Guides · 6 min · Updated 2026-07-13
Counter offer email templates that get the number moved
A counter offer email has one job: move the number without souring the relationship. The templates below do that with the same four-part structure. Enthusiasm first, so nobody reads the counter as a rejection. One specific number, because ranges get answered at the bottom. A reason attached to the number, because reasons give the other side cover to say yes internally. And an easy close, so accepting your counter is the path of least resistance.
Counter by email when the offer came by email. You get time to think, a written record, and none of the pressure tactics that work on a live call. Counter by phone only if they call you first, and even then it is fine to say you will follow up in writing.
Template 1: counter a job offer on base salary
Subject: Re: Offer for [role]
Hi [name], Thank you for the offer. I'm genuinely excited about the role and the team, and I want to make this work. On compensation: based on what I'm seeing for comparable [role] positions and the scope we discussed, I'd need the base at [your number] to sign. Everything else in the offer looks right to me. If we can land there, I'm ready to accept this week. Best, [you]
Why it works: one lever, one number, one reason. Asking for base plus bonus plus equity plus start date in the same email invites them to trade one against another. Pick the lever that matters most and hold the rest steady.
Template 2: counter with a competing offer
Subject: Re: Offer for [role]
Hi [name], Thank you again for the offer. I need to be transparent with you: I have a competing offer at [competing number] base. Your team is my first choice, which is why I'm bringing this to you instead of just taking it. If you can match [your number], I'll sign with you and withdraw from the other process this week. Best, [you]
A competing offer is the strongest leverage that exists, and it only works if you attach a commitment to it. The trade is explicit: match the number, get a signed candidate and zero pipeline risk. Never bluff a competing offer. If they call it and ask for details, a real one survives and a fake one ends the negotiation.
Template 3: counter a freelance rate or client budget
Subject: Re: [project name]
Hi [name], Thanks for sending the brief. The scope is clear and I'd like to take it on. For this scope my rate is [your number]. That covers [the two or three concrete things the number buys: revisions, timeline, availability]. If the budget is fixed at [their number], I can meet it by trimming scope: [the thing you would cut]. Tell me which version works and I'll send the agreement. Best, [you]
The freelance version trades scope, never rate. Cutting your rate teaches the client your first number was padding. Cutting scope keeps the rate intact and makes the budget their choice instead of your concession.
The mistakes that cost real money
- ·Countering with a range. "150 to 160" reads as "150 is fine". Name one number.
- ·Apologizing. "Sorry to ask, but" tells them the ask is negotiable before they answer.
- ·Countering everything at once. One lever per email. The rest is noise that dilutes the ask.
- ·No reason attached. A number without a reason is a wish. A number with market data or a competing offer is a position.
- ·Accepting a verbal promise. "We will revisit comp at six months" is worth exactly the paper it is not written on.
One more thing before you hit send: the reply to your counter is where the negotiation actually happens. They will come back with a deadline, a policy wall, or a partial move. If you want to know what that reply looks like before it lands in your inbox, rehearse the exchange first.