What to say
What to say when a client says your price is too high
You have sent a quote and the client has come back saying it is more than they expected.
You want to keep the work without cutting your rate for nothing.
What is usually going on
"Too expensive" usually means one of three things: they cannot afford it, they do not yet see the value or they are testing whether you will drop. Your reply should find out which before you move. Discounting straight away tells the client your first price was padded and sets the rate for every job after it. Changing the scope keeps your rate intact and gives them a real choice. If they genuinely cannot afford it, a clear and friendly no keeps you the kind of supplier people recommend.
Replies by what you want to happen
Find out what is really behind it
Thanks for being upfront. Is it the total that's the issue or the timing of the payments?
Understood. What budget did you have in mind? I'd rather find something that works than lose you on price.
Fair enough. Which part of the quote feels hardest to justify? Happy to walk you through how it breaks down.
A question keeps the conversation open without conceding anything.
Change the scope, not the rate
I can't reduce the day rate but I can bring the total to £[amount] by dropping [item] and keeping [core item].
If budget is the constraint, we could do phase one for £[amount] now and the rest from [month].
Here is a lighter option at £[amount]: [scope]. It covers the essentials without [extra].
Every lower price comes with less work. That protects your rate for the next quote.
Hold the price and stay friendly
I understand. The quote reflects [x] days of work and I'm confident in it, so I'll keep it as it is. I can start on [date] if you'd like to go ahead.
That's the price for the work as scoped. If it doesn't fit this time, no hard feelings. I'd be glad to help on a future project.
I'd rather not discount but I can split payment in two: half to start and half on delivery.
Hold firm once, kindly. If they still walk, they were not your client at this price.
What not to send
- An immediate discount with no change to the scope. It tells them the first number was padded.
- A long defence of every line item before they have asked for one. It sounds unsure and invites them to pick at each line.
- "I'm already cheaper than most" or any dig at competitors. It makes price the only thing you are selling.
- Anything that hints you badly need the work. It hands them the leverage.
- A second, lower price a few days later when they have gone quiet. It teaches them that silence gets discounts.
Questions
How do you respond when a client says your price is too high?
Ask one question before you change anything: is it the total, the timing or what is included? Their answer tells you whether to adjust the scope, offer staged payments or hold the price.
Should I offer a discount to win the client?
Only if you get something back, such as a longer contract, payment upfront or a reduced scope. A discount with nothing attached becomes the new expected rate and makes the next negotiation harder.
How do I reply to a client asking for a discount by email?
Thank them, restate what the price covers in one sentence and give a clear option: a lighter scope at a lower price or the full scope at the quoted price. Keep it under a hundred words. Long replies read as nervous.
What if they go with someone cheaper?
Let them go gracefully. A short "Thanks for considering me, the door is open if anything changes" is often what brings them back when the cheaper option falls through.
Related situations
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