How to Respond When Someone Says They Can’t Afford Your Rates (Without Undervaluing Yourself)
Have you ever felt anxious talking about pricing with potential clients? It can be awkward but selling yourself short can quickly lead to feelings of burnout and resentment.
If you run a service-based business—whether you’re a virtual assistant, web designer, copywriter, coach, or consultant—you’ve probably heard some version of this before:
“This isn’t in our budget.”
“We just can’t afford you right now.”
“Can you do it cheaper?”
“You’re a little more than we were expecting.”
And no matter how experienced you are, those conversations can still trigger a pit in your stomach.
When a client says they can’t afford you, it’s easy to spiral into self-doubt or immediately jump to discounting your services. But learning how to respond when a client says they can’t afford your rates, with clarity and confidence, is one of the most important skills you’ll build as a business owner.
Let me tell you why.
A Quick Story: The First Time I Totally Undervalued Myself
The first time I was asked to price a website project for a business owner in the coaching space, I froze.
I wanted the experience. I wanted to be helpful. And honestly? I didn’t trust myself yet.
So I did what a lot of beginners do: I Googled what a “typical” web designer charged per hour…and then I cut it in half.
I sent over my rate and waited.
Her response?
“I’m actually going to rebuild my site myself. And by the way—I think you’re seriously undercharging.”
I was grateful for her honesty, but also deeply embarrassed. If she had accepted that rate, I would’ve been earning less than $20 an hour for work that required strategy, creativity, revisions, and emotional labor.
That moment changed everything for me.
Because here’s the truth most people won’t say out loud:
👉 Avoiding “we can’t afford it” starts with believing in your own value first.
What It Actually Means When a Client Says They Can’t Afford You
Before we get into scripts, let’s reframe what’s happening.
When a client says “I can’t afford your services,” it usually means one of four things:
They don’t fully understand the value yet
They were expecting a very different price range
The timing truly isn’t right for them financially
You’re not the right fit—and that’s okay
It does not automatically mean:
You’re too expensive
You should lower your rates
You priced yourself wrong
Knowing what to say when a client says you are too expensive is about responding with professionalism, not panic.
How to Respond When a Client Says “It’s Not in the Budget”
Here are several confident, relationship-preserving ways to respond when a client says they can’t afford your rates, depending on the situation.
1. Offer a Scaled-Back Option (Without Discounting)
Best when: The client values your work but needs a smaller scope.
What to say:
“This package may be outside your current budget, but I’m happy to explore a pared-down option that still supports your goals. We could remove X and Y and focus on Z if that feels more aligned.”
This approach answers:
how to respond when your client asks you to do it cheaper without actually doing it cheaper.
You’re adjusting scope, not value.
2. Offer a Payment Plan (If It Makes Sense for You)
Best when: The investment is the issue, not the belief in your work.
What to say:
“I understand that paying the full amount upfront can feel like a lot. I do offer payment plans, and I’m happy to walk you through those options if that would help.”
This is especially helpful for clients asking how to tell someone you can’t afford their services without wanting to walk away entirely.
3. Hold the Boundary and Reiterate Value
Best when: The client is pushing for a discount.
What to say:
“I completely understand needing to stay within a budget. At this time, I’m not able to lower my rates due to the level of strategy, time, and support included. That said, I want you to feel confident that this investment delivers real results.”
This is a clean, confident answer for:
what to say when a client says you are too expensive
how to reply when a customer asks for a discount in email
No over-explaining. No justifying. Just clarity and positioning yourself a the expert you are!
4. Refer Out or Share Free Resources
Best when: The client truly isn’t a fit right now.
What to say:
“I may not be the best option for your budget at the moment, but I’d love to point you toward a few free resources that can help you get started.”
Or:
“I know a few providers who may be a better financial fit. I’m happy to make an introduction if that’s helpful.”
This keeps the relationship intact and often brings referrals back around later. I’ve referred clients to other providers before and they almost always come back and thank me later for the connection!
I highly recommend keeping a list of service providers in your rolodex you can refer out to when needed. And even better if you can make commission or take a referral fee for sending clients their way.
A Second Story: When “We Can’t Afford It” Turned Into a Yes
One of my clients initially told me, “We just can’t afford this right now.”
Instead of discounting, I hopped on a second call and walked them through:
what the work actually involved
what they’d continue struggling with if nothing changed
and what the long-term cost of waiting looked like
They didn’t book immediately.
Two weeks later, they came back ready to move forward—at full price.
Sometimes, the objection isn’t about money at all. It’s about confidence, timing, and trust. And yes, sometimes that takes getting on Zoom more than once with a potential client. Even if they don’t end up booking, it’s great practice for building your sales skills and leaves the potential client feeling well-cared for.
The Real Skill Is Confidence, Not the Perfect Script
If there’s one thing I want you to take away from this, it’s this:
👉 You don’t need to convince someone to afford you.
👉 You need to communicate your value clearly and stand by it.
When you’re calm, clear, and grounded in your pricing:
Clients trust you more
Negotiation becomes easier
Burnout becomes less likely
Pick a price that feels sustainable to you and practice saying it without apology.
If you’d like to learn more about my services and current pricing, you can explore them on my Services page.
And if this post helped you feel more confident navigating pricing conversations—bookmark it. These moments don’t stop showing up as your business grows, but your ability to handle them does get easier.
