How to actually present the price
Most price losses happen in delivery, not the number itself.
Present in person or on the phone, not by email
For anything over a few thousand, a live conversation closes far more often than an emailed PDF. Email after the conversation as confirmation, not first contact.
Lead with what they're buying
Three sentences about the outcome, then the price. Customers who hear the price before the value almost always object.
Stop talking when you say the number
Say the price, then wait. Filling the silence with discounts or disclaimers is how owners give away margin they didn't have to.
Take your version of this question further
This is one operator-tested angle on the question. Your shop, your size, your trade, and your team change the answer. Ask your specific version inside Ask a Shop Owner to get a response grounded in how owners like you actually handled it.