Client communication
Answering “how much?” and negotiating without discounting
A two-word DM is not a booking, and a price thrown back without context is not a quote. Here is how to turn “how much?” into a real conversation, and how to hold your rate when someone pushes back.
Why “€150” is the worst reply to “how much?”
When you answer with a bare number, the client can only compare that number with other bare numbers. You become the cheapest or not the cheapest, and that is the whole conversation. When you answer with a few questions and a clear scope, she starts comparing what she gets.
The four-part reply
- Thank and confirm you work on that kind of job, so she knows she is in the right place.
- Ask what you need to quote: date, location, start time, how many people, what kind of look or event, whether she wants a trial.
- Give a price range or starting price with what it includes, so she is not left guessing.
- Name the next step: once you have the details, you send a written quote and the date is held with a deposit.
Script: first reply to a price DM
Hi Ana, thank you for writing! Yes, I do bridal makeup in Ljubljana and nearby. Bridal makeup starts at €180 and includes a long-wear look, lashes and a touch-up kit. To send you an exact quote, could you tell me your date, the location, what time you need to be ready and whether anyone else needs makeup? Once I have that I’ll send everything in writing, and the date is held with a deposit.
Adapt the details to your market and your own voice. The structure is what matters: thanks, fit, questions, starting price with scope, next step.
When she says “that’s too expensive”
“Too expensive” means one of three things: she cannot afford it, she does not yet see the difference, or she is testing whether the price moves. You cannot tell which from one message, so ask before you react.
| What she says | What not to do | What to say instead |
|---|---|---|
| “That’s too expensive.” | Drop the price immediately | “I understand. Can I ask what you were comparing it with? Then I can tell you honestly what the difference is.” |
| “Another artist does it for €100.” | Criticize the other artist | “That can be a great option. My price includes the trial, lashes and staying until the photos. If you only need the makeup itself, I can suggest a shorter option.” |
| “Can you do it cheaper?” | Say “OK, €130?” | “My rate stays the same, but we can change the scope: without the trial, or with a simpler look, it would be €X.” |
| “It’s just a small event.” | Accept the framing and discount | “Of course. For shorter bookings I have a minimum of €X, which covers travel and preparation.” |
When a discount can make sense
Discounting is not forbidden. It should simply be a decision you make before the conversation, not a reflex during it. Reasonable cases: an off-season weekday you would otherwise not work, a group large enough to fill a whole morning, a returning client you want to keep, or a job with real portfolio value that you have chosen deliberately. Write your rules down so you are not deciding under pressure.
Follow up once, then let go
If she goes quiet after the quote, send one short follow-up after a few days with a reason: the date is still free, you are holding it until a certain day, or you answer one question she might have. Then stop. Chasing makes you look less in demand, and quiet clients are often still deciding.
Hi Ana, just checking whether the quote came through. I still have your date free and can hold it until Friday. If anything is unclear, happy to answer.
Checklist before you hit send
- I asked the questions I need before quoting a final price
- The price is stated once, without “only”, “just” or an apology
- The scope is clear: what is included and what is not
- The next step and the deposit are mentioned
- If I lowered the price, I also changed the scope
Negotiation, discount requests and the money conversations with producers and brands are covered in depth in the Academy, with practice exercises.
See the AcademyQuestions
Should I put prices on my Instagram or website?
A starting price (“from €X”) usually helps: it filters out people far below your range and saves you replying to the same question. Final prices still depend on date, location and number of people, so quote those individually.
Is it unprofessional to say no to a discount?
No. Declining politely and offering a smaller scope is professional. Lowering your rate whenever asked makes it harder to keep any price at all.
What if the client disappears after I send the price?
Follow up once with a short message and a reason, such as a hold date. If there is no answer, move on. Not every inquiry is meant to become a booking.