What to say when clients say
we need to think about it

Is there another phrase that makes your heart sink as much as this one?
Many designers respond by smiling and saying “sure, take your time”.

You know what usually happens next?
Nothing. Nil. Zilch.
The client and the project disappear into the ether of “thinking about it” and you’re left wondering whether to follow up, when to follow up, or if you should just write it off. So you wait a few weeks then draft a ‘just checking in’ email. Arrrgh.

Here’s the thing: most clients aren’t actually thinking about it.
They’re stuck, confused, or politely trying to end the conversation because something doesn’t feel right.

The worst thing you can do is smile and say “sure, take your time” because it’s vague and it lacks call to action.

What clients really want to say

This feels expensive and I need to justify it
I don’t understand something but don’t want to look stupid
I need to talk to someone else but don’t want to admit I’m not the decision maker
Something feels off but I can’t articulate what

What to say instead

We know this works::

I completely understand, this is an important decision for your business. Most clients need time to process information and discuss it internally.

To help with your thinking, it might be useful to know what specific aspects you’d like to consider further. Is it the scope, the timeline, or the investment level? I’m happy to clarify anything or adjust elements to better suit your needs.

I should mention we typically hold proposals open for 30 days. After that, we may need to revisit pricing because there are so many variables. When would be a good time to reconnect?

Four reasons why this works

It acknowledges your client’s position without being defensive
It uncovers the real objection by asking specific questions
It creates urgency with the two-week timeline
It maintains control by setting the follow-up schedule

Most importantly, it uncovers information. Instead of wondering what they’re thinking, you’ll know why the hesitation.

We know designers who understand why they charge what they charge
will be more confident talking money with clients
and that will make their business more sustainable.

The follow-up timeline

Don’t leave it open-ended. Follow up within one week of the initial presentation. Proposal validity is typically 10-14 days – after that, scope creep, market changes, or resource availability can affect pricing.

This isn’t pushy; it’s professional project management.

Want more 😉

This script is one of 12 scripts, and they’re just one of ten tools in our Costing, pricing, profit toolkit.

Each script addresses a specific client response that typically derails proposals (they’re worth the $100 price ticket by themselves).

They address scenarios like:

Your price seems high
We’re getting other quotes
Can you do it for less?
We don’t have budget for that

We all face these conversations. The difference between successful studios and struggling ones isn’t avoiding the conversation, it’s knowing exactly what to say when they happen

So what?

Twelve scripts answering pricing scenarios are just one tool of the 10 tools we’ve included in our Costing, pricing profit toolkit.

The scripts were written to help creatives be prepared for difficult client conversations.

The key to all pricing conversations is preparation. Know what you’re going to say before you need to say it. Practice the words until they feel natural. Because when a client says they need to think about it, you’ve got about ten seconds to either save the opportunity or watch it disappear.

What do you think? Got any problems/questions? As always, happy to discuss further, just email Carol.

Carol Mackay

Want more insights like this? Subscribe below. (And tell your friends 🙂)
The Design Business Review is Australia’s only online design management magazine. It’s professional development information written specifically for Australian designers by Australian designers. Best of all, it’s free.

About Carol

After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.

Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.

I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.

Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.

Always happy to chat, I can be contacted here.

What to say when clients say we need to think about it

Is there another phrase that makes your heart sink as much as this one? Many designers respond by smiling and saying “sure, take your time”.