We’ve all been there. You walk into a store or browse a website, find something that piques your interest, and then… crickets. No price. Just intrigue and confusion. The result? You walk away. That moment of friction—where curiosity could have turned into a sale—was lost.
While traditional sales training often emphasizes hiding the price until after explaining the features and benefits, the reality is that many modern buyers want the price first. Why? Because pricing isn’t just about money—it’s about qualifying the purchase. It answers the internal question: Is this even in the ballpark of what I’m willing to spend?
Take my recent visit to an antique mall. I spotted an item that caught my attention. But when I couldn’t find the price quickly, I moved on. Why waste time digging for a price when there are thousands of other things to explore?
In another example, I posted a job opening for an editor for this blog. I received 39 proposals. Surprisingly, about a third of the applicants didn’t include their hourly rate. Regardless of their experience or portfolio, those proposals were instantly disqualified. I don’t have time to chase people down for their price. If you’re selling a service and the price isn’t clear, you’re already behind your competition.
Let’s face it—attention spans are shrinking. We’re all busy. And with so many choices available to us at any given moment, anything that creates friction—like hidden pricing—can cost you the sale.
Yet, ironically, some business owners think they’re being strategic by hiding the price. They believe it gives them leverage, creates intrigue, or forces the customer to “engage” before finding out the cost. But in today’s marketplace, customers are more informed than ever. If they don’t find the price quickly, they won’t ask—they’ll click away.
That doesn’t mean you have to plaster your prices everywhere, but you should at least make the process frictionless. For products, show the price. For services, offer clear pricing tiers or at least a “starting at” baseline. If your offering is custom, provide a fast way for potential clients to get a ballpark figure.
There are exceptions, of course. Some luxury or high-ticket items thrive on a bit of mystery. But for 95% of businesses, clarity trumps mystery. If your customer has to hunt for the price, you’re losing sales before the conversation even starts.
