"It is cheaper online": how to respond
This can be true, and the client has done some homework, which is a good sign. Do not argue about price. Help the client compare like with like, and be honest where the online option suits them.
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
Online offers are easy to find and easy to compare by price alone, so the number is what the client sees.
- The client has seen a lower price and wants to understand the difference.
- They compare headline prices, not what is covered.
- They prefer to arrange things themselves, without an advisor.
- They want to test how flexible you are.
How to approach it
Treat the comparison as a normal and sensible step. Your job is to help it be fair, not to win it.
- Thank the client for checking, and ask what they found.
- Compare what is included, the exclusions, the conditions and the support, not just the price.
- Be honest that a simpler product may be fine for some people.
- Do not promise to be cheaper, and do not claim figures 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.
Welcome the comparison
- Example response
- "Good that you compared. Could you tell me what the other offer includes? Then we can put them side by side."
- Why it works
- It shows you are not afraid of the comparison and moves the conversation from price to content.
Compare like with like
- Example response
- "Two prices only mean the same thing if the cover is the same. Shall we go through the conditions and exclusions together and see where they differ?"
- Why it works
- That reframes the question calmly, without criticising the other offer.
Admit when it fits
- Example response
- "If the online option covers what you need and you are happy to manage it yourself, it may be a good choice. I would simply like you to choose it knowing what it includes."
- Why it works
- Honesty about an alternative builds more trust than any argument.
Mistakes to avoid
Defensiveness about price makes the client feel they are being handled.
- Running down online providers or comparison sites.
- Promising to match or beat a price you have not seen.
- Quoting savings or percentages you cannot verify.
- Glossing over differences in cover that do not favour your offer.
- Turning the conversation into pressure to sign now.
How to practise it
A calm, factual comparison is easier when you have said it aloud a few times.
- Set up a short call in which the AI client raises this objection ("It is cheaper online").
- 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
What if the online offer really is better for the client?
Say so. Honest advice that fits the client's situation is what builds long-term trust.
Should I match the online price?
Only if you are able to, and only after comparing what is covered. Never promise it before seeing the details.
Should I criticise online providers?
No. Keep to the facts of the cover and let the client judge.
What do I compare besides price?
Scope of cover, exclusions, conditions, how claims are handled and what support is available.
How can I practise this?
Run a short voice call with an AI client who found a cheaper offer, answer out loud and replay it. The practice is for your own training, 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.