The internet rewards companies that share information.
The corollary is also true, the internet punishes companies that hoard information.
Provide information of value to build trust with, and attract, prospects.
Strive to be genuinely helpful to those who want to know more about the products and services you offer.
Answer questions regarding price, strengths and weaknesses in a transparent way to gain credibility and trust.
By doing so you will build trust and establish your firm, and yourself, as a trusted advisor.
In the age of the internet and social media, the people and companies who are the best educators will be the most successful.
Everything you do to market your products and services should be for the purpose of educating prospects so they are better informed about the decisions they are making with regard to B2B or B2C purchases.
Worried that you'll say something that excludes you from a prospects' "considered set?"
Don't be. You've stopped wasting their time and yours. Isn't it better to find out your not a good fit early rather than late? It's much more efficient.
Be honest and find out early in the relationship whether or not your product or service can solve the prospect's problem.