A client says your price is too high. You can cut your rate, walk away, or find a third path: a counter offer that holds your value while meeting their constraint. That email matters more than most freelancers think.
When to send a counter offer follow-up email
Send one when:
- A client asks for a lower price
- They love the work but budget is tight
- They ask you to match a competitor’s quote
- They want a “smaller version”
The right response isn’t yes or no. It’s a structured alternative.
Template 1: When they say the budget is lower
Subject: Re: [Project name]—adjusted option
Hi [Name],
Thanks for being upfront about the budget. Based on what you’ve shared, here’s an adjusted option:
Option A (original scope): [Original price]—includes [full list of deliverables] Option B (reduced scope): [Lower price]—includes [adjusted deliverables, noting what’s removed]
Option B gets you [core outcome] within your budget. Let me know which direction works, or if there’s a different priority I should focus the scope around.
[Your name]
Template 2: When they ask you to match a competitor
Subject: Re: [Project name]—on the pricing question
Hi [Name],
I hear you on the cost comparison. A few things worth factoring in: [brief, specific differentiator—turnaround time, process, past result, ongoing support].
I’m not in a position to match [competitor’s price] and deliver the same quality—but I can offer [specific alternative] at [adjusted price]. That would cover [core deliverable] without compromising [the part that matters most to them].
Happy to talk through it if that would help.
[Your name]
The best counter offer emails explain value at each price point. Show what changes at a lower price so clients make informed decisions.
Template 3: When the project is completely out of budget
Sometimes their budget just won’t work for what they need.
Subject: Re: [Project name]—honest take
Hi [Name],
I appreciate you sharing the budget. Being straightforward with you: to deliver [outcome they want], the minimum I can work with is [your floor]. Below that, I’d have to cut [specific thing] in a way that would compromise the result.
If the budget is firm at [their number], I’m happy to recommend [alternative approach or resource]. If there’s flexibility, let me know and we can find a version that works.
[Your name]
What to do after you send the counter offer
Wait 3-5 days. If no response, follow up once:
“Hi [Name], just wanted to check in on the adjusted options I sent. Is there one that works for you, or has something changed?”
Keep it short. Your counter offer did the main work, this is just a nudge.
If you use Waco3, you’ll know when they’ve opened and re-opened your proposal, telling you if they’re seriously considering or have moved on. That signal helps you time your follow-up and adjust your tone.
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