SUMMARY: Pricing has long been one of the sacred cows of technology marketing … all marketing, really. Companies are uncomfortable releasing their prices when it can scare off a prospect, be matched, bettered, negotiated down, etc. 82% of technology marketers keep their pricing at least “somewhat” confidential -- prospects must reach out to the company.
How is the Internet interacting with this time-tested model? There is evidence that keeping pricing close to the vest may cut companies off from new prospects, hot prospects and may not even have its intended purpose -- giving sales flexibility in pricing.