How to Talk About Money with Potential Clients

"Asking about money is rude," said your parents when you were eleven. You asked how much money they made, because Ryan's dad "got a raise" and took him to Chuck E. Cheese.

You wanted to go to Chuck E. Cheese.

But instead of a trip to the pizza mouse, you got a reprimand. Your cheeks burned with hot shame and you've avoided the topic ever since. In job interviews. Salary negotiations. Asking your boss for a raise. Dating your future spouse.

In the U.S., money talk is taboo—whether it's our Puritan roots, our celebration of individualism, or just not wanting to be that person at happy hour—we avoid comparing salaries, bank accounts, and home prices.

(Besides, if you want to know what your kid's friend's parents paid for their house, Zillow's got you covered—no awkward conversation required.)

But for independent consultants, this fear of "being rude" can sabotage your business. Especially when it comes to budget conversations with future clients.

Even though it benefits everyone to get clarity on the price, we dance around the topic because we've been conditioned to feel it's inappropriate. The fact that our future client also feels this way only fuels the confusion and stalls progress.

You must take the lead in the budget discussion and make it feel like a natural conversation between two rational people.

There are 2 ways to kick it off:

1. Ask about their budget
2. Talk about your prices

I prefer to start with their budget. You can always pivot to your prices if they stonewall you or simply don't know.

Here's what to say, in a calm and friendly tone, like it's the most natural thing in the world.

"Would it be ok if we talked about money now?"

They'll give you permission to proceed. It's on their mind, too.

"Dave, I know a lot of VPs have a fixed budget they're working with. Is that the case here?"

If they say "yes," dig deeper:

"Can you help me understand what you've planed to invest for this project?"

If they say "no," then you can pivot:

"Would it help if I shared a range of what clients usually invest for this kind of project?"

Make it feel natural. Don't dance around the topic with vague questions—or take the coward's way out and blindly email them a quote. Your job as a consultant is to turn confusion into clarity, and that starts long before the contract is signed.

Get comfortable being uncomfortable, and lead the conversation about money—relieve the tension for you and your potential client.