How to reply when a lead asks "What's the price?" in your DMs

"What's the price?" is the most common message a coach or creator gets in their DMs. It is also the one most often answered badly.

Some people paste a number and wait. Some dodge the question with "DM me for details" inside the DM itself. Both lose good leads every week.

Key takeawayDo not paste a bare number and do not dodge. Give the price a frame: who it is for, what it includes, what happens next.

A price question is a buying signal, not a nuisance. The person has seen enough to wonder if they can afford you. Your reply decides whether that thought turns into a conversation or a silent scroll away.

I have written and reviewed reply flows for 25+ brands since 2017. The pattern below is the one I keep coming back to, because it respects the buyer's time and yours.

Why "what's the price?" deserves a real answer

A person who asks your price has moved from "is this interesting?" to "is this for me?". That is a big step. If they reply “let me think about it” after the price, here is what to say next.

Two common replies throw it away:

1. The bare number. "₹[amount]." With no context, the number has nothing to stand next to. The lead compares it with a free video and goes quiet.
2. The dodge. "Let's get on a call and I'll explain." To someone who asked a simple question, this reads like a sales trap.

People do not object to your price. They object to a price they cannot place. Your job is to give the number a frame: who it is for, what it includes, and what happens next.

The 4 step price reply (copy these)

Change the words in [brackets] and send. Each step is one short message.

Step 1: Thank them and promise the price

Thanks for asking, [name]! Happy to share the price. Two quick questions so I point you to the right option.

This tells them you are not hiding anything. The price is coming.

Step 2: Ask two questions

1. What would you like to change in the next 90 days?
2. Are you looking to start this month, or later?

Two questions, not five. You learn their goal and their timing, and they feel heard.

Step 3: Give one price for the one option that fits

Thanks! Based on that, [program name] is the right fit for you. It is [duration], includes [3 key things], and the fee is ₹[price].

One option, one price. A menu of three plans in a DM makes people stall. If you have several offers, pick the one that fits their answers.

Step 4: Offer one next step

Would you like the payment link, or a quick 15 minute 1:1 call on Zoom to ask questions before you decide?

Give a choice between two yeses. Both move the conversation forward.

More ready messages for this moment are in the free Script Vault: how to explain your offer in one message and the payment message to send when they say yes.

Want to see where your own DMs lose people? The free Creator Leak Check takes 2 minutes and gives you 3 fixes.

What the full exchange looks like

Notice what the coach never does: argue, pressure, or send a wall of text. Every message is short and ends with an easy reply. If you plan to let AI draft replies like these, see which jobs an AI agent can take, and which stay human.

What to say when they reply "too expensive"

"Too expensive" usually means "I am not yet sure it is worth it", not "I cannot pay". Ask before you discount:

Totally fair. Can I ask what feels like too much: the total amount, or paying it all at once?

Then answer the real worry:

• The total. Point to a smaller option if you have one, or what they can start with on their own today.
• Paying at once. If you offer instalments, mention them here.
• Not sure it works. Share one honest client story with their permission, or offer the 1:1 call.

Never cut your price in the chat to save a sale. Buyers who got a discount for asking will ask again next time, and so will their friends.

When they go quiet after the price

Silence after a price is normal. People check with a partner, look at their budget, or simply get busy.

Follow up three times over a week, then stop. My guide to DM follow up messages that don't feel pushy has a Day 1, 3 and 7 message for exactly this.

The India version: "Price kya hai?"

In India the same question often arrives as "Price kya hai?" or "Kitne ka hai?". The framework does not change. Match the person's language in your reply and keep it short:

Bilkul, price share karta hoon! Bas 2 quick sawaal, taaki sahi option bataun.

If the chat moves to WhatsApp, remember that a business can send free form replies there for 24 hours after the person's last message. After that, it needs an approved template, which Meta charges for (Meta's WhatsApp documentation; my guide to WhatsApp pricing in October 2026 has the India rates). So reply while the window is open.

For the full path from an Instagram DM to WhatsApp to a UPI payment, read my guide on getting coaching clients on Instagram.

Check your own price reply

Your price reply is one step on the way to a sale. The 7 step funnel leak audit checks the rest.

Sources (checked 20 October 2026)

• Meta for Developers: Pricing on the WhatsApp Business Platform (customer service window), updated 30 September 2026