> How do I signal to a client, "I'm expensive -- and worth it!" without saying, "Hey, can you afford me? Because otherwise let's not even talk."
You're missing a step in your sales process, which is the qualification part. Before letting a conversation go into much details or letting it turn into an interview call, take control and state that you'd like to to spend 10-15 minutes asking questions to make sure they're a good fit so you can make best use of each others' time. Then ask:
- "So tell me, why are we talking here today? What is it exactly that brought us into this conversation?" [Let them throw up their problems on the table, but only in broad strokes.] (~5-10min)
- What their decision process is and how they'll fit in [in passing] (~1-2min)
- How urgent it is for them to fix the problem [if it's not clearly urgent] (~1-2min)
- What their ballpark budget is [~2-3min]
Most prospects resist giving a figure at this stage. A trick to get them to give a ballpark is to announce a scary-sounding range. As in "hold, the type of contracts I work on start at $5k and go as high as $500k. I don't necessarily need your specific number, but can you at least let me know where you more or less fit in that range so I can know how much I can help you?"
Sometimes, there's an obvious and intuitive mismatch between what their problem is and the budget they're willing to allocate towards fixing it. If you suspect they've deeper pockets than what they said, you can occasionally hold their hands and walk them through their own numbers. e.g. "Hold, let me try to see if I get it right. You just told me your team of 6 engineers was on this for 4 months and failed to make this work. Depending on how you pay them that likely makes it a $150-250k type of problem. Are you sure your $20-30k budget range will allow you to solve it?" [Then see how high they could actually go, without negotiating or promising anything on your end.]
That way you won't waste time going over prospect problems for hours on end without the slightest clue of whether it'll be worth your time or not. If they're clearly under your number, say it up front upon [dis-]qualifying them. Either politely stop the conversation there, or spend the rest of your meeting giving them a few good pointers. [Then ask for a few referrals.]