Conversation scripts
5 scripts for common pricing conversations.
The ability to talk money early and often helps manage expectations.
Having conversation scripts for pricing makes sales conversations calmer, clearer and more consistent.
Scripts give you language that anchors fees to outcomes, not hours, so you’re talking about value rather than defending a number.
They reduce on-the-spot improvisation, the birthplace of discounting, vague scope, and promises you can’t keep.
The key principles across all are:
- focus on outcomes and value rather
than just deliverables - offer alternatives rather than
discounts - maintain a consultative, problem-
solving approach - respect both the client’s budget
constraints and your own business
needs. - The key principles across all are:
- focus on outcomes and value rather
than just deliverables - offer alternatives rather than
discounts - maintain a consultative, problem-
solving approach - respect both the client’s budget
constraints and your own business
needs.
WHEN A CLIENT SAYS...
Your price is higher than expected
Context: You’ve just presented your proposal and the client looks concerned about the investment.
“I understand this might be more than you anticipated. Most clients initially focus on the deliverables rather than the outcomes those deliverables will create.
What we’ve proposed reflects the depth of thinking and expertise needed to achieve the results you’re after. Would it be helpful to walk through how we arrived at this investment level and the value it represents for your business?“
Timeline for resolution: Usually addressed in the same meeting or within 1-2 follow-up conversations.
WHEN A CLIENT SAYS...
Can I have a discount?
Context: The client likes your proposal but asks if you can “do anything about the price”.
“I appreciate you being direct about your budget considerations. Rather than reducing our fee, which would mean cutting corners on quality or service, I’d prefer to adjust the scope to match your budget while still delivering meaningful value.
We could phase the project differently or prioritise the elements that will have the most immediate impact. What aspects of the proposal feel most essential to your current needs?”
Timeline for resolution: Usually resolved within one follow-up conversation with a revised proposal within 2-3 days.
WHEN A CLIENT ...
Compares your price to a competitor
Context: The client mentions they’ve received a significantly lower quote from another studio.
“That’s interesting feedback, thank you for sharing it. Different studios have different approaches and cost structures.
Our pricing reflects our specific process, which includes [mention 1-2 differentiators like research depth, strategic thinking, or senior team involvement]. These elements are essential to delivering the outcomes we discussed, particularly [reference specific client goal].
We’ve found this approach leads to more effective results and fewer revisions, which actually creates better value in the long run. What aspects of our approach seem most valuable to you?“
Timeline for resolution: May require 1-2 follow-up conversations and potentially a case study showing the value of your approach.
WHEN A CLIENT WANT TO...
Negotiate after accepting a proposal
Context: Work has begun, but the client now wants additional elements without increasing the budget.
“I understand you’d like to include [new element] in the project. That wasn’t part of our original agreement, which is why it wasn’t factored into our current fee structure. We’re happy to incorporate this, and I can prepare a small additional estimate for this component.
Alternatively, we could substitute it for [something in the current scope] if that better suits your priorities. Which approach would you prefer?”
Timeline for resolution: Should be addressed immediately when scope changes are requested; formal amendment within 1-2 days.
WHEN A LONG TERM CLIENT ...
Questions a price increase
Context: You’ve worked with this client for years but need to increase your rates.
“We’ve valued our partnership with [Company] over the past [time period].
This is actually our first rate adjustment since [previous date], during which time our costs have increased significantly. We’ve absorbed these costs until now, but to maintain the quality and service you expect, we need to make this adjustment.
Even with this change, we believe we’re providing excellent value, particularly given our deep understanding of your business and industry. We’re also happy to discuss ways we might streamline our process to help manage costs”“
Timeline for resolution: Ideally communicated 30-60 days before implementation; may require 1-2 conversations to reach agreement.
WHEN A CLIENT SAYS...
‘We need to think about it’
Context: You’ve presented your proposal and the client seems hesitant, using this phrase to create distance from making a decision.
“I completely understand – this is an important decision for your business. Most clients need time to process the information and discuss it internally.
To help with your thinking, it might be useful to know what specific aspects you’d like to consider further. Is it the scope, the timeline, or the investment level? I’m happy to clarify anything or adjust elements to better suit your needs.
should mention we typically hold proposals open for two weeks. After that, we may need to revisit pricing because there are so many variables. When would be a good time to reconnect?”
Timeline for resolution: Follow up within one week of initial presentation; proposal validity typically 10-14 days.
These conversations shouldn’t be difficult.
Each of these scripts aims to be respectful, collaborative, and focused on value rather than defensive or apologetic.
They avoid hard-selling techniques while still maintaining the professional boundaries necessary for a sustainable business relationship.
The key principles across all conversations are:
- focus on outcomes and value rather than just deliverables
- offer alternatives rather than discounts
- maintain a consultative, problem-solving approach
- respect both the client’s budget constraints and your business needs.
