Let’s cut to it: yes, you should talk about price.
Because here’s the reality—your customers already know.
They’ve bought from you. They’ve bought from your competitors.
They’ve seen the quotes. They’ve shared them with each other.
You’re not guarding a secret. You’re just creating friction.
And in a world that’s shifting toward seller-free experiences, hiding your pricing doesn’t make you look exclusive. It makes you look out of touch.
Buyers today want to self-educate. They want to understand the landscape before they ever pick up the phone. And the companies that win are the ones who help them do that—not the ones who gatekeep every number like it’s national security.
“What’s the Price?”
“Well, it depends…” (And That’s Totally Fine)
Most manufacturers avoid price transparency because their answer is, genuinely: it depends.
Fair enough.
Custom work. Complex specs. Volume variability. Tooling. Lead time. Alloy volatility.
But here’s the thing: your customer knows it depends. What they don’t know—yet—is what it depends on. And that’s where you have a huge opportunity.
Instead of dodging the question, explain it:
- What are the top 3–5 variables that impact cost?
- What choices drive pricing up or down?
- What should a buyer expect at low volume vs. high volume?
- How does packaging, processing, or finish change the quote?
You don’t have to publish a line-item breakdown. You just have to be honest and helpful.
Show a Range. Earn Their Trust.
You don’t need to post your quote sheet on your homepage.
But showing a range—and explaining what affects it—is more than enough.
Say:
“For a basic stamped part in 304 stainless, you can expect $0.10–$0.40 per part depending on complexity, volume, and tolerance requirements. Here’s how we estimate…”
Or:
“Custom cable assemblies typically range from $200–$1,500 depending on run size, material, shielding, and connectorization.”
This kind of transparency does two powerful things:
- It helps weed out unqualified leads.
- It builds confidence with serious buyers who appreciate not having to guess.
Pricing Pages, Estimators, and Configurators—Yes, You Can
Some manufacturers think digital pricing tools are just for e-commerce shops. Not true.
We’re seeing a wave of industrial companies embrace tools like:
- Pricing explainers with ranges, scenarios, and cost drivers
- Interactive estimators that give rough ballparks based on key inputs
- Product configurators that walk buyers through the choices that affect price, lead time, and compatibility
These tools don’t replace your sales team. They empower them.
They generate better-qualified leads. They reduce tire-kicking. And they show buyers that your company is confident, capable, and easy to work with.
The Real Risk Isn’t Sharing Too Much—It’s Hiding Everything
If you’re worried about competitors seeing your pricing, ask yourself:
Do you think you’re the only one who knows what they charge?
Of course not.
Your customers buy from all of you. They know the game. They’ve done the math.
Being vague doesn’t protect your margins. It just makes it harder for your buyers to trust you—and easier for them to disqualify you before you even get a shot.
Transparency isn’t a threat. It’s a differentiator.
Educate. Don’t Obfuscate.
We say it all the time at The Right Horse: Your buyer is the hero. You’re the guide.
And that means helping them feel informed, confident, and in control—not confused, cornered, or forced to call someone just to get a ballpark.
Price is part of the decision. Don’t make it a mystery.
Ready to talk about price like a modern manufacturer?
Schedule a discovery session with The Right Horse.
We’ll help you build pricing content that earns trust, filters leads, and positions your team as the supplier buyers actually want to work with.
