(How to Lead With Confidence When Clients Push Back on Pricing)
You know the moment. It’s going so well on the call, and then the client says it:
“But the other caterer doesn’t charge an admin fee…”
Or worse:
“We love everything… but you’re just too expensive.”
And suddenly, your energy dips. You get a little defensive. You stumble through your next sentence.
And just like that, you’ve lost control of the conversation.
But here’s the truth: a confident, clear pricing conversation is one of the most powerful tools in your sales toolbox. And it starts with understanding why the fee exists, how to talk about it with grace, and most importantly believing in it yourself.
Here’s what I tell the teams I coach:
- Know Your Fee. Believe Your Fee.
If your team doesn’t understand what the admin or service fee actually covers, it will always feel shady. Train them on the why behind the number, not only what it includes, but what it protects. Clients are buying peace of mind. - Don’t Lead with Comparison. Lead with Confidence.
If a client brings up a competitor’s price, resist the urge to defend or compare. Instead, say:
“I’d love to walk you through our proposal. Most of our clients are surprised to learn what’s included once we go over it together.”
Defensiveness kills trust. Confidence builds it.
Here are 5 tips for delivering that response with confidence and heart:
- Say it with a smile.
Tone matters. Start with warmth, not defensiveness. A calm, friendly tone shows you’re not rattled by the price question, and that confidence is contagious.
“I totally understand. There will always be someone who can do it cheaper…” - Lead with alignment and empathy, then anchor in value. Acknowledge the concern first to show you’re listening, then pivot to value and differentiation. “Totally get it. You have told me all the things that are most important to you. What we focus on here is delivering not just the service, but the peace of mind that comes with it, so we can make sure you get everything you want on your must-have list.”
- Make it personal.
Tie in a quick, meaningful detail they’ve shared with you to connect your value to their vision.
“With how important the flow of your timeline is and how you want guests to feel welcomed from the start, that level of service is exactly what our team is built to deliver.” - Avoid apologizing for the price.
Never talk someone down from your pricing. Talk them up to the value of what they’re getting. Your fee isn’t the obstacle. It’s the investment. - Wrap it in reassurance.
End with an invitation to ask more questions or explore how to personalize their experience.
In economic times like these, you need a plan.
Clients are nervous. They’re watching every dollar. Corporate business is running every proposal through the CFO. Social clients are thinking, “how can I save money without compromising the experience.”
Cutting pricing doesn’t build trust. Communicating value does.
Now I am not saying a free hors d’oeuvres here and a complimentary signature cocktail there, doesn’t help, but it has to be BOTH things. You cannot leave out the importance of how you deliver the information and pro-active communication.
Here’s a quick strategy your team can use this week:
- Roleplay the Objection: “We saw a similar package for less elsewhere.”
- Practice the Calm, Confident Response: “What I know is that no one leaves our events talking about the admin fee. They talk about how cared for they felt. And that’s what we protect at every level of our service.”
- Make It a Team Mantra: “There will always be someone cheaper. But no one more trusted.”
Bottom Line? Fees Are About Value. Not Just Math.
If your team believes in what they’re offering, the way they talk about it shifts.
If your clients understand what they’re receiving, the way they feel about your pricing shifts. And if you’re ready to build language and confidence that helps your team own the fee conversation, I’m here for that.
XX,
Margaret
