“How much does it cost?”
Also sounds like: What's the price? · Is it expensive? · Give me a ballpark
What it usually means
Sometimes a buying signal, sometimes a way to rule you out fast. Give a real range if you can, then earn the context that makes it make sense.
Three ways to answer
1. Range, then context
“Fair question. It's usually [price range] depending on [what drives price]. What size team would this be for?”
Why it works: A straight answer builds trust; the question gets you the context to qualify.
2. Depends, honestly
“It depends on [size or scope], which is why I'd suggest 15 minutes to see if the numbers even make sense. Would Tuesday at 10 work?”
Why it works: True for most B2B products, and turns the price question into a reason to meet.
3. Check the bar
“Happy to share. Before I do, what would it need to be worth for you to consider it?”
Why it works: Their answer tells you how they think about value, and whether you're in range.
Fill in the [brackets] with your own product, reason for calling and real customer results.
Questions worth asking
- What are you paying for this today, in time or money?
- Who signs off on purchases like this?
Avoid
- Refusing to give any number at all.
- Discounting on the first call.
Find out which answer works for your team
Clarity puts these answers on screen mid-call, tags every objection your reps hear, and shows which responses actually turn into meetings. Practice this one on an AI prospect first.
