How Founders Should Announce Funding Rounds
January 8, 2026
The news of your funding can attract a lot of eyeballs to your product, so it's a big opportunity.
Today we’re talking about the wince test, which is a really helpful pricing tactic in B2B sales.
1. Do not worry about setting a high price. Nobody will be so offended by your price that they won’t speak to you again. Most of the time, they actually reveal their budget.
2. Confidently set a high initial price. If the customer pushes back — that is, they “wince” at your price — be ready to negotiate down to the maximum price they’re willing to accept.
3. Once you’ve done this with 5–10 customers, you’ll notice them clustering around a price, and that’s likely to be a fair estimate of the right price for your product. Don’t be surprised if it’s much higher than you expected.
Best of luck out there.
