How to reply to a prospect asking about pricing

Updated November 12, 2026

Reply within a few hours, and answer the question they asked. Give a price or a clear range with what it includes, then ask one or two questions to fit it to their needs. Hiding the price behind a call frustrates people. A clear number, with context, builds trust and filters out poor fits.

Reply

Within a few hours. Pricing questions often come late in someones research, when they are comparing options. A fast, clear reply puts you ahead of slower ones.

What your reply should say

1. Answer the pricing question in the first two lines, not after a long pitch.
2. Say what the price includes and what costs extra, so there are no surprises.
3. Ask one or two questions about their needs so you can confirm the right option.
4. Offer a next step: a quote, a short call, or a trial.

3 replies you can copy

Pick the one that matches what you want to say, copy it, and change everything in [brackets].

Hi [Name],

Thanks for asking. The price for [package] is [price] per [period]. That includes [item], [item] and [item]. [Extra] costs [price].

For a team of [size], that would be about [total]. If that is the right fit, I can send a quote today.

Tell me if you would like to compare it with another option.

Best,
[Your name]

Hi [Name],

Thank you for asking. Prices for [service] usually run from [low] to [high]. Where you land depends on [factor one] and [factor two].

If you tell me [two details], I can give you an exact number today. I can also do a short call if that is easier.

Which would you prefer?

Best,
[Your name]

Hi [Name],

Thanks for your interest. I would rather give you a price that is right than one that is a guess.

Could you tell me [question one] and [question two]? Once I know, I will send a clear price within [time].

If you want a ballpark in the meantime, packages start at [price].

Best,
[Your name]

Already late? Send this instead

For when you are several days late or more. Own the delay in one line, then do the job.

Hi [Name],

Sorry for the slow reply to your pricing question. Here is the answer: [package] is [price] per [period], including [items].

If you still need a quote, tell me [detail] and I will send it today. If you have gone with another option, I understand, and thank you for asking.

[Your name]

Mistakes to avoid

• Replying "it depends, let us book a call" without giving any number or range.
• Quoting a price without saying what is included and excluded.
• Dropping the price right away if they hesitate. It weakens your first number.
• Making up a discount or a fake deadline to pressure them.

Questions people ask

Should I always put prices in an email?

If you can, yes. A clear number or range helps people decide faster and weeds out poor fits. If pricing is truly custom, give a starting point and what drives it. Hiding the price entirely often makes the prospect search for a competitor who shares it.

What if they say it is too expensive?

Do not cut the price at once. Ask what they compare it to, and what they hoped to pay. Then you can offer a smaller package, a payment plan, or explain the difference. If it is not a fit, say so kindly and leave the door open.

More reply guides

• How to reply to an email saying they went with a competitor
• How to reply to a contract sent for your review
• How to reply to a cold sales email
• How to reply to a vendor's follow-up email
• How to reply to an invite that clashes with another meeting
• How to reply to a coffee chat request

How this page was made

Written by Westward, who make Orbit, as starting points you edit before sending. The replies use placeholders, not real people or real mail. Nothing here is legal, tax or medical advice; for contracts, money or health, check the document or ask a professional. All reply guides.