It’s probably happened to you, just as it’s happened to hundreds of other accountants. A prospective new client’s first question is about your fees.
Plenty of experienced accountants will see this as a huge red-flag.
We might all assume that the question implies that the prospect will be comparing quotes and seeking the cheapest option.
That assumption MAY be correct. But not always.
And of course the question as to what you charge still needs addressing even if it only arises later in the conversation.
It is worth keeping in mind that many people simply do not know how else to begin a conversation with an accountant. Asking about fees is not always a sign they are shopping purely on price.
Whenever the question is raised, if you mishandle the answer, your prospect may quietly disengage.
What’s really going on
Our instinct, arising from experiences formed long before we entered business, is that a question must be answered directly and immediately.
In a commercial setting, that instinct can be unhelpful. A premature answer to a poorly timed question rarely leads anywhere productive.
For many prospective clients, this is not a calculated pricing interrogation. It is simply a starting point.
They are not necessarily trying to force your hand; they are trying to find a way into the conversation.
Shifting the objective of the conversation
Your aim should not be to avoid the question, but to handle it in a way that keeps the conversation commercially sensible.
You are not there to provide a number on demand.
You are there to establish relevance, understand the requirement, and then determine an appropriate fee.
That requires a degree of control over the direction of the discussion.
What follows are 25 ways to respond to the question without being evasive, while still protecting the integrity of your pricing. The wording matters less than the intent behind it.
Setting the tone and reframing the question
1. I’d love to answer that, but I can’t yet because I don’t know exactly what help you need. Can I check a few things first so I can give you a proper quote?
2. I’ll answer your question in a moment, but to give you something meaningful, may I ask you a couple of questions first?
3. It depends on what you need. I’ve learned not to assume every client wants the same thing, so let’s clarify a few points before I quote a fee.
4. I don’t know yet. Let’s talk about your objectives first so I can work out what would actually be involved.
5. There’s no useful answer to that in isolation. Can we talk about what you’re hoping I can do for you first?
Using curiosity to regain control
6. Before we discuss fees, can you help me understand what you’re trying to achieve? That will shape everything else.
7. Tell me a bit about your business and what prompted you to get in touch, and then I’ll be able to guide you on fees.
8. Do you mind if I ask a few questions about your current situation? It will help me make sure I’m quoting you properly.
9. Let’s spend a few minutes understanding your situation first. Then the numbers we discuss will actually mean something.
10. Would it be alright if we take ten minutes to explore what you need? I’ll be in a much better position to answer you properly.
Introducing ranges and expectations
11. I can give you a rough range now and then refine it once I know more. Does that work for you?
12. Most of my clients in a similar position to you pay somewhere between £100 and £300 a month, depending on what they need. How does that sit with your expectations?
13. At this stage, I can say I’m not the cheapest and I’m not the most expensive. The exact fee depends on what’s involved.
14. Let me get a clearer picture first, then I’ll give you a range and we can narrow it down together.
15. Fees vary because I tailor my services to each client. Once I understand what you need, I can show you some options.
Challenging assumptions about price
16. If it works, it’s cheap. If it doesn’t, it’s expensive. What are you hoping this will do for you?
17. Everything feels expensive until it solves the right problem. Can we talk about what you want it to achieve?
18. If I give you a number now, it may be completely wrong for what you actually need. Let’s avoid that and get it right.
19. It’s unlikely to be as low as a basic compliance service, but it may deliver far more value. Let’s explore that first.
20. If price is your main concern, I may not be the right fit. Can you tell me what you’re really looking for from an accountant?
Adding lightness without losing control
21. It could be anything up to a million pounds until I know what you need. Shall we narrow it down a bit?
22. There might be a friends-and-family rate, but we’re not quite there yet. Let me ask a few questions first.
23. It’ll cost more than a taxi across London but less than building a landmark. If we talk for ten minutes, I can be more precise.
24. I have good news and bad news — it’s not a £500,000 problem, but it’s probably not a £10,000 one either. Let’s work out where it really sits.
Creating a clear commercial boundary
25. If you’re simply looking for the cheapest option, I’m probably not the right accountant. If you’re looking for the right fit, let’s explore what that looks like.
Conclusion
What matters here is not memorising a script, but understanding the intent behind these responses.
Each one gently redirects the conversation away from a premature number and towards something more useful; clarity, context and commercial relevance.
Because the real issue is not the question itself. It is whether you allow that question to dictate the terms of the conversation, or whether you use your experience and professional expertise it as an opportunity to lead it somewhere more productively.
And in practice, that is often the difference between a transactional enquiry and the start of a valuable client relationship.
