Stop me if you've had this conversation before with a small-business owner:
You: "So that's a broad overview of what we do. We can definitely help you out with whatever you might need in the email marketing space."
Them: "Well... how much do you cost?"
You: "It really depends on what you use us for, whether it's software, creative or something else. Do you have a budget set aside for this type of thing?"
Them: "Not really."
You: "OK. How much money do you invest in marketing?"
Them: "We don't really have any money set aside for that."