How to answer "what's included?"
"What's included in that?" is the question people ask when they are trying to compare you with someone else. It usually means they have two or three prices in front of them and cannot tell whether they are looking at the same thing. A vague answer makes you look expensive. A clear one lets the customer see what they are paying for, and often shows that the cheaper option leaves things out. This guide gives you replies for packages, quotes and retainers, a simple way to write down what is and is not included, a worked example, and the note to give an AI agent so it answers the same way every time.
The short answer
List what is included in plain words, in the order the customer will care about, and keep it short enough to read on a phone. Then name the one or two things that are not included and what they cost if needed. Finish by asking whether that covers what they had in mind, so any gap comes up now instead of after they have paid.
Replies you can adapt
Change the details to match your business. Names, prices and times are examples.
| When | Reply |
|---|---|
| A fixed package | The Standard package includes a one-hour planning call, a five-page website, mobile layout, contact form and one month of small changes after launch. Hosting and the domain name are not included; they usually cost around £10 a month. Does that cover what you need? |
| A quote they already have | Good question. Your quote of £3,200 covers the design, all materials, removal of the old units and a 12-month guarantee on the work. Tiling and electrics are not included, as we would quote those separately once we have seen the room. |
| A monthly retainer | Your monthly fee covers bookkeeping for up to 200 transactions, your quarterly VAT returns and a 30-minute call each month. Year-end accounts are a separate fixed fee of £650, and I can include that now if you would like one price. |
| They compare with a cheaper quote | Thanks for sharing that. It is worth checking whether the other quote includes removal of the old units and a guarantee, as ours does. If it does, it is a fair comparison. If not, the gap may be smaller than it looks. |
| Something they expected is not included | You are right to ask. Photography is not part of this package, but I can add a half-day shoot for £450, or work with photos you already have. Which would you prefer? |
| They want to remove something | Yes, we can take the monthly report out. That brings the fee down from £900 to £780 a month. Everything else stays the same. |
| They ask about extras later | Changes beyond the two rounds in your package are charged at £60 an hour, and I always tell you the estimate before starting. Most clients never need extra rounds. |
| They ask on LinkedIn | Thanks for asking, Hannah. In short: strategy session, three months of content and a monthly report. I have put the full list in a one-page PDF. Shall I email it to you? |
What to avoid
- Answering with "everything you need". Every business says it, and it tells the customer nothing.
- Sending a list of 25 items. Put the five that matter first and link to the full list if you have one.
- Hiding what is not included until the invoice. It is the fastest way to a complaint.
- Running down a competitor's quote. Point out what to check and let the customer draw their own conclusion.
- Letting an AI agent promise extras or add things to a package that you have not agreed.
What to tell your AI agent
- Give it a package note for each service: what is included, what is not, and the price of common extras.
- Tell it to answer with the most important five items first, in plain words.
- Tell it always to mention the main exclusion and what it would cost.
- Tell it never to change a package, remove a charge or add an item; it should offer to check with you instead.
- Ask it to finish by checking whether the package covers what the customer had in mind.
When a person should take over
- Requests to build a custom package or change the price.
- Disagreements about what an existing quote or contract includes.
- Large or long contracts where the detail really matters.
Why this question decides so many sales
People rarely buy a service on price alone, but they often rule businesses out on price. When two quotes look different, the customer has to work out why. If you make that easy, you are the one who looks clear and trustworthy.
"What's included?" is also the customer protecting themselves. They have probably been caught out before by an extra charge or a missing step. A straight answer, including what is not covered, tells them you will not do that to them.
Write your inclusions down once
Most owners know exactly what they include but have never written it down in the customer's words. Doing it once makes every answer faster, and it is the single most useful thing you can give an AI agent.
- For each package or service, list everything you do, from first call to final handover.
- Mark the five things customers care about most. These go first in every answer.
- List what you do not include, and for each one, whether you can add it and what it costs.
- Note the limits that cause questions later, such as the number of changes, visits or hours.
- Write a one-line summary of each package that a customer could repeat to their boss.
- Date the note and update it when anything changes.
