What to Say When You’re “Too Expensive”

Two scripts to use when clients flinch at your rate.

A little behind-the-scenes for you: Before we share anything here, we usually talk it out: the real-life moments that sparked the idea, what we’re still working through, and a few unexpected detours along the way. If you want the unfiltered, less structured, more human version of our thinking on this topic, have a listen.

The Fancy Soap Story

A few years ago, I bought a $46 bottle of Aesop Reverence Aromatique Hand Wash.
Yes. Forty-six dollars. For soap.

I hovered. I hesitated. I reminded myself that Mrs. Meyers was sitting right there for $4.99, smelling like seasonal optimism and compromise.

But I bought the Reverence.
And every time I used it, I felt this little hit of luxury.

It smelled like citrus peel and expensive dirt—in the best way possible. Spicy, woodsy, a little smoky. The kind of soap that makes you feel like you’ve got your life together, even when you don’t.

Months later, it still wasn’t empty.

Sometimes your work is like that fancy soap. Not the cheapest on the shelf. But it lasts. It elevates. It quietly changes how someone feels every time they interact with it.

Not everyone sees that right away.

And when they don’t… when they ask if you can “do it for less”—or when they completely ghost you and don’t respond!! ugh!!—your brain might spiral.

This post is here to help you not spiral. We’re giving you two scripts we come back to again and again, and how to decide which one to use.

Real Life Scenario: “Oof… that’s steep.”

Last week, I sent a proposal to a new client. We hopped on a call to hammer out the final details, flipping through every page of the proposal together. And when they got to the investment page, they paused and said:

“Oof… that’s steep.”

Heart. Sank.

This wasn’t my first time hearing a version of those words—but somehow, it still made my chest tighten.

I wish I could tell you I responded with total poise.

But honestly? I blacked out. I sweat through my shirt. I believe I said something coherent, but I can’t be sure.

Here’s what I hope I said—because these are the two approaches I’ve come back to when I hit this road block before. The client ended up negotiating me down a little, and we adjusted the scope to match. Three days later, we signed the contract.

That’s the thing: pricing pushback doesn’t always mean a deal is dead. But it does mean it’s time to lead the conversation, not shrink from it.

Here are the two scripts I use to do exactly that.

Option 1: The Experience Tact

When you want to hold firm on price

Sometimes you know this client isn’t going to be a fit if they can’t meet your rate. Or you simply don’t want to discount this time. That’s fair, and that’s powerful.

Try saying:

“I understand that I charge a premium rate. When you hire me, you’re not just paying for the hours I spend on your project.

You’re getting the years of experience behind those hours—the gut instincts, the shortcuts, the pattern recognition. I’ve done this enough to know what works and what to avoid.

I already have a few quick wins in mind for you, including [XYZ]. I’d prioritize those first because I’ve seen them deliver results fast.”

This script reminds the client: you’re not just another contractor. You’re someone who knows how to make their life easier faster—because you’ve done it before.

Option 2: The Budget Pivot

When you’re open to flexing

Maybe this is a dream client. Maybe it’s a slow season. Maybe you’re genuinely curious what they thought this would cost.

If you want to keep the door open without discounting blindly, try:

“Ahh, I hear you. Can you share a little more about what budget you are working with?

I’m happy to revisit the scope and explore what’s possible within that range.”

This does a few things:

• It puts the ball back in their court

• It shows you’re collaborative, not defensive

• It creates space for a smaller scope (instead of just a smaller fee)

Sometimes they just need help aligning expectations with reality. And sometimes their budget really is $500 and a dream. Either way, this keeps you in the driver’s seat.

A Few Confidence-Boosting Tips

• Practice out loud. Seriously. Say the script in your bathroom mirror, to your dog, to your reflection in Zoom (I do this!). Saying it once makes it easier to say when it counts.

• Expect pushback. It doesn’t mean you priced it wrong. It means you’re asking for a fair rate in a world where a lot of people don’t.

• Don’t over-explain. State your rate. Maybe one line about the value. And then—stop talking. Let the silence sit. You don’t need to fill the gap with apologies or justifications.

• Value-based pricing > time-based pricing. Anchor your rate to what you help them accomplish, not how long it takes you.

Final Thought

You are not Mrs. Meyers.
You are Aesop Reverence.
People can buy other soap—but it won’t feel like this.

Your pricing will be “too expensive” to the wrong client. That doesn’t mean it’s wrong.

And the right clients?
They’ll get it. They’ll feel it. They’ll reorder.

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Image credit: French for Pineapple