Don't justify or shrink — hold steady and ask for their number. Say: "I understand it may be more than you expected. It's based on [market data / scope / value]. What number did you have in mind?" Make them counter rather than retreating from your own anchor.
Why they're saying it
Calling your ask "too much" is a flinch — an expression of sticker shock designed to make you feel unreasonable and immediately lower your number before they've countered with anything. It costs them nothing and often works on the spot.
The tell is that there's no counter-proposal attached, just disapproval. Disapproval isn't a number. The correct move is to acknowledge the reaction, restate the basis for your ask, and put the burden back on them to name a figure.
What to say back
"I hear you. The number reflects the market rate for this scope and what I'll deliver — it's not arbitrary. If it's outside the range, tell me where you are and let's find the overlap."
"It's priced to the value and the work involved, not pulled from the air. I'm happy to adjust scope if budget is the constraint — but the rate for this scope is firm. What did you have in mind?"
"Maybe — but it's based on [reason]. What feels fair to you? Give me a number and we can work from there."
Avoid these reactions
- Immediately dropping your number to seem reasonable.
- Over-explaining and apologizing, which signals the anchor was soft.
- Treating the flinch as a rejection rather than an opening move.
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