When a prospective client asks for a discount, there are seven ways you can respond.

None of them are guaranteed to work.

So, as with most things in life, prevention is better than cure.

That’s why, in this week’s blog, we’re revealing nine ways to stop prospective clients from asking for a discount in the first place.

#1. Specialise in a niche

Generalists are 10 a penny. Genuine experts in a specific niche are much harder to find.

So, if you’re one of them (or even better, the only one), you’ll attract fewer prospects who buy on price and more who value your expertise. That means fewer discount conversations and probably means you can charge more.

Niching down makes everything easier, from marketing to sales, and from client retention to referrals.

#2. Disclose fees on your website

Our 2025 website survey found that only 13.8% of firms fully disclose their fees online.

That means at an early stage, consumers are forced to ask, guess, or worry about cost.

They’re not great options.

In contrast, firms that fully disclose their fees tell us there are three main benefits:

• Lead quality improves
• Conversations about fees are easier
• Fewer people ask for discounts because they already know the cost.

Publishing fees won’t stop every discount request. But it will filter out some price-sensitive prospects before they book a meeting, and make conversations easier with those who do.

#3. Show the value you bring before a prospect meets you

Social proof helps to show the value of working with you, yet most advisers/planners don’t have enough of it. And those who do often aren’t using it effectively.

Your social proof portfolio should include:

• Client survey results, to show the views of a representative sample of your clients.
• Google and VouchedFor reviews, to impress prospects on their digital journey to your door.
• Testimonial videos, so your clients can tell their stories and prospects can connect with them.

This matters because people question price when they don’t understand value, and the more proof they see before they meet you, the less likely they are to ask for discounts.

#4. Make your business more likeable

Research shows we’re more likely to do business with people and organisations we like.

In a recent episode of the Nudge podcast, Dr Robert Cialdini discussed his principle of “liking”, which says people are more likely to say “yes” to people they like.

The episode also referenced a study of 6,700 websites, where small changes designed to humanise the experience, such as using a welcoming message, improved conversions.

That matters here because, while there’s no guarantee, it’s reasonable to assume that people are less likely to ask for a discount from someone they like, trust, and feel connected to.

So, how do you make your business more likeable?

Start by making it feel more human. For example:

• Using real team photos instead of stock images
• Writing website copy that sounds like a human wrote it
• Adding client videos so prospects can hear from people like them
• Showing personality in your emails, newsletters, and social posts
• Using warm, welcoming language on your website and in all other communications
• Making it easy for prospects to understand who they’ll meet, what will happen next, and why they’re in safe hands.

All of these will help prospects feel comfortable with you before they’ve even spoken to you. And when someone feels comfortable, reassured, and understood, the conversation is more likely to focus on value, not price.

#5. Don’t use round numbers

Specific numbers feel considered and reassuring. Round numbers can feel guessed, convenient, or plucked from thin air.

That matters when you’re discussing fees.

In another recent episode of the Nudge podcast, Dr Robert Cialdini explained why businesses shouldn’t automatically round prices down. His example was simple: if your calculated price is £120,121, most people would round it to £120,000.

Cialdini says that’s the wrong thing to do, because the specific number suggests there’s thought, logic, and calculation behind it.

Chris Voss makes a similar point in Never Split the Difference, where he recommends using precise, non-round numbers in negotiations because they feel more considered.

So, instead of using round numbers everywhere, ask yourself:

• Does this fee look calculated?
• Does it give the prospect confidence?
• Does it suggest there’s a process behind the price?

Specificity builds confidence. And the more confident a prospect feels about your pricing, the less likely they are to challenge it.

#6. Avoid sounding desperate for the work

Discount requests often appear when prospects sense you’ll do anything to win them over.

The best way to avoid looking desperate? Effective marketing. If you’re confident about where your next enquiry is coming from, you won’t feel under pressure to win every prospect at any cost.

#7. Send a strong pre-meeting confirmation email

Most meeting confirmation emails are functional:

• Date
• Time
• Address or a Zoom link.

And nothing else.

That’s a missed opportunity.

Use the email to reinforce value before the conversation and show the prospect they’re in the right place.

The easiest way to do that is to include one carefully chosen piece of social proof. Ideally, that’s a testimonial video from a client whose circumstances are similar to the prospect’s.

After all, the more the prospect sees people like them getting value from working with you, the less likely they are to question your fee.

Click here to learn more about this idea.

#8. Explain what’s included and the benefits

Don’t just say “initial advice fee: £3,000” or, if you’ve taken our advice, be specific, “our initial advice fee is £2,976”.

Instead, break down what happens for that fee. In detail.

The more the prospect understands what you’re doing, why it matters, and how it benefits them, the less arbitrary your fee feels.

#9. Maximise referrals and recommendations

Referrals and recommendations from existing clients are the best type of new enquiry because they’re usually pre-sold on working with you and have an immediate need.

Combined, those two things mean they have higher intent than leads from other sources, making them less likely to shop around on price.

There’s another reason why asking for a discount might not be on their radar.

A referred prospect might be less likely to ask for a discount because doing so could put your mutual contact (your existing client and their friend, family member, or work colleague) in a tricky position.

So, if you want fewer discount conversations, start by maximising the type of enquiry least likely to create them.

76% of advisers/planners need the discount vaccine

Vaccines prevent harmful diseases.

These nine actions help prevent awkward discount conversations and increase the chances of you being paid in full.

So, which of the nine will you implement first?

Email phil@theyardstickagency.co.uk and tell us.