If you talke about price too soon, you label yourself a commodity. You need to push the value of what you are doing, so that you are not lumped in with the "$299 website" guys. Learn how to ask tough, open-ended questions about what they have and what it costs:
-What has kept you from changing thus far?
-If you aren`t satisfied with your results, what kind of results are you looking for?
-How long have you been doing it this way?
-What would your sales/profit results look like if it were perfect?
-So, that`s what it costs you to continue doing it this way?
-If I can make it happen, do you have any reason not to work with me?
-So, when I come back with a proposal that meets your needs, and is in line with your budget, you`ll work with me, right?
-Great! What`s your budget, so I can make a cost-appropriate proposal?
-No budget? You know it won`t be free, right?
-Well, you realize that we are talking about an improvement of $$$ when this properly up and running?
-What kind of profit would you make if this increased your sales that much?
Now, prepare your proposal. The proposal needs to concentrate on the costs associated with doing nothing, and the things you will do to fix them, and how the things you do fix them.
I don`t have time to teach you how to deal with "think it over"s - but under no circumstances should you leave a detailed proposal behind. If you do, you just gave away your intellectual property.
Let me know how it goes, or if there is anything I can help with.