What it usually means
Real interest, or the fastest way to rule you out.
What to say
It depends on [what drives the price], so a number now wouldn't be fair to you. Can I ask two questions so I give you a real answer?
Replace anything in brackets with your own words before you say it.
Why it works
A number with no context gets judged on its own and usually loses. Two questions frame the price against their problem, so the number means something when they hear it.
Other ways prospects say it
- “What's the price?”
- “What does this run?”
- “Give me a ballpark.”
Same reflex, same response. Type any version into the Objection Lookup to check.
If they push back again
If they insist on a number, give an honest range and say what moves it up or down. Dodging price completely sounds like you're hiding something.
The pattern behind every objection
Acknowledge it with something short and human, ask one question about what sits behind it, then propose a small next step with two options, or exit cleanly. Handle each objection once, never argue it, and log every one so you can see where your message or your list is weak.