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Wendy Covey
When a technical buyer asks for pricing, it rarely means they’re ready to buy. They may be building a budget, exploring options, or gathering information for a project that’s months away. So why do so many manufacturers treat every pricing inquiry as a sales-ready lead? In this episode, Dale Underwood, founder of SafePrice.io, discusses how companies selling complex products can rethink the pricing conversation and engage buyers earlier.
In this discussion, Dale distinguishes between budgetary estimates, which help buyers plan and evaluate options, and formal quotes, which support a purchase decision. He explains why the familiar “Request a Quote” button may discourage early-stage prospects who want pricing information without committing to a sales conversation. One simple experiment he recommends is changing that button to “Pricing” and measuring how engagement changes.
The conversation also explores how a self-service pricing option can work alongside a traditional sales inquiry form. Dale describes an approach that lets buyers seek estimates while giving sales teams control of approving and sharing pricing information.
Once an estimate is delivered, the follow-up matters. Rather than immediately asking when the buyer will purchase, Dale recommends offering help with project requirements or sharing relevant resources. That creates an opportunity to build trust and influence requirements before decisions are finalized.
For industrial marketers navigating long sales cycles, this episode helps you turn pricing questions into productive conversations.
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Wendy Covey
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Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.