“It is expensive” can mean the total is beyond the budget, the customer does not understand the scope, another quote is lower or they are unsure whether the result is worth the cost. Responding with a discount before clarifying can solve the wrong problem.
Ask a short, neutral question. “Is the main concern the total budget, or how this compares with another option?” Then listen. If the customer does not want to discuss it, respect that.
When the total is beyond the budget
Explain what can be reduced or phased without making the remaining work unsuitable. Show the new scope and its limitations. If there is no workable version at the available budget, say so clearly.
At that budget, we could deliver [smaller scope]. It would not include [important exclusion]. Would that still achieve the part that matters most to you?
When another quote is lower
Describe the elements in your proposal that affect the price. Invite a comparison of scope and responsibilities. If the scopes are comparable and the other price fits better, you may simply lose the job. Protecting a viable price can be the right decision.
Do not invent claims about inferior materials or hidden costs in a competitor's offer. Explain what you can substantiate about yours.
When the customer needs more time
Ask what remains to be decided and whether you can clarify anything. Record a realistic next step. For a genuine deadline, explain what changes after it: supplier price, booking availability or a required planning interval.
When they want proof
Use relevant work examples, permissioned references and specific explanations of your process. Show a project similar in scope or constraint. A large gallery of unrelated jobs can be less helpful than one clear example.
Never present a fictional demonstration as a completed customer project. If a design is a concept, label it as one.
When the conversation becomes unreasonable
You can set boundaries on repeated unpaid redesigns, unavailable dates or requests outside your competence. Refer back to what you can offer and the agreed scope of the quotation stage. Stay factual and avoid debating the customer's character.
Before revising a quote: identify the exact change, recalculate its costs and issue a new version. A revised number with an unchanged description creates confusion for the customer and for the person who will later deliver the job.