Guide · Any country · Quotes and pricing

What to say when a client asks for a discount (freelance), with replies to copy

A client likes the quote but asks if you can do it for less. You don't have to answer yes or no on the spot. Here's what to ask first, the options you have besides a straight discount, how to show a discount if you give one, and replies you can copy.

General information. The questions, the options, the steps, the checklist and the wording to copy are ours (general practice). There's no official rule on whether to give a discount, and we don't claim that discounting wins or loses clients. The research quoted below is about consumer products and how buyers judge quality, not freelance services; see Where the sources differ.

The short answer

Don't answer straight away. Thank them, and ask what's behind the request: a budget limit, the timing of payments, or another quote.
Offer a choice instead of quietly lowering the price: the same price, a smaller scope, different timing, or a clearly shown discount.
If you do give a discount, show it as its own line on the quote with a reason and an end date, so the full price stays on record.
If the gap is too big, decline politely and leave the door open.
Update the quote and its valid-until date, whatever you agree.

Want this in a ready-made spreadsheet? Our paid Quote & Proposal Kit by Small Rows (US$12, one-time) has a Line discount % column on each quote line, and a quote discount you set to None, % or Amount. A quote discount is spread over the taxed and untaxed lines in proportion, so the tax is worked out on what's left. The printed quote shows the subtotal, then a Discount line (with the percentage, for a % discount) only when there is one, so the full price stays on record. It doesn't negotiate or decide for you: whether to give a discount, and how much, is your call.

1. Why price and value get tangled

A price isn't only a cost to the buyer; it can also shape what they think they're getting. Rao and Monroe (1989) reviewed research that "investigated experimentally the influence of price, brand name, and/or store name on buyers’ evaluations of product quality". Their meta-analysis suggests that, "for consumer products, the relationships between price and perceived quality and between brand name and perceived quality are positive and statistically significant" (Rao and Monroe, 1989). They also report that "the type of experimental design and the strength of the price manipulation are shown to significantly influence the observed effect of price on perceived quality".

That review covers consumer products, such as goods in shops, and buyers' perceived quality in experiments. It isn't about services or freelance work, it isn't about discounts as such, and it doesn't measure whether anyone buys, comes back or recommends you.

Our reading, not a finding about clients: a price is part of how the work is described, so if you lower it, say why, rather than letting the client guess what changed.

2. Before you answer: questions to ask

Ours (general practice). One or two of these is usually enough; you don't need to ask them all.

Question	Why it helps
Is there a budget limit you need to stay within?	A fixed budget is a scope question, not a price argument: you can fit the work to it.
Is it the total, or the timing of the payments?	Sometimes the total is fine but the cash flow isn't; a different payment schedule may solve it.
Are you comparing this with other quotes?	You learn whether the other quotes cover the same work, and can point out what yours includes.
Is this a one-off job, or the first of several?	A lower price can become what the client expects next time, so if you do give one, say clearly that it's one-off.
Which parts matter most to you?	The answer tells you what to keep if you trim the scope.

3. Your options

Ours (general practice). A discount is only one of several answers.

Option	What it means	When it fits
Hold the price	Keep the quote as it is, explain what it covers, and say you're happy to adjust the scope.	The quote is fair for the work and you'd rather not set a lower price for later jobs.
Reduce the scope	Take items out, or move them to a later phase or an optional extra, so the price falls because the work does.	The client has a firm budget and some parts matter less to them.
Change the timing or payment terms	Keep the price, but change when the work happens or how it's paid, for example in stages.	The total is fine but the timing of the payments isn't.
Give a visible one-off discount	Keep the full price on the quote and show the discount as its own line, with a reason and an end date.	You have your own reason to, such as a quiet month or a first job together, and you can afford it.
Walk away politely	Say the price is as low as you can go for this scope, thank them, and leave the door open.	The gap is too big, or the job wouldn't be worth doing at a lower price.

Reducing the scope: our pricing packages guide covers a core package with optional extras, which gives the client a smaller option without a price cut.
Paying early for a lower price is a different kind of discount, set in your payment terms; our payment terms guide explains early-payment discounts.
Changing how you price the work, such as hourly with a cap instead of a fixed price: our fixed price vs hourly guide compares the models.
If the request comes after a rate rise, our raise rates guide covers what to do if a client says no.

4. If you do give a discount

Show it as its own line, under the full price, rather than changing the unit prices. The client sees what the work is normally priced at, and so does your next quote for them.
Give a reason, such as a first job together or a gap in your schedule, so it reads as a one-off and not as your new rate.
Give it an end date: tie it to the quote's valid-until date and to the scope as quoted. Our quote guide's section on valid-until dates explains why the date matters.
Ask for something back if it fits, such as a deposit up front or a later deadline, but don't make it a condition you wouldn't keep to.
Check what's left after the discount still covers your time; if it doesn't, a smaller scope may be the better answer.

