The “Range and Deflect” Strategy
One of the most common hurdles in sales is the early price question: “How much for a website?” Jumping to a fixed number too early leads to misalignment. We use the “Range and Deflect” method to maintain control of the conversation.
Minimum
$3,000
➔
Maximum
$20,000+
How to Execute
1
Set Expectations: Providing a broad range sets a realistic baseline while highlighting that every project is custom and variable.
2
The Pivot: Immediately move the focus away from the dollar amount and back to the objectives.
The “Range and Deflect” Script
“That’s a great question. Our custom solutions typically range anywhere from $3,000 to $20,000 depending on the complexity and goals.
To give you a more accurate number, I’d like to pivot back to your goals—specifically, what are the primary functionalities your customers need on Day 1?”
💡 The Consultant Mindset: By deflecting, you position yourself as an expert eager to tailor a solution, rather than a vendor just looking to swipe a credit card.