How to reply to a negative review about price

A price complaint is really written for the next customer, so your reply should be too. Say plainly what the price covers, stay calm, and leave it there. Never offer a discount or money in a public reply.

What to say

• Thank them first. A short thank you for the feedback sets the tone, and it costs you nothing. Keep it to one line, right at the start.
• Say what the price covers. Write it in plain terms: the ingredients, the parts, the time, the skill. You’re telling future readers what they get, so be specific about what you actually know.
• Stay short. Google’s own tips say keep it short, polite and professional. Three or four sentences is plenty, and the reader will actually finish it.
• Apologise if there’s something to apologise for. If the customer felt surprised, or you got something wrong, say so. Admit the mistake, but don’t take the blame for things outside your control.
• Invite a conversation offline. You can ask them to contact you by phone, email or in person. Give them one clear way to reach you, and leave the details for that chat.
• Sign with your name. A first name or initials makes it read like a person wrote it. Replies show as the business anyway, so the name does the human work.

What not to say

• Don’t argue the price. “Our prices are fair” makes you sound defensive, and you can’t win it. The reader isn’t judging the maths, they’re judging your tone.
• Don’t offer a discount or anything free in the reply. Google says not to use replies for deals or promotions, and offering anything in return for changing or removing a review is banned outright. If something genuinely needs putting right, sort it out privately, with no strings attached to the review.
• Don’t reveal what they paid. Their bill is their business. Talk about the price in general terms, not their receipt.
• Don’t get personal. No sarcasm about their budget, and no hints that they’re a bargain hunter. Google says not to attack the reviewer personally.
• Don’t ask them to change the review. You can invite a chat. You can’t ask for a different rating, and you shouldn’t be hoping for one.

Example replies

Café: “daylight robbery” on a flat white

Fictional example. A 2-star review says: “£4.20 for a flat white? Nice enough but daylight robbery.” The café roasts its beans locally, and the milk comes from a local dairy called Hill Farm.

Thanks for the honest feedback, and I’m glad you found the coffee nice enough. Our beans are roasted locally and the milk comes from Hill Farm, which is a big part of what goes into the price of each cup. We understand it isn’t the cheapest option around. Thanks again for telling us what you thought. Priya

Boiler engineer: the bill was more than the quote

Fictional example. A 1-star review says: “Final bill was more than the quote. Not happy.” The quote said parts were extra. The owner, Sam, is happy to go through the invoice by phone on the business number.

Sorry to hear you weren’t happy with the final bill. Our quote noted that parts were extra, but I’d rather talk it through than argue about it here. If you ring the business number, I’ll go through the invoice with you line by line. Thanks for letting us know how it felt. Sam

Dog groomer: pricier than the place down the road

Fictional example. A 3-star review says: “Lovely job but pricier than the place down the road.” The business has no other facts to add.

Thank you for the kind words about the grooming, and for the honest comment on price. We know customers have choices, and we appreciate you weighing it up so openly. We hope it helps other dog owners decide what suits them best. Thanks again for taking the time to write. Jo

When the complaint is really about a surprise charge

“Too expensive” and “I was charged something I wasn’t told about” are two different problems. The second one deserves an apology, because the customer’s real complaint is that they felt caught out, whatever the size of the bill. Own it first, then offer to talk by phone. If your records show the charge was agreed, say so calmly and briefly, for example that the quote listed it, and then invite a call to go through the paperwork together. Don’t wave the quote around like a trophy.

Questions people ask

Should I reply to a price complaint at all?

Yes, usually. The reviewer is notified when you reply, and future customers read it too. A calm, short reply that explains what the price covers shows you take feedback seriously. Silence can look like you don't care, and an angry reply looks worse.

Can I offer a discount to win them round?

No. Google says replies shouldn't be used to offer deals or promotions, and businesses must not offer payment, discounts or free goods or services for posting, changing or removing a review. Keep the public reply about explaining and listening, not paying.

Can I report a review just because it says I'm overpriced?

Probably not. You can flag any review, but only ones that break Google's policies get removed, and Google says not to report a review just because you disagree with it. "Too expensive" is an opinion, so a good reply is your best tool.

The reviewer can change their review after my reply. Does that matter?

It's worth knowing, because a kind reply might lead them to update it. But never ask them to, and never reward it. Write for the readers, and if the reviewer changes their mind, that's a bonus.