Patrick Campbell

Early on, many startups don’t want to show prices — and that’s okay. Most don’t really know what they should charge, so they prefer to get intel by asking inbound customers some pricing questions. However, when you reach a point where you want a touchless sale, then you need to show your pricing. If it’s not a clear number, such as in Wistia’s case, give a range. It doesn’t mean your pricing is negotiable — just that it varies depending on the customer. On the Price Intelligently pricing page, we give direction, not a figure. We’ll use a range, such as $20-30K, or a starting point, such as ‘packages begin at 45K.’ That allows people to self-filter and qualify themselves so no one’s time is wasted and opens a conversation to finalize the price.

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