The Price-Range Question: 5 Versions + 3 Questions to Ask First

The line from the reel

Work like this usually runs [your range]. Is that in the range you'd look at?

You know the call. Sixty minutes of discovery, a good demo, then: "Oh, that's too expensive for us." An hour gone, with someone who was never going to buy. Everyone says don't talk price early. But asking once, in writing, before the call, is different. It takes the prospect ten seconds to answer, and it saves you the hour.

The 3 rules

1. Give a range, not one price. A range like "$2,000 to $4,000 a month" feels like information, not a quote. One exact number invites haggling before you even know what they need.
2. Ask in the reply thread, once they say interested. Not in the first cold email (too early) and not on the call (too late). The moment they reply "sounds interesting", that's when.
3. Yes? Book it. No? You saved an hour. If the range works, send your booking link right away. If it doesn't, thank them, offer something smaller if you have it, and move on.

The 5 versions

Same idea, worded for different kinds of offers. Swap in your real numbers.

1. Monthly retainer (agencies, marketing, outsourced services)

Happy to set up a call. Quick heads-up so I don't waste your time: most of our clients invest between [$X] and [$Y] a month, depending on [scope, e.g. how many channels]. Is that in the range you'd look at?

2. Software / SaaS (per seat or per plan)

Glad it's interesting. For a team your size, plans usually come out between [$X] and [$Y] a year, depending on [users / features]. Is that roughly in budget before we book a demo?

3. One-off project (websites, builds, installs, construction)

Sounds like a good fit. Projects like the one you described usually land between [$X] and [$Y], mostly depending on [size / materials / timeline]. Does that fit what you had in mind?

4. Consulting, coaching or training

Happy to talk. So you know upfront: engagements like this usually run [$X] to [$Y] for [time period, e.g. a 3-month program]. Is that within the range you'd consider?

5. High-ticket or custom (enterprise, done-for-you, big contracts)

Thanks for getting back to me. Every setup is custom, but to give you a sense: most clients at your stage start somewhere between [$X] and [$Y]. If that's in the right range, I'll send a few times for a call. If not, no problem at all, just let me know.

The 3 questions to ask first

The reel says ask price last, after who decides and when. Price on its own can feel blunt. After two or three easy questions, it feels like a normal part of making sure the call is worth their time. Ask these in the reply thread, one or two per message.

A full reply thread, start to finish

PROSPECT: Sounds interesting, tell me more.

YOU: Happy to. Quick question first so I point you at the right thing: how are you handling [problem] right now?

PROSPECT: We do it in-house, but it's taking way too much of my time.

YOU: Makes sense, that's the most common reason people reach out. Is anyone else involved in a decision like this, and are you looking to sort it out this quarter or later on?

PROSPECT: Me and my business partner. Ideally before January.

YOU: Perfect. Last thing so I don't waste your time: work like this usually runs [$X to $Y a month]. Is that in the range you'd look at?

PROSPECT: Yes, that's fine.

YOU: Great. Here's my calendar, pick any 20-minute slot that works for you and your partner: [booking link]

How to read the answer

Common mistakes

• Putting the price in the very first cold email, before they care.
• Asking price first, before any easy question.
• Giving one exact number instead of a range.
• A range so wide it means nothing ("$500 to $50,000").
• Taking the call anyway when they said "way out of budget", hoping to change their mind.

Write your version with Claude

I sell: [one sentence about your offer]
Most of my real deals land between: [$X] and [$Y] [per month / per project / per year]
What makes the price go up or down: [scope, team size, timeline...]

A prospect just replied to my cold email: "[paste their reply]"

Write my next reply. It should:
1. Be under 60 words.
2. Ask how they handle [the problem] now, OR who else decides and when, if they've already answered that.
3. If they've answered both, ask the price-range question using my real range, and offer my booking link if it fits: [link].
Friendly, plain English, no pressure.

Links and tools

Quick answers

Won't asking about price scare people off?

Some, yes. Those are people who would have said "too expensive" at the end of an hour-long call. Losing them in the thread saves you that hour.

What if my price really depends on the project?

Give the range most of your deals land in and say what moves it, like "depending on size". That's still honest and useful.

Should I ask on LinkedIn too?

Yes, the same order works in LinkedIn messages: current situation, who decides and when, then the range.