Included and not included, side by side
A short table like this works well in a quote or a reply email. It answers the question before it is asked and makes comparisons fair. Details are examples.
| Included | Not included (available as an extra) |
|---|---|
| Planning call and written brief | Copywriting for every page (£80 a page) |
| Five-page website, mobile layout | Online shop (quoted separately) |
| Contact form and basic search listing | Hosting and domain (around £10 a month) |
| Two rounds of changes | Extra rounds (£60 an hour) |
| One month of small fixes after launch | Ongoing support plan (£45 a month) |
Notice that every exclusion has a price or a next step. "Not included" on its own sounds like a door closing. "Not included, available for £80 a page" sounds like a choice.
A worked example
A small web design studio receives an email from a café owner who has two quotes. The AI agent answers from the package note and hands the comparison question to the owner. Names and details are examples.
| Who | Message |
|---|---|
| Customer | Hi, what is included in your Standard website package? I have another quote for £900 and yours is £1,400. |
| Business | Thank you for asking. The Standard package includes a planning call, a five-page website that works on phones, a contact form, two rounds of changes and a month of small fixes after launch. Hosting and the domain are extra, at around £10 a month. Does that cover what you need? |
| Customer | I think so. The other one says five pages too, so why the difference? |
| Business | That is a fair question, and I have passed it to Jo, the designer, who can talk you through it properly. She will reply this afternoon. |
| Owner | Hi Marta, Jo here. It is worth checking whether the other quote includes changes after you see the design, and support after launch. Ours includes both. If theirs does too, it may simply be the better price for you, and I would understand. |
| Customer | Ah, theirs is one round of changes and no support. Let us go with yours. |
The agent gave the facts quickly. The owner handled the comparison honestly, without criticising the other studio, and let the customer see the difference for herself.
A package note for your AI agent
Packages, updated 1 November
Standard website, £1,400
Included (say these first): planning call, five pages, works on phones, contact form, two rounds of changes, one month of small fixes.
Not included: hosting and domain (around £10 a month), copywriting (£80 a page), online shop (quoted separately).
Rules:
- Answer with the first five included items, then the main exclusion and its cost.
- End with: "Does that cover what you need?"
- If they compare with another quote, thank them and hand the chat to Jo.
- Never add, remove or discount anything. Offer to check with Jo instead.How Spaces fits in
Spaces connects your own email, LinkedIn and messaging accounts to the AI agent you already use, so it can answer "what's included?" from your package note in the same thread the customer wrote in. You can hand any chat to a person, and the agent stays out of it until you hand it back.
On LinkedIn, replies to people who wrote to you have no daily limit in Spaces, and messages are spaced at least 20 seconds apart. LinkedIn restricts automation, so read the caveat box on our LinkedIn pages before you connect it.
Sum up and next step
Lead with the five things that matter, name the main exclusion with its price, and ask whether it covers what they need. When someone compares you with another quote, point out what to check and let them decide.
Write your package note today. It will make your own answers clearer and give your AI agent everything it needs.
Pricing
FAQ
Should I list what is not included?
Yes, briefly. Naming the main exclusion, with its cost, stops surprises later and makes your quote easier to compare fairly. Customers trust a business that is open about the limits of a package.
How long should the answer be?
Short enough to read on a phone, usually three or four sentences. Lead with the five things customers care about most, then the main exclusion. Offer the full list as an attachment or link if they want detail.
What if a competitor includes more for less?
Sometimes that is simply true, and it is fine to say so. You can explain what makes your service different, or offer a smaller package at a lower price. Avoid criticising the other business, which rarely wins the work.
Should I put inclusions on the quote itself?
Yes. A quote that lists what is and is not included is easier to approve and prevents arguments later. Many disputes start with a quote that only had a total on it.
Can an AI agent explain my packages?
Yes, if you give it a clear package note. Tell it which items to mention first, which exclusions to name and that it must never change a package or price without checking with you.
What if a customer says something was included when it was not?
Check what you sent them before you reply. If your quote was unclear, it is often worth doing the small extra as a goodwill gesture and fixing the wording for next time. If it was clear, explain kindly and offer to add it at the usual price.
Should I offer a cheaper package without some items?
It can help, especially when price is the main concern. Make sure the cheaper version still does the job well, and explain plainly what has been taken out so the customer is choosing with their eyes open.