“How Much Is It?” – Answering the Hardest First Question in Executive Search
In professional services, especially in executive search, the very first question from a prospect is often:
“How much is it?”
It’s a fair question. But when it comes at the very start—before any discussion of process, deliverables, or outcomes—it presents a challenge. Why? Because executive search isn’t a commodity. It’s a highly customized, strategic service, and the cost depends on factors the prospect hasn’t yet considered.
The Real Issue: Lack of Context
When a prospect asks for price upfront, they typically don’t understand:
The search model (retained vs. contingent vs. hybrid)
The depth of research and candidate vetting involved
The value of speed, accuracy, and quality in executive placements
The impact of a wrong hire vs. the right hire
Without this context, price alone doesn’t mean much.
Framing the Conversation
So how do you answer without sounding evasive or defensive?
Acknowledge the Question – “I get it, price is important. Our fees are structured around the complexity of the search and the level of customization required.”
Shift to Value – “Before throwing out a number, it’s important to understand your hiring goals. Are you looking for speed, precision, or transformation?”
Give a Range (If Necessary) – “Most executive search firms charge between X% and Y% of first-year compensation. The exact fee depends on scope, industry, and urgency.”
Price Without Value is Meaningless
If a prospect insists on price without engaging in a deeper discussion, they may not be the right fit. The goal isn’t just to win business—it’s to find and place the right leaders. And that’s always worth more than just a number.