You are on a discovery call with a promising new lead. The conversation is going well. Then, the client drops the dreaded question:

“So, what is a ballpark figure for this? How much will it cost?”

Your palms sweat. You know you shouldn’t give a price without a detailed analysis. You don’t want to scare them away with a high number, but you don’t want to undersell it either.

Most salespeople respond with: “It depends. Let me get back to you in a few days.”

That is the safe answer, but it is the wrong one. By refusing to give a number, you lose momentum, you lose authority, and most importantly, you lose information.

There is a better way. It is called the Ballpark Shot technique.

This article teaches you how to use a rough ballpark estimate verbally, right there on the call, to instantly qualify the client and uncover their real budget.

Table of Contents

  1. The “Standoff”: Why you must give a number first
  2. The Anchoring Effect: Why the first number wins
  3. Technique 1: The “5/50/500” Rule
  4. Technique 2: The “Ballpark Shot”
  5. 3 fatal mistakes when giving a ballpark
  6. What to do if they say “That is too expensive”
  7. Email Templates: How to confirm the ballpark
  8. How devtimate gives you confidence on the call
  9. Checklist
  10. FAQ

The “Standoff”: Why you must give a number first

In every sales negotiation, there is a standoff about the budget. You ask: “What is your budget?” They say: “We don’t know yet. You tell us what it costs.”

This is a game of poker. The client is holding their cards close because they fear that if they say “$50,000,” you will magically price the project at exactly $49,999.

If you end the call there, you lose. You have to go back to your team, spend 8 hours building a detailed proposal for $50,000, only to email it and hear back: “Oh, we only have $10,000.”

You just wasted a day of work and delayed your pipeline by a week.

You must break the standoff during the meeting. You need to give a number to get a number. The goal of the ballpark is not to be accurate; it is to be useful.

The Anchoring Effect: Why the first number wins

Psychologically, humans rely heavily on the first piece of information offered (the “anchor”) when making decisions.

If the client has no idea what software costs, their internal anchor might be $5,000 because that is what their nephew charged for a WordPress site.

If you wait three days to send a quote for $50,000, the shock will be massive.

However, if you state a ballpark estimate of $40,000 - $60,000 early in the call, you reset their anchor.

By stating the number first, you control the frame of the conversation.

Technique 1: The “5/50/500” Rule

If the client refuses to share their budget, do not push them. Instead, use the 5/50/500 Rule.

This is perfect for the early stage of the call when you know very little about the scope.

Simply ask: “To make sure we are on the same page regarding the scale of the solution, are you looking to get this done for closer to $5,000, $50,000, or $500,000?”

This question is magic.

If they say “Definitely closer to $5k,” and you are an agency that sells $50k projects, you can politely disqualify them right now. You just saved yourself hours of proposal writing.

Technique 2: The “Ballpark Shot”

If they push for a specific number from you, or if you are further along in the call, use the Ballpark Shot.

This involves giving a wide, realistic range based on your experience with similar projects.

The Script: “Based on what you have told me the custom design, the Stripe integration, and the admin panel projects like this usually land between $40,000 and $70,000, depending on how complex we make the initial version. Does that range sound like something you are prepared to invest?”

Now, be quiet. Watch their reaction.

  1. The Flinch: If they gasp or go silent, they don’t have the money.
  2. The Nod: If they say “Okay,” or “That’s on the high end, but maybe,” you have a qualified lead.

By anchoring the price early, you filter out the bad leads immediately.

3 fatal mistakes when giving a ballpark

Giving a number on the fly is high-leverage, but it is also high-risk. Here are the three mistakes that will get you into trouble.

Mistake 1: Giving a single number

Never say “This will cost $50,000.” The client will remember that exact number forever. If the final quote is $55,000, they will feel cheated. The Fix: Always give a range with a significant gap (e.g., $40k - $60k). The lower number hooks them; the higher number protects you.

Mistake 2: Forgetting the “If”

Never say “We can do it for $40,000.” Say “We can do it for $40,000 IF we stick to a standard design and essential features.” The Fix: Always attach a condition to the price. It reminds the client that the low price requires scope discipline.

Mistake 3: Apologizing for the price

Never say “It is kind of expensive, probably around $50,000…” If you sound unsure, the client will smell blood and negotiate. The Fix: State the number with absolute confidence. “An enterprise solution like this requires an investment between $50k and $70k.”

