How to Handle 'How Much Do You Charge?' Without Losing the Sale

Someone slides into your DMs: “How much do you charge?” This is a buying signal — and it’s exactly where most coaches lose the sale. They fire back “€150/month,” get left on read, and blame the price. The price wasn’t the problem. The timing was.

Never send a naked number

A price with no context always looks expensive, because the person has nothing to weigh it against. “€150/month” next to nothing feels like a lot. “€150/month” next to “getting you strong and off the diet rollercoaster for good” feels like a bargain.

So don’t answer the question you were asked. Answer the one behind it: “is this worth it for me?”

The three-step reply

1. Acknowledge + ask. “Great question — happy to share. Quick thing first so I give you the right option: what are you working towards right now?”
2. Connect price to outcome. Once they answer: “Got it. So for [their goal], the programme that fits is [name] — it’s €X, and here’s what it covers…”
3. Make the next step easy. “Want me to walk you through how it’d work for you? Free 15-min call — grab a slot here.”

You’ve turned a one-word question into a conversation, and a number into a decision about their goal.

It’s a chat, not a price list

The instinct is to be efficient — just send the number and move on. But coaching is a relationship sale. Two or three friendly messages that show you actually care about their goal will out-convert a fast price every time.

Handle “that’s a lot” calmly

If price comes up as an objection, don’t discount on the spot. Reframe:

“Totally get it — it’s an investment. Most people find it works out cheaper than the years of guessing, apps and false starts. Want to talk through whether it’s right for you before deciding?”

You’re not pushing. You’re helping them decide well.

The takeaway

The “how much?” DM isn’t a request for a number — it’s an invitation to a conversation. Ask before you answer, tie the price to their outcome, and offer an easy next step. Do that and “how much?” turns into “how do we start?” a lot more often.

Want more of these buying-signal DMs in the first place? Get a free feed review — I’ll show you what’s helping and what’s scaring them off.

Common questions

How should a coach respond to 'how much do you charge?'

Don't just send a number into silence. Acknowledge the question, ask one or two quick things about their goal and situation, then share the price framed against the outcome — ideally moving toward a quick call. A number with no context invites 'that's a lot'; a number attached to a result invites 'how do we start?'.

Should I put my prices on my Instagram?

For lower-priced, self-serve products, yes — friction kills those. For premium coaching, it's usually better to have a short conversation first, so the price lands next to the value rather than in a vacuum. Test it, but most coaches convert better with a brief chat before the number.

Why do people ghost after I send my price?

Because you sent a number with no context. Cold, unframed prices always look expensive. Ask about their goal first, connect the price to that outcome, and give them an easy next step — the ghosting drops sharply.