You have to be honest with them. Tell them, how good are you willing to go? Good espresso is NOT cheap. I want a good car, ok are we talking good ford, good mercedes or good mazarati? What is your definition of 'good'.
Explain to them that a decent starter machine is around 500 bucks, yes they can get something a bit cheaper but will end up disappointed, then tell them, but to make that 500 dollar machine do it's job, you need to put another 300 into the grinder. and that's just starting.
Ok, we all know this, im trying to preach to the choir but my point is, tell them up front, if you want a steam toy get one of those all in wonder blunder boxes, if you are REALLY serious about quality espresso, it's going to cost you.
When I brought my espresso setup into work last year, everyone LOVED the shots I pulled for them, even the guys who had the 'toys' at home said, man this is a lot better than I can ever get. Then they asked me how much did that stuff cost and I quoted the 900 dollar price tag. Many jaws dropped but then I said, and now you know why you can't 'get it this good at home' on your 99 dollar walmart special. I then said and that coffee you get at your commercial store, that espresso machine, you can triple at least that price for that machine.
I had one person ask me afterwards to get him started down the espresso road which I gladly did. He is in love with his setup and I asked him, are you upset blowing a grand on coffee stuff and he said, nope, in fact im looking at roasting my own soon, (i used to supply him with roasted beans) so he's hooked too.
Aaron
Aaron