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How to handle price objections

Price is too high: How to overcome price objections in sales

Key Takeaways
  • Shift focus from price to value in overcoming pricing objections.
  • Understand customer perspectives on budget and value.
  • Time the price discussion after establishing product value.
  • Use smart questioning to uncover reasons behind price concerns.
  • Leverage testimonials and case studies to validate product value.

In the high-stakes game of sales, encountering a price objection is as inevitable as the rising sun. “Your price is too high!” – This phrase can either be a salesperson’s nightmare or an opportunity to shine.

It’s a pivotal moment where the deal can be made or broken, and your response can turn the tide. But fear not, for this is not just a challenge; it’s a golden opportunity to showcase the actual value of your offering.

Imagine being equipped with the perfect arsenal of strategies, responses, and insights to navigate the maze of price objections gracefully. Picture yourself overcoming these objections and using them as a stepping stone to close deals more effectively.

This article is your roadmap to mastering the “Your price is too high” objection, transforming it from a roadblock into a launchpad for successful sales conversions.

Join us as we unravel the secrets to turning price objections into affirmative nods, equipping you with the tools to survive and thrive in the dynamic world of sales.

Whether you’re a seasoned sales veteran or a newcomer, these insights will empower you to handle price objections with confidence, finesse, and