For years my quotes answered the question clients asked: "what does it cost?"
Now I make them answer mine first:
"What does this project need to achieve for you to call it a success?"
One question, and everything about the conversation changes.
Sometimes the answer is "the launch page needs to convert better." Sometimes it's "my boss needs to approve it in one round." Sometimes it's "we need it before the trade show, quality second."
Every one of those is a different project. Different price, different process, different definition of done. Without the question, I'd have quoted all three the same way and been wrong three times.
And there's a quieter effect: the client hears you asking about his outcome, not your workload. That's the moment you stop being a pair of hands in his mind.
Ask it before you ever mention a number. The answer tells you what to quote. The question tells them who they're hiring.
– Moritz
Tiny tactical tip:
Add the question to your intake, written down, so it's impossible to forget in the moment: "What does this project need to achieve for you to call it a success?"
If the client can't answer it, that's not a bad sign about them. It's the project's biggest risk, found early.