More Important Than “Include or Exclude”

(This article is an excerpt from How to Write Winning Proposals: 5 Data-Backed Secrets.)

Many marketers and sales reps wrestle with one question:

“Should I include pricing in the proposal?”

Some worry it’ll weaken their negotiation power later. Others fear they’ll look more expensive than competitors—so they leave pricing out entirely, hoping to “discuss it in the meeting.”

Truth is, there’s no universal rule here. It depends on your service type and internal strategy. But data shows something worth noting: Proposals with transparent pricing actually perform better.

💡 Transparent Pricing Lifts Acceptance Rates by 25%

According to Proposify’s global analysis, proposals that clearly stated pricing saw an average 25% higher acceptance rate than those that didn’t. QorusDocs found a similar trend: when pricing was presented upfront, clients responded faster and spent more time reading.

Why?

From a buyer’s perspective, a proposal without pricing triggers doubt — “Is this going to be too expensive?” Requesting a quote adds friction, so many simply move on to the next proposal.

On the other hand, clear pricing builds trust. Clients can instantly judge whether it fits their budget and value expectations. Transparency becomes the foundation for a credible relationship.

⚠️ The 3 Drawbacks of Hiding Your Price

1. It creates friction.

   If clients have to contact you just to get the price, they’ll likely skip your proposal altogether.

2. It breeds mistrust.

   Hidden pricing often implies “probably expensive.” Lack of openness can backfire, reducing negotiation leverage.

3. It puts you behind competitors.

   When others disclose pricing first, buyers naturally start there. Clear information wins attention.

In short, hiding your price doesn’t protect negotiation power—it risks losing the deal entirely.

💰 Use a 3-Tier Pricing Card

So, how should you present pricing? Not by simply lowering it—but by structuring it clearly.

Create a comparison that helps clients assess value, not just cost — for example, Basic / Plus / Premium tiers:

• Basic (₩50,000/month) – Core features only

• Plus (₩70,000/month) – Includes analytics

• Premium (₩100,000/month) – Adds personalization + real-time alerts

• 
  

This structure turns pricing from a number into a choice. Clients think, “The Plus plan fits us best,” instead of “This service is expensive.”

🤝 Transparency Builds Trust

Leaving out the price doesn’t make you stronger in negotiation—it makes you harder to trust. Openness signals professionalism and preparedness. Even if the deal doesn’t close immediately, clients remember you as the honest and reliable partner they can revisit later.

So show your price with confidence. Transparency isn’t a risk—it’s your edge.

👉 See How to Identify Truly Interested Leads by Tracking Time on Pricing Pages (Full Guide)