"It is too expensive": how to respond to a price objection
"Too expensive" is rarely a complaint about a number alone. It can mean the client does not see the value, compares the wrong things or truly has a tight budget. Ask first, then answer.
This guide describes general principles based on EU rules (GDPR, the ePrivacy Directive and the Insurance Distribution Directive). National law differs between countries, so check the rules in your country and your client's country. Your firm's own procedures and the rules that apply to you decide what is required; the guide is general information, not legal advice.
Why clients say this
Clients speak about price because it is the one thing they can easily see. What sits behind it differs from person to person.
- The client cannot yet see what exactly the money buys.
- They compare with a cheaper offer that covers something different.
- The monthly amount really does strain the budget.
- They feel pushed and use price as a polite way to step back.
How to approach it
Separate the price from the cover. Often there is room to adjust what is included instead of defending the figure.
- Do not defend or apologise. Ask what the client is comparing the price with.
- Check whether the cost, the scope or the timing is the real problem.
- Show what a lower price would take out, so the client chooses knowingly.
- Be honest that a cheaper option may suit them better, and do not promise returns or savings you cannot show.
Three example responses
These are starting points, not scripts. Put them in your own words and fit them to what the client has actually told you.
Find out what is being compared
- Example response
- "I understand, the monthly amount has to make sense. What are you comparing it with, the total or one particular item?"
- Why it works
- The question shows whether the issue is value, a competing offer or the budget, which decides the next move.
Offer a smaller scope
- Example response
- "We can build a leaner version. I will show you exactly what it would no longer cover, so you can decide whether you are comfortable with that."
- Why it works
- The client keeps control, and being open about the trade-off protects trust.
Accept a genuine budget limit
- Example response
- "If this does not fit your budget right now, that is a perfectly good reason. Shall we note the priorities, and you come back when it suits you?"
- Why it works
- Respecting a real limit leaves a good impression and keeps the door open without pressure.
Mistakes to avoid
Price conversations go wrong when the advisor starts to argue.
- Using fear of accidents or other worst cases to justify the price.
- Quoting savings, returns or payouts you have not verified.
- Dropping the price immediately, which suggests it was not fair to begin with.
- Comparing products by price only, without the scope of cover.
- Ignoring a stated budget limit.
How to practise it
Staying calm when a client pushes back on money is a skill, and it improves with repetition.
- Set up a short call in which the AI client raises this objection ("that is too expensive for me").
- Answer out loud, not in your head. The first spoken attempt shows where you hesitate.
- Replay the call and mark the moment you started to defend yourself. Try that moment again with a question instead.
- Repeat with two different client moods, for example friendly and sceptical, until the response sounds like you.
Frequently asked questions
Should I lower the price when a client says it is expensive?
Not as a first reaction. Ask what they are comparing with and what matters most. Adjusting the scope can be more honest than a discount.
How do I explain value without exaggerating?
Describe specifically what is covered and what is not, using the policy conditions. Avoid promises about returns or guaranteed outcomes.
What if the client really cannot afford it?
Say so openly and accept it. Offer a smaller scope or a later conversation. Selling something that strains the budget is not good advice.
Is it acceptable to mention the risks the insurance covers?
Yes, factually and proportionately. Do not use fear or exaggerate consequences to push a decision.
How can I rehearse price talks?
Run a short voice call with an AI client who raises the price objection, answer out loud and replay it. It is for your own practice and not for evaluating employees.
Practise this objection out loud
Try it with a voice AI client and replay your own call afterwards. The Free plan includes 3 voice calls a month of up to 5 minutes each; a pilot is available for teams. DIRI AI is for training and coaching, not for evaluating or ranking employees.