5. Replies to copy

Replace everything in [brackets]. These are ours. For replies to other answers, such as a not now, see our quote follow-up guide.

Holding the price, warmly

Subject: Re: Quote [quote number] — [project name]

Hi [name],

Thanks for asking, and I understand wanting to keep costs down.

The price on the quote is what this work takes to do well: [one line on what it covers, e.g. the research, two rounds of changes and the handover]. I'd rather keep it as it is than cut corners.

If the total is the problem, I'm happy to look at a smaller scope or a later start for part of it. Tell me which parts matter most and I'll suggest something.

Thanks,
[your name]

Offering a smaller scope

Subject: Re: Quote [quote number] — a smaller option

Hi [name],

Thanks for being clear about the budget. Rather than lower the price for the same work, here's a smaller version that fits it:

- Keep: [the parts that matter most to them]
- Leave out, or move to a later phase: [the parts that can wait]
- Price: [new price], valid until [valid-until date]

If that works, I'll send an updated quote. If you'd rather keep the full scope, the original quote still stands until [valid-until date].

Thanks,
[your name]

Offering a one-off discount with a reason

Subject: Re: Quote [quote number] — [project name]

Hi [name],

I can offer a one-off discount of [amount or percentage] on this project, because [your reason, e.g. it's our first job together / it fits a gap in my schedule].

The updated quote shows the full price, the discount as its own line and the new total. The discount applies to this project only, and to the scope as quoted, if accepted by [valid-until date].

Thanks,
[your name]

Asking what budget they're working with

Subject: Re: Quote [quote number] — [project name]

Hi [name],

Thanks for letting me know the price is more than you hoped.

So I can suggest something useful: is there a budget you need to stay within, or is it more about the timing of the payments? And which parts of the work matter most to you?

Once I know that, I can see whether a smaller scope, a phased start or a different payment schedule would help.

Thanks,
[your name]

Declining politely, leaving the door open

Subject: Re: Quote [quote number] — [project name]

Hi [name],

Thanks for explaining. I've looked at it again, and the quote is as low as I can go for this scope, so I can't offer a discount this time.

I understand if that means it isn't the right fit now. If your budget or plans change, reply to this email and I'll send a fresh quote with current dates [and prices].

Thanks for considering me,
[your name]

6. After the conversation

Send an updated quote with a new quote number or revision, the agreed scope and price, and a fresh valid-until date.
Note what you agreed next to the quote in your log: the discount and its reason, or the scope you took out.
Follow up as usual if the client goes quiet; our quote follow-up guide has the timing and emails.

7. Checklist

Thanked the client and didn't answer on the spot.
Asked what's behind the request: budget, timing or another quote.
Offered a choice: same price, smaller scope, different timing, or a visible discount.
Any discount shown as its own line, with a reason and an end date.
Checked the price after any discount still covers your time.
Updated the quote and its valid-until date.
Noted what was agreed in your quote log.

Free tools and kits

Free quote and estimate generator: make the updated quote in your browser.
Our paid Quote & Proposal Kit by Small Rows (US$12, one-time) has a Line discount % column on each quote line, and a quote discount you set to None, % or Amount. A quote discount is spread over the taxed and untaxed lines in proportion, so the tax is worked out on what's left. The printed quote shows the subtotal, then a Discount line (with the percentage, for a % discount) only when there is one, so the full price stays on record. It doesn't negotiate or decide for you: whether to give a discount, and how much, is your call.
All three kits together: the All-Kits Bundle by Small Rows (US$24, one-time).

Where the sources differ

What was studied. Rao and Monroe (1989) reviewed experiments on consumer products and buyers' perceived quality. They didn't look at services, freelancers, discounts or whether people buy, so the advice on this page is our reading, not a finding.
How old it is. The review is from 1989. We quote only its abstract, from the Crossref record, which matches the OpenAlex record word for word.
What we left out. We didn't find research we could check on how freelance clients react to discounts. So this page has no figures on how often discounts help or hurt.
What we did not check: rules on advertised discounts or reference prices, which may apply to consumer sales in some countries. This page is about a one-to-one quote for a client.

Sources

Rao, Monroe (1989). The Effect of Price, Brand Name, and Store Name on Buyers’ Perceptions of Product Quality: An Integrative Review. Journal of Marketing Research, 26(3), 351–357. doi:10.1177/002224378902600309

Checked 2026-10-26. Found a mistake? Tell us via Support.