"...spend a lot..." could mean a hundred different things. Let me suggest a very simple question.
"Interesting. What more would you like me to know?"
And then see where the conversation goes. Just the fact the you want to listen to them will be a rare treat.
I believe this can be a good way to handle this situation. Years ago I used to turn people away when they made comments like this customer, sometimes with a snarky send off. I felt offended that a customer would dare question my price. In my eyes, they were diminishing my value as a sign maker. Then came the day that I did this and found out later that the customer went to a competitor and not only gave him the job, but paid a significantly higher price than I was going to quote. Me and my big mouth, right? Then, at some point, I also realized that I did the same dam thing whenever I bought cars. I would say, "I don't want to spend a lot." I would even say, "Can't you do better than that?" I did this regardless of the initial price quote. Why? Because I considered myself a hot dog horse trader. I knew they would come down if I asked. I would even play dealers against each other. Some of them didn't like it, but I usually saved some money.
I no longer get offended by customers that say they don't want to spend a lot. I now often use a two or three-tiered pricing strategy. And I don't start with the bottom price. I will come down in price, though usually insisting on a "concession."
And sometimes our ability at the art of selling can make all the difference. If we don't like selling, or are poor persuaders, or feel that all our jobs should be humbly handed to us without question, then we may lose out on a customer that may turn out to be a good one. We would certainly be handicapped as a car salesman.
Also, it's good to remember that not all buyers are looking for the cheapest. But they all want a good value. We do, too.
We sign goobers are sometimes a feisty lot, aren't we? Many "creatives" are (artist's ego?).
Brad in Kansas City
