Reply to "that's too expensive"
When a client says "too expensive": ask what they're comparing it to, explain the price and offer a smaller scope.
What it is
"Too expensive" can mean different things: no budget, the client doesn't see what they're paying for, they're comparing you with someone else, or they're putting off the decision. The template first asks for the reason, then explains the price and offers a smaller scope instead of a lower price for the same work. If the client chooses to come back later, set a reminder and use the "Follow-up without pressure" template.
- Sales
- Objections
- Pricing
Text to copy
SUBJECT: Re: [subject of your proposal]
Hi [Name],
Thanks for being straightforward. So I can give you a useful answer, can I ask: expensive compared to what? Another quote, the budget you had set aside, or what you expected this to cost?
In the meantime, here's what goes into the price:
- [part of the work 1]: [what it gives you]
- [part of the work 2]: [what it gives you]
- [revisions, support, guarantee: what's included]
If the budget is tight, I can offer a smaller version: [reduced scope] for [amount]. It won't include [what we cut], but you'd still get [the main result].
I can't lower the price for the same scope: [an honest reason in one sentence, for example: I'd have to cut the time I spend checking the work].
Which works better for you: the full scope, the smaller version, or coming back to this later, say in [month]?
[Your name]
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HOW TO REFINE THIS WITH AI
Paste the client's reply and your proposal: "The client replied: [reply, word for word]. My proposal: [paste]. Figure out what's most likely behind the objection: no budget, doesn't see the value, comparing me with someone else, or putting off the decision. Rewrite my reply for that reason: up to 150 words, no pressure and no discount for the same scope. If you can't tell the reason from their reply, say so."Lessons that use it
Professions it helps
More in Emails and scripts
- First email to a potential client · A cold email to someone who doesn't know you: a reason, one useful point, a real example and one simple next step.
- Follow-up without pressure · If they didn't reply: a follow-up that adds something useful instead of "just checking in," plus a short last email.
- Proposal email with a price · A proposal by email: the project in the client's words, what is and isn't included, timing, price and the next step.
Checked: October 2026