The Elephant in the Room: Pricing

People withhold pricing probably even more than they withhold the demo. That makes me crazy. We can't give you pricing until we know the specifics of your project, right? You fall in love with my product and now you can't quit. They see right through you. But I actually think by giving pricing early like that, you are optimizing for win rate. Find out what they need for them to feel like they're running their process and then get it to them.