly, when contact me or call me makes sense on the pricing page, if your product is complicated, or if you have no interest in small businesses or smaller accounts. But however you do it, whether pricing is transparent, semi transparent, or contact me, that's a different point. The point I'm making is this exercise, and it will transform how your sales team works, which is that assume every customer knows what every customer pays. Sales hates to hear this. They hate it. They want to be able to cut a crazy discount every once in a while that isn't fair to your other customers. Or cut a crazy deal. Don't allow it, folks. Don't allow it. How would someone in your company feel, a director, if they found that another director made twice as much money as them? They'd feel terrible.
