What to Say When a Client Says, “I Can’t Afford It”
— And Why Holding Your Value Is the Most Powerful Response
Let’s talk about one of the most uncomfortable (but inevitable) moments in business:
“I really want to work with you... but I just can’t afford it right now.”
If you’ve ever sold a service, you’ve heard this line. Probably more than once.
And if you're anything like most purpose-driven entrepreneurs, this moment can send you into a tailspin of self-doubt.
Should I drop the price?
Should I throw in a bonus?
Should I prove that I’m “worth it”?
But here’s the truth: how you respond in this moment matters more than the pitch that got you there.
Because the second you shift into panic mode, you signal that maybe… just maybe… your offer isn’t worth what you said it was.
And if you don’t believe in the value you’re delivering, why should your client?
So What Should You Say When Someone Can’t Afford You?
Here’s the exact script I use, and it’s one I teach my own clients when we’re working through their brand positioning in the Brand Blueprint:
“I totally understand. Because of the value I offer—and out of respect for the clients who do invest at this level—I’m not able to reduce the price. That said, if anything changes down the line and you'd like to work together, I'd absolutely love to hear from you.”
It’s short. It’s kind. It’s clear.
It allows the other person to feel respected, while also showing that your pricing isn’t up for debate.
No guilt. No awkwardness. No convincing energy.
This response isn’t just about protecting your pricing—it’s about protecting your brand positioning.
Discounting May Feel Generous—But It Can Undermine Your Authority
Every time you lower your price to close a sale, you train your audience to see your offer as flexible. And when your offer becomes flexible, so does the perceived value.
Holding your pricing (when it’s rooted in real value) is leadership.
It tells your audience that you’re not in the business of chasing clients—you’re in the business of serving them powerfully.
And guess what?
The right clients don’t need to be convinced.
They’re looking for clarity. For confidence. For someone who can help them go from stuck to strategic.
If You’re Struggling to Attract Clients Who Can Afford You—The Problem Might Be Clarity, Not Cost
Inside the Brand Blueprint, I help founders and service providers get crystal clear on what they offer, who they’re speaking to, and how to position themselves in a way that attracts aligned, ready-to-invest clients.
Because the issue usually isn’t your pricing.
It’s that your message doesn’t clearly articulate the value behind it.
When your offer is scattered, vague, or overloaded with “nice to haves,” you leave too much room for doubt.
But when your positioning is sharp, your messaging is cohesive, and your brand tells a confident story—your clients feel it.
They don’t ask for a discount.
They ask when they can start.
Here’s What Holding Your Value Actually Does:
It builds trust. You’re showing potential clients that you believe in what you offer.
It sets the tone. You’re signaling that your container is professional, thoughtful, and designed for serious growth.
It protects your energy. Let’s be honest—discounted clients are often the ones who need the most hand-holding.
It clarifies your brand. You’re not for everyone, and that’s a good thing.
What to Do If You Want to Support Clients With Lower Budgets
Holding your pricing doesn’t mean you lack compassion. It means you’re building a sustainable business.
But if you truly want to support those who can’t afford your 1:1 services, there are plenty of aligned ways to do that:
Offer a digital product at a lower price point
Create a group or self-paced version of your offer
Provide value through free content (like this blog!)
Offer payment plans that keep your pricing intact but extend accessibility
You’re allowed to care.
You’re also allowed to be paid well for your work.
Both can be true.
Final Thoughts: You’re Not Too Expensive. You’re Just Not Clear Enough Yet.
If this conversation feels familiar—if you're hearing “I can’t afford it” more often than you'd like—it might be time to revisit your brand foundation.
The Brand Blueprint is a 2-week process where we distill your message, sharpen your positioning, and create a strategic plan that allows you to lead your brand with confidence.
Because when you’re clear?
You don’t have to explain so much.
You don’t have to convince.
You don’t have to chase.
You attract.
And that’s the difference between hoping people can afford you—and working with clients who show up ready.
Ready to position your offer with clarity and confidence?
Let’s build the foundation your brand deserves.
