There are a number of ways to do this depending on the situation and where you are at in the sales process. There are times when it's a very valid question and it should be answered. But more often than not, the price question is asked at the beginning of the process and it's really just a deflection, a smoke screen, a way to get you off of the phone. -See cgod's comment.

If you are at the beginning of the process, there's often no way you could possibly quote a legitimate price. You don't know enough about their business yet. For example, let's say you are selling web-design and marketing. You don't know their needs at all.

Customer: How much is a new website

Salesperson: There are many factors that contribute to price and it could be that a new website isn't even a good fit for your business model. Can I ask some questions to get a better idea of your business and it's goals to determine which product of ours, if any, would be the best fit? After that, I promise I will give you an accurate idea of the investment involved.

Most reasonable people will agree. In the case of cgod, nobody should be bothering this guy right now unless they have a product that will immediately solve some pain points. The guy just opened a business and is likely running around like a chicken with his head off. -Know how to read the situation. Anyone that wants cgod's business right now would do well to be a paying customer for a month straight.... then ask for a meeting.

Good luck cgod! I hope it's going well. I promise, I'm not one of the guys calling you, I don't do that....anymore. That there is entry level shizzle.