What should you do when a potential customer asks "How much will it cost?" as one of their opening lines. This focus on price is often a clue to indicate the prospective client may lack knowledge about what you really do. In my experience across many types of businesses, I've found that it's usually because they simply don't know what else to ask. So they focus on something they understand - price. But how do you get around the price without seeming like you're avoiding an answer?