The Pricing Conversation Playbook

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You answer the money question when they ask what you charge, which leaves both of the real questions open and is why so many quotes go quiet.
There is a small pause before you say the number, or your voice lifts at the end, and the prospect hears every bit of it.
You add "but there is some flexibility on that" before anybody has asked, which teaches the client that every number you give is soft.
You quote in an email, so your price arrives with no context and no tone, gets forwarded to two other firms, and becomes a line on a spreadsheet.
You discount without removing scope, which tells the client your prices are invented and that they should always ask.
You take one unanswered email as a rejection and never follow up again, which is how most quotes die for no reason at all.

The two sentence value frame to say immediately before the number, and the four second rule for what to do after it.
Word for word answers to the only three objections you will ever hear, including the sentence about sending them elsewhere that does more work than the rest of the answer combined.
The move scope not rate response, which protects your hourly rate while still giving the client a genuine choice.
A four message follow up sequence for a quote that has gone silent, including the day twenty five message that converts best because it removes the pressure.
The four warning signs in a prospect that tell you exactly what they will be like as a client, before you engage them.
Six lines to say out loud until they stop feeling like a performance, so the first time you use them is not in front of a prospect with your heart rate up.