How to Reply When a Client Says Your Quote Is Too Expensive: 4 Email Templates

BOTrento Team13 October 20267 min read

Work out which 'too expensive' you're dealing with

Read the client's message again before you reply. If you guess the wrong reason, you'll make the usual mistake: cutting the price when the real problem was scope, or defending your value to someone who can't say yes anyway.

If all they say is "too expensive", ask: "Is it the total that's the problem, or particular items?"

When to hold the price and when to adjust the scope

The rule: keep the price per unit of work the same and change the amount of work. If you cut your price the first time a client pushes back, they'll assume your first number was made up, and they'll push back on the next quote too.

Hold the price when

• The quotes being compared don't cover the same things. For example, the other one leaves out setup or backup kit.
• Your price reflects real costs such as crew, transport or rental rates you pay to others.
• The client hasn't told you a budget and is just testing you.

Adjust the scope when

• The client has given you a real budget and wants to go ahead.
• Some items in the quote are nice to have but not essential.
• A simpler option still does the job, such as standard kit or collection instead of delivery.

If you do give money off, ask for something in return, such as payment upfront or a firm decision date. Write down what you agreed so the discount doesn't become your new standard price.

4 email templates for 'your quote is too expensive'

Replace everything in square brackets and keep the email short. A long defence of your price makes you sound nervous.

1. Budget: "It's more than we have"

Subject: Re: Quote [number] – options within your budget

Hi [Name],

Thanks for letting me know. Could you share the budget you're working with? Then I can make sure our proposal fits.

Meanwhile, here are two ways to bring the total down without affecting [main outcome]:
1. [Change] – saves [amount] excl. VAT
2. [Change] – saves [amount] excl. VAT

The original quote is valid until [date]. If either option works for you, I'll send a revised quote by [day].

Best regards,
[Your name]

2. Comparison: "Someone else is cheaper"

Subject: Re: Quote [number] – comparing like for like

Hi [Name],

It makes sense to compare. Before you decide, it's worth checking that both quotes cover the same things. Ours includes:
• [e.g. delivery, setup and collection]
• [e.g. on-site technician]
• [e.g. backup equipment]

If the other quote leaves any of these out, adding them back usually closes much of the gap. If you can tell me what it covers (you don't need to share the price), I'll tell you honestly where we differ.

Best regards,
[Your name]

Don't name the competitor or say anything negative about them.

3. Scope: "We don't need all of this"

Subject: Re: Quote [number] – a leaner version

Hi [Name],

Good point. Here's a leaner version:

Kept: [items]
Removed: [items] – [what this means, e.g. you'll handle guest registration yourselves]
New total: [amount] excl. VAT

You can add items back until [date]. Shall I send this as the final quote?

Best regards,
[Your name]

4. Internal approval: "My boss thinks it's too high"

Subject: Re: Quote [number] – summary for sign-off

Hi [Name],

Here's a short summary you can forward:

What it covers: [one sentence]
Why this scope: [one or two reasons linked to their goal]
Not included: [items]
Lower-cost option: [option, amount excl. VAT]
Valid until: [date]

I'm happy to join a short call with [manager's role]. Would [day] work?

Best regards,
[Your name]

If the gap is too big and a smaller scope wouldn't make sense, step back politely. These templates for declining when the budget is too low keep the door open for next time.

Checklist before you hit send

• The reply deals with the actual cause: budget, comparison, scope or approval.
• Every figure says "excl. VAT" and matches the quote you sent.
• If you've given money off, you've got something in return and written it down.
• There's a validity date and one clear next step.
• You've set a reminder to follow up in your CRM, calendar or quote log.

That last point is where most price conversations stall. The client goes quiet while they think it over, and nobody follows up. Read how to stop forgetting quote follow-ups and use these three follow-up templates. If you're sending a revised quote, a clear cover email for the quote makes it easier for the client to decide.

How BOTrento handles a price objection

BOTrento Chief of Staff is a guided process for enquiries, quotes and follow-ups. It doesn't replace your CRM. It makes sure replies like the ones above get written on time. Here's how it works during the 14-day free trial:

1. You add your data. Connect your mailbox via IMAP, forward emails from Gmail or Microsoft 365, or import open quotes as a CSV or XLSX file. The 14 days start after your first successful upload. You don't need a card or your own API key. A member of our team will contact you within 24 hours on working days to help you set up.
2. You see it each morning. Every working day, the Today 1+3 overview in the app and by email shows you the cases that matter most, including any client who has said your price is too high.
3. You approve the draft. BOTrento writes a draft reply from the email text in English, German, French or Czech. You check it, edit it and send it yourself. It doesn't read attachments, and nothing is sent without your approval.
4. It reminds you of your promises. If you write "I'll send a revised quote by Thursday", it reminds you before Thursday.

See the process walkthrough, check the plans and pricing (AI usage is included in each plan), or read how it works for equipment rental companies.