What to do when a client finds your quote too expensive

You've sent over a quote you're proud of, and the client comes back with "that's not our budget" or simply "too expensive". That never feels good, but it doesn't automatically mean you've lost the job. There's often more behind that reaction than the price itself. Understand what's really going on and you can still get to a good conversation.

Why do clients actually find your quote too expensive?

The response "too expensive" doesn't always come down to the price itself. Sometimes the client simply doesn't know what catering costs and is taken aback by a realistic figure. Sometimes they've had a bare-bones price from a competitor before, without staff or transport included. And sometimes the budget was set too tight internally for what they actually want.

In all of these cases, the answer isn't to lower your price, it's to understand where the real sticking point is. Ask a couple of questions before you change anything. "What figure did you have in mind?" or "Have you had quotes from others already?" tell you a lot.

How do you respond professionally to a price objection?

Stay calm and don't go straight on the defensive. A client who comes back about the price is a client who still wants to talk. That's already progress. Thank them for being upfront and ask a few targeted questions:

• What budget do they have available?
• Which parts matter most to them?
• Is the event still flexible on size or menu?

Their answers let you take a targeted next step, instead of just cutting your price out of hand.

What value should you be highlighting?

Many caterers list what they deliver in their quote, but not what it means for the client. You take the logistics and planning entirely off their hands. You're responsible for hygiene, licences and food safety. You bring staff who know how to work an event. That value rarely gets spelled out in a quote.

Compare your quote with what a client would have to do themselves if they organised it all on their own: buying in the food, keeping it cold, transporting it, setting up, serving, clearing down and washing up. The price for your service looks very different once you put it that way.

When can you negotiate, and when not?

The contents of your package are fair game for negotiation. Fewer courses, a simpler menu, a smaller serving team, no setup service. Those are legitimate levers to pull. But giving a discount with no change to the content eats into your margin. Knock 200 euros off "to land the client" and you send a signal about your prices that comes back to haunt your next quote.

Ask yourself: if I do this for this amount, will I do it happily and without making a loss? If the answer is no, it's not a good deal.

What alternatives can you offer without losing your margin?

Offering an alternative is not the same as giving a discount. You can propose an adjusted package that fits their budget while keeping your costs and margin in proportion. Practical options:

• A more limited menu with less choice but the same quality
• Buffet instead of a plated, served dinner
• Fewer service hours, client handles their own setup and breakdown
• No alcohol, soft drinks and water only
• A smaller guest count or a shorter time slot

Present that as a deliberate choice, not a cutback. "This package gives you a great evening for this budget" lands better than "so we'll just do less".

Frequently asked questions

Do I always have to give a discount when a client says it's too expensive?

No. A discount only makes sense when there's a real reason for it, such as a smaller package or a longer-term working relationship. Cutting prices without reason damages your margin and signals that your rates are negotiable. Ask first what the client expects for their budget, then see if you can put together a fitting offer.

How do I explain my price without sounding defensive?

Spell out concretely what's in your quote and what it means for the client: staff, transport, hygiene, setup, breakdown. Make clear that you're taking the whole job off their hands. A client who understands that stops comparing your quote to a cheaper supplier who doesn't deliver all those services.

What if the client already has a cheaper quote?

Ask exactly what that quote covers. Very often there are hidden costs, or certain services simply aren't included. If your quote is more complete, explain the difference. If the competitor really is cheaper for a comparable offer, you don't have to match it. Sometimes a client just isn't the right fit for your business.

How quickly should I respond to a client who says it's too expensive?

As soon as you reasonably can, but without rushing it. Reply within a day asking to understand what the client expects. Give yourself time to put together a good alternative, rather than lowering your price in your very first reply.

When is it sensible to let a client go?

If the client only wants you to drop the price without being willing to adjust the package, there's not much room for a good conversation. The same goes if the budget is so low you'd make a loss. Not every client is the right fit for every caterer.

With Catermonkey you can quickly put together alternative quotes for the same client, so you've always got an adjusted proposal ready to go.

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