Customers say “That’s too expensive for us” for a reason. Here is what usually sits behind it, how to respond and what to avoid.
The price looks higher than the value the customer can see today. Often they are comparing it with something they know, a budget limit, or a quote that covers less. Ask what they compare it with: if they name a number or product, it is a comparison problem; if they stay vague, the benefit is probably not concrete yet.
Typical in: Software and SaaS, Insurance and finance, Real estate, Telecom and energy, Professional services, Retail and e-commerce, Manufacturing and logistics, Contact centre and customer service
Pick the framework that fits the customer. The wording is an example direction, not a script: say it in your own words.
Ask what sits behind the objection, so you answer the real concern.
“Fair enough. Too expensive compared with what: a budget you have, another quote, or what you expected?” Then wait. Whatever they name tells you whether you are dealing with a budget, a comparison or a value gap.
Put the options side by side, including the cost of doing nothing.
“Let’s put the two side by side so we compare like with like. What does the other option include, and what does it leave out?” Walk through scope, support and what happens after the first year, then tie the difference to the result they told you they want.
Give two real options so the customer decides how, not whether.
“If the full package is above what you planned, I can show you two ways: a smaller scope that keeps the part that matters most to you, or the full scope with a start date that suits your budget. Which would you like to look at?”
After your response, ask:
Which part of this would you least want to give up if we had to bring the price down?
Avoid: Everyone says that, and honestly this is really cheap.
It dismisses the worry and compares nothing, so the customer hears a sales line instead of an answer and the price stays the only thing on the table.
Reading is not the same as saying it. Talk to an AI customer who raises this kind of objection and see in the report which sentence helped.
Practise this objectionThe price looks higher than the value the customer can see today. Often they are comparing it with something they know, a budget limit, or a quote that covers less. Ask what they compare it with: if they name a number or product, it is a comparison problem; if they stay vague, the benefit is probably not concrete yet.
Clarify before you answer: “Fair enough. Too expensive compared with what: a budget you have, another quote, or what you expected?” Then wait. Whatever they name tells you whether you are dealing with a budget, a comparison or a value gap. Compare like with like: “Let’s put the two side by side so we compare like with like. What does the other option include, and what does it leave out?” Walk through scope, support and what happens after the first year, then tie the difference to the result they told you they want. Offer a choice: “If the full package is above what you planned, I can show you two ways: a smaller scope that keeps the part that matters most to you, or the full scope with a start date that suits your budget. Which would you like to look at?”
Which part of this would you least want to give up if we had to bring the price down?
Avoid “Everyone says that, and honestly this is really cheap.” It dismisses the worry and compares nothing, so the customer hears a sales line instead of an answer and the price stays the only thing on the table.
Educational conversation training. It is not legal or financial advice and it promises no results. Always follow your company’s rules, the terms of the product and a customer’s clear no.