"How much is it?" is probably the message you get most. It shows up in DMs, comments and emails, often as the very first thing someone says. And it is one of the easiest conversations to lose.
The two usual replies both tend to end things. Dropping a price with no context turns your coaching into a number she can compare and walk away from. Dodging the question, "it depends, let's hop on a call!", can feel evasive, and she may simply not reply. There is a better middle path.
What she is really asking
Most people who ask about price are not only asking about price. They are asking, "Is this for someone like me, and is it within reach?" A good reply answers both: it is honest about the investment and it shows you understand her situation well enough to point her to the right option.
The reply that keeps the conversation going
A simple structure works in almost every case:
- Thank her and answer honestly. Give a starting point or a range, so she knows you are not hiding it.
- Connect it to what she needs. Explain in one line that the right option depends on her situation.
- Ask one question or offer the call. Give her an easy next step that moves toward a conversation.
Example: when you have one main program
"Great question! My 12-week program is [price], and it includes [one or two key things]. Most people I work with are dealing with [common situation], is that close to where you're at?"
Example: when it depends on the person
"Thanks for asking! Programs start at [price] and depend on what you need support with. What's the main thing you're hoping to change right now? Then I can point you to what would actually fit."
Example: moving to a call
"Totally fair question. It ranges from [price] to [price] depending on the level of support. The easiest way to know what fits is a quick 20-minute call, here's my calendar if that helps: [link]."
What not to do
- Don't send a price and stop. A number with no question or next step leaves her nothing to reply to.
- Don't refuse to share any price. It reads as a sales tactic and loses people who were ready to talk.
- Don't reply hours later. A price question is a sign of real intent. Answer it while she is still paying attention.
If she goes quiet after the price
Going quiet after the price is the most common reason a coaching lead goes cold, and one of the easiest to recover. Follow up a day or two later and name both possible reasons, so she has an easy, face-saving way to reply: "Just checking whether the investment felt like a stretch right now, or whether it just got buried in your inbox. Either is completely fine." A real no here is still useful information.
Why this needs a system, not just a script
The wording helps, but speed and follow-up do most of the work. If the reply comes the next day, or nobody follows up when she goes quiet, even a perfect answer loses. A saved reply for the most common questions, a fast first response and a follow-up that runs on its own close the gap.
The DM Reply Kit has copy-and-send replies for "How much is it?" and nine other messages coaches get every week. For the full DM structure, see how to turn Instagram DMs into booked calls.
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How to answer the price question so the conversation keeps going.