What to do if they say “That is too expensive”

This is actually a great outcome. It means you are having an honest conversation. You have found the ceiling.

If you say “$40k-$70k” and they say “We only have $25k,” do not apologize. Pivot to Scope Management.

The Script: “I understand. $25k is a healthy budget, but it won’t get us the full scope we just discussed. If we stick to $25k, we would need to remove the Admin Panel and simplify the design to an MVP level. Is that an approach you are open to?”

Now you are negotiating scope, not price. You are a consultant helping them fit their dreams into their wallet. This builds massive trust because you are solving their problem, not just trying to close a deal.

Email Templates: How to confirm the ballpark

The verbal ballpark is just the start. You must document it immediately after the call to ensure there are no misunderstandings.

Here are two templates you can copy-paste.

Template 1: The “Green Light” (They accepted the range)

Subject: Project Recap & Next Steps

Hi [Client Name],

Thanks for the great conversation today. Based on our discussion, we are excited to move forward.

As we discussed, a project with this scope (Mobile App + Admin Panel) typically lands in the $40,000 – $60,000 range. Since this fits your expectations, the next step is to refine the details.

I will prepare a proposal for a Discovery Phase so we can finalize the exact feature list and give you a firm fixed price.

Best, [Your Name]

Template 2: The “Scope Cut” (They have a lower budget)

Subject: Thoughts on [Project Name] budget

Hi [Client Name],

Great connecting with you.

To respect your budget cap of $25,000, I have reviewed our notes. We can definitely build a high-quality MVP for that amount if we adjust the scope.

I suggest we postpone the [Expensive Feature A] and [Expensive Feature B] for Phase 2. This allows us to launch the core product within budget.

Does this strategy work for you?

Best, [Your Name]

How devtimate gives you confidence on the call

To pull off the “Ballpark Shot” confidently, you need to know your numbers. You can’t just guess, or you will look unprofessional.

devtimate is your cheat sheet.

Before the call (or even during it), you can use devtimate to quickly select the main modules: “Mobile App,” “Login,” “Chat,” “Payments.” The AI instantly calculates the industry-standard range (e.g., 450 - 700 hours).

You can look at that data and say with confidence: “Data from similar projects suggests this is a 500-hour build, which puts us in the $50k range.”

You aren’t guessing. You are citing data. That builds massive authority.

Get your data-backed ranges instantly with devtimate.

Checklist

✅ Never end a discovery call without establishing a budget range.
✅ Use the “5/50/500” rule to break the ice if they are secretive.
✅ Give a wide range ($40k-$70k), never a specific number ($52k).
✅ Always ask “Does that fit your expectations?” immediately after giving the number.
✅ Send a follow-up email confirming the range to avoid “memory amnesia.”
✅ If the budget is too low, pivot immediately to cutting scope (MVP), not cutting your rate.
✅ Use devtimate to validate your mental math before stating the number.

FAQ

1. Is it unprofessional to give a price without a spec?
No, as long as you frame it as a “Ballpark Estimate” or “Budgetary Range.” It is unprofessional to give a fixed quote without a spec. Giving a range shows you are experienced enough to know roughly what things cost.

2. What if I guess too low?
This is why you give a wide range with a high “Pessimistic” cap. If you say “$30k-$60k” and the final detailed quote comes in at $55k, you are safe. If you are unsure, always aim higher. It is easier to lower the price later than to raise it.

3. What if they say “I can get it cheaper elsewhere”?
Agreed. There is always a cheaper option. Your goal with the Ballpark Shot is to position yourself as the premium or reliable option. If they want cheap, let them go. You are looking for clients who value the outcome, not just the lowest hourly rate.

4. Can I use devtimate live on a call?
Yes. Many agencies share their screen and build the high-level scope in devtimate with the client. “Okay, you want Chat? That adds about 80 hours. You want Payments? That’s another 40.” This visualizes the cost and makes the ballpark feel like a collaborative calculation.

5. How do I practice this technique?
Start by using the “5/50/500” rule. It is low pressure. Once you are comfortable asking about the broad tier, move to giving specific ranges. Use a tool like devtimate to practice estimating different apps so you develop an intuition for the numbers.

The ballpark estimate is not just a number. It is a filter.

By using the Ballpark Shot technique, you stop wasting time on clients who can’t afford you, and you start building trust with the ones who can.

Stop hiding the price. Say the number. Use devtimate to make sure it’s the right one.