I’ve lost count of the number of times I was told “no” to put prices on the website. When the offer is bespoke enough, it is the right call; a single number on a page would be misleading rather than helpful, but often, the real reason is simpler: nobody wants a competitor to see it.

Bad news: your competitors will find your pricing anyway, through their own network or by talking to the same prospect you’re both trying to close. The only person you’re actually keeping in the dark is the buyer.

Gartner’s March 2026 research found that 67% of B2B buyers say they’d prefer a rep-free buying experience if they could. Not because they dislike salespeople, but because by the time they’re willing to talk to one, they’ve already done the work that used to happen on the call: comparing options, reading reviews, and forming a view of who’s credible and what it costs, and that’s only going to become more the norm in the agentic era.

Think about how you buy anything yourself. At some point you want a sense of the price before you invest more time working out whether it’s worth pursuing. Nobody enjoys going through a full sales process only to find out the number was never going to fit their budget. That’s not just about being considerate of a buyer’s time either; pricing visibility is a filter. It removes the people who were never a fit, at least not yet, before either of you spends an hour on a call finding that out the hard way and watching a healthy pipeline melt away.


So apart from pricing, where else does this play out? Buyers are answering their own objections and forming a view of whether to trust you, long before a salesperson gets the chance to do either.

Content that answers the objections a salesperson would normally handle on a call means the focus is now on the buyer’s specific situation, and not tick-boxing questions your website should have answered. Proof that doesn’t ask a buyer to take your word for it does the same job as visible pricing: it lets someone form a view without you in the room. Case studies, reviews, specific numbers from specific clients carry more weight than your own description of the work, because a stranger’s account is harder to dismiss as marketing.

None of this means the sales conversation stops mattering. It means its job changes. Less time repeating what a buyer could have read alone, more time on the one thing a call does that a webpage can’t: finding out if you’re the right fit for each other, once both sides already know roughly what they’re looking at.

If you’re not sure whether your own marketing is doing that work yet, happy to take a look at yours.

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