“Just send me pricing.”
It’s a common request from prospects, but one that often signals more than it appears. At first glance, it might seem like a step toward a potential deal, but in reality, it’s often a red flag. Prospects who ask for pricing upfront without engaging in a conversation may not be serious about solving their problem—or even clear on what they need.
The Problem with Pricing Without Context
Pricing, when provided in isolation, lacks meaning. It’s akin to asking for the cost of a car without deciding whether you need a sedan for the family or a sports car for performance. Without context, pricing becomes a disconnected figure that doesn’t address the unique needs or challenges of the prospect.
The reality is that most effective solutions can’t be reduced to a one-size-fits-all number. Discovery is a vital step in understanding the scope of a prospect’s requirements, aligning expectations, and ultimately providing a tailored proposal.
When a prospect skips this step and pushes for pricing, it’s rarely about efficiency. More often, it’s a way of avoiding a deeper conversation or masking indifference toward their problem.
Why Discovery Matters
Discovery isn’t just a box to tick—it’s the foundation of meaningful sales interactions. Through discovery, sellers and prospects:
- Clarify needs: Determine what the prospect truly requires, aligning the solution to their goals.
- Build trust: Establish rapport and demonstrate genuine interest in solving the problem.
- Provide value: Position pricing in the context of the benefits and ROI the solution delivers.
Without this step, there’s no way to provide an accurate pricing range, let alone justify its value.
Knowing When to Walk Away
Not every prospect is worth pursuing. If someone hasn’t spoken with you, refuses to get on a call, and insists on receiving pricing first, it’s often a sign they aren’t ready—or willing—to engage seriously. Pursuing such leads is likely to waste time and energy better spent on prospects open to collaboration.
Instead of chasing these inquiries, it’s better to adopt a clear and professional approach:
- Explain the importance of discovery: Help the prospect understand that discovery ensures the pricing aligns with their needs.
- Offer next steps: Suggest a quick call or meeting to discuss their goals and clarify what they’re looking for.
- Be ready to walk away: If they remain insistent, recognise that it’s better to focus on opportunities where mutual investment is possible.
Prioritise Conversations Over Transactions
Successful sales relationships are built on dialogue, not just numbers. When both parties are committed to understanding and addressing the problem, pricing becomes a part of the broader solution, not just a figure on a page.
By prioritising discovery and being willing to part ways when necessary, sellers can focus on prospects who value collaboration—and ultimately close more meaningful deals.
