Hi April, This is often due to businesses not understanding marketing as an industry. Clients don't realize that the sky is the limit and that we could just as easily produce a $200,000 proposal as a $5,000 proposal. I find it helpful to walk clients through what is involved in a marketing proposal, the issues that'll come up from their perspective, then I work through the problems they will face when comparing proposals of differing value and features. Often they are afraid of getting 'screwed', so talking about how a budget can help protect them by making it easier to evaluate them. They will often get behind the wisdom of that proposition. The next thing I do is talk (if they don't have a marketing rep) about how much they should spend on marketing as a whole, we are a digital agency so this helps soften the segue to our final destination the $$ portion that should be allocated to digital works. I hope this helped because I ran out of room...hahaha