Should Your Pitch Demo Be Free or Paid Discovery? Navigating the Pros, Cons, and Pricing Strategies

Choosing between offering a free pitch demo and charging for paid discovery requires balancing business costs, perceived value, and client commitment. Free demos can generate leads but risk undervaluing your expertise; paid discovery filters serious prospects and better compensates your time¹.

Is a Free Pitch Demo Really Free?

For agencies and consultants, free demos are standard in competitive markets but often come with hidden costs. While they help uncover client needs and establish rapport, they set expectations that your time holds minimal value and may lead to unproductive meetings, especially with non-serious prospects¹. Companies with low lead volume benefit from combining discovery and demo to reduce friction and maximize exploratory conversations⁴.

Paid Discovery: Filtering for Serious Clients

Paid discovery sessions introduce a barrier that screens out less motivated prospects—those who value your time are more likely to commit to the engagement and the subsequent project. Charging for discovery typically increases both parties’ investment and motivation, leading to more thorough analysis and documentation. It also increases profitability by reducing sales overhead and ensures that only qualified leads progress¹.

Pricing Strategies for Discovery Sessions

The fee for a discovery phase often ranges from 5-10% of the total projected engagement, making it best suited for substantial projects (e.g., above $5,000)¹. Dynamic and value-based pricing evaluates the market demand and client value, but competitor and economies-of-scale should also inform your strategy^2,5,8. Consider whether you position yourself as a premium provider, a budget-friendly option, or somewhere in between—and adjust your pricing model accordingly.

Demo Type	Pros	Cons	Best For
Free Pitch Demo	Lower friction, wider net	Lower perceived value, time wasted	Startups, high lead flow
Paid Discovery	Filters non-serious leads, profit	Smaller pool, upfront sales work	Agencies, complex projects

Essential Steps to Structuring Your Discovery Offer

1. Assess client qualification before each session.
2. Clearly communicate outcomes and deliverables of discovery.
3. Justify the fee with tangible benefits (audit, roadmap, expert insights).
4. Set pricing aligned to project scope and client budget.
5. Decide if payment credits toward future services.

For teams seeking to modernize their sales workflow or redesign lead qualification processes, AI-powered platforms like Revamp.dev can automate parts of your demo and discovery presentation, optimizing conversion outcomes and user experience effortlessly.

Quick answers

• Does charging for discovery reduce tire-kicking? Yes; paid sessions indicate higher prospect commitment and motivation¹.
• Is free demo best for early-stage product launches? Often yes, especially when lead generation is the priority⁴.
• Should paid discovery fees be credited toward project costs? Many agencies do so; it adds fairness and incentive.
• What if clients balk at paid discovery? Consider offering free discovery for small projects, but clarify boundaries¹.
• Is there an ideal price percentage for discovery? 5–10% of total project value is common for substantial engagements¹.

Key takeaways

• Paid discovery improves sales efficiency, client qualification, and profitability for agencies and consultants.
• Free demos generate leads but are prone to undervaluing expertise and wasting time.
• Structure your discovery offer and pricing around project size, positioning, and expected deliverables.