Publishing your pricing is scary. The facts say do it anyway.

Why Transparency in Pricing Matters More Than Getting It Perfect

"Transparency sells better than perfection." I love this quote from Todd Caponi in "The Transparency Sale." When it comes to pricing, fear drives many companies to get this wrong.

I get it—publishing your pricing is scary, but it's time to push past those fears.

Here are some familiar statements clients have recently shared with me:

• "I don't want to box my salespeople in"

• "It will chase away prospects"

• "We don't want to anchor the buyer on a price that's too low"

• "I'm not sure I can easily justify our pricing"

Companies that hide their pricing behind a "call for quote" button want to get each and every proposal priced perfectly and extract as much as they think the customer will be willing to pay.

The truth is, companies with transparent pricing outperform those trying to get it perfect. Research abounds, but remember these facts:

What the Research Shows

1. Customers overwhelmingly want published prices
79% of consumers prefer to buy from brands that practice clear pricing and openly disclose additional costs upfront How can transparency in pricing enhance customer trust and loyalty?, according to research published in the Journal of Marketing. Even more telling, 70% of U.S. consumers are frustrated by hidden fees and complex pricing structures How can transparency in pricing enhance customer trust and loyalty?, finds Simon-Kucher & Partners.

2. Conversion rates soar when prices are published
Companies with transparent pricing see a 24% increase in customer loyalty How can embracing transparency in pricing enhance customer loyalty and drive sales while citing industry studies and expert opinions from sources like Harvard Business Review and McKinsey?, McKinsey discovered. In B2B specifically, 68% of B2B customers are willing to pay more for straightforward pricing experiences, especially when dealing with complex software solutions The Pricing Transparency Playbook: How Clear Costs Win B2B Buyers and Boost Revenue | by Viineet Naag (https://marketinggasoline.com/) | Jul, 2025 | Medium.

3. Transparent pricing builds trust and communicates value
A compelling study published in the Journal of Business Ethics found that 86% of consumers are willing to pay more for a better experience when they can clearly see the breakdown of costs associated with their purchases What role does transparent pricing play in building consumer trust, and what are some studies that highlight its impact on loyalty? Consider referencing recent research from sources like the Journal of Business Ethics or Harvard Business Review for credibility.. Additionally, 80% of consumers are more likely to engage with companies that employ transparent pricing practices Price transparency and its role in customer trust and loyalty, according to Deloitte research.

4. It actually increases customer lifetime value
Research from Harvard Business Review reveals that companies embracing transparent pricing see a remarkable 25% increase in repeat purchases compared to those that employ opaque pricing models How can embracing transparency in pricing enhance customer loyalty and drive sales while citing industry studies and expert opinions from sources like Harvard Business Review and McKinsey?. Why? Because 39% of customers have shifted to a competitor due to hidden expenses TogaiMedium, as Deloitte research shows. Transparent pricing keeps customers coming back.

The Bottom Line

The scarier path is NOT publishing your pricing.

If you still aren't convinced, you can quantify the risk-reward tradeoff through A/B testing or modeling your price elasticity. With AI, these analyses are more accessible than ever, even to the smallest company with the tiniest market research budget.

Regardless of the cost, understanding the math is well worth it.

If you need more confidence around your pricing and want to learn more about how you can grow margin with better pricing, reach out for a free pricing audit.