Industrial Marketing Collective Live April 17, 2025- “Driving Conversions using Price Curiosity”

This session discussed how to use the Price Curiosity Sales Sequence (PCSS) to engage new prospects first (before the competition), build value and shape requirements to win more deals at a higher margin.  The diagram below shows how PCSS fits into the B2B Sales Cycle. The focus is in the Awareness/Research phases.

See the recording of the full episode at gorilla76.com

 

Pricing Page Examples

The key to converting more traffic to actionable, sales approved leads is a strong Pricing Page that compels prospects to take action. We looked at 3 different Pricing Page options:

Example Pricing Page 1 – Re-write of existing Request-a-Quote page

This format is simply a re-write of a typical Request-a-Quote page with a standard form. In this case, Marketing is not allowed to provide any pricing directly so our only option is to “humanize” the page and help the prospect be more comfortable filling out the form. Using a picture of a sales person coupled with text copy that does not imply a sales conversation can “warm” the page and entice the prospect to take action. Price requests flow from a standard form into Marketing ownership and then onto Sales.

 

 

 

 

Example Pricing Page 2 – Dual Options using Sales Tool – 3-5X increase in lead captures

This format introduces two options to get pricing; a Self-Service Pricing (with Sales approval) and Full Service (contact sales). This method implies that Sales must stay in control of who gets pricing. It also enables Marketing to block competitors and personal email addresses from requesting pricing. Inquiries generally go to Sales first for approval to eliminate lead definition/ownership issues. Marketers should expect a 3-5X increase in capture leads.

 

 

Summary

Using Price Curiosity to drive conversions and increase sales is becoming mainstream. To design your own Pricing call-to-action strategy, download our free plan: Pricing Tool guide for Lead Generation