Customers say “Last year it cost less. Why the increase” for a reason. Here is what usually sits behind it, how to respond and what to avoid.
The customer feels penalised for staying and suspects you are betting on inertia. They may also be using the increase to negotiate. Silence, vague reasons or a lecture about costs make it worse; a clear, honest explanation and a real choice help most.
Typical in: Software and SaaS, Insurance and finance, Telecom and energy
Pick the framework that fits the customer. The wording is an example direction, not a script: say it in your own words.
Show you heard it, then ask an open question before you respond.
“You are right, it has gone up, and I understand that is not welcome. Let me explain what has changed, and then we will look at your options, so you can decide what is worth it.” Then give the real reasons, briefly.
Give two real options so the customer decides how, not whether.
“There are a few ways forward: keep what you have at the new price, adjust the scope to bring it closer to last year, or review whether you still need all of it. Shall we look at which fits best?”
Move from the objection to the result the customer said they want.
“Let’s check what you actually used this year. If you used less than you pay for, we can fix that. If you used all of it and more, the increase is buying you something you rely on.”
After your response, ask:
What would a fair price look like to you, given how much you use it?
Avoid: Everyone’s prices went up this year.
It treats a personal frustration as a general fact. The customer wants an explanation about their own contract.
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 customer feels penalised for staying and suspects you are betting on inertia. They may also be using the increase to negotiate. Silence, vague reasons or a lecture about costs make it worse; a clear, honest explanation and a real choice help most.
Acknowledge, then ask: “You are right, it has gone up, and I understand that is not welcome. Let me explain what has changed, and then we will look at your options, so you can decide what is worth it.” Then give the real reasons, briefly. Offer a choice: “There are a few ways forward: keep what you have at the new price, adjust the scope to bring it closer to last year, or review whether you still need all of it. Shall we look at which fits best?” Reframe around the outcome: “Let’s check what you actually used this year. If you used less than you pay for, we can fix that. If you used all of it and more, the increase is buying you something you rely on.”
What would a fair price look like to you, given how much you use it?
Avoid “Everyone’s prices went up this year.” It treats a personal frustration as a general fact. The customer wants an explanation about their own contract.
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.