What it usually means
The buyer wants to know if it's worth their time, or is comparing prices. Dodging the question entirely can destroy trust.
The approach
Give an honest range, explain what it depends on, then ask questions so you can be precise.
What to say
1Fair question. Most customers your size pay between $X and $Y a month, depending on users and setup. Can I ask a couple of questions so I can be more precise?
2It depends on a few things. If you tell me how many people would use it and what you need it for, I'll give you a real number in two minutes.
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Refusing to give any number
- Giving the lowest possible price to sound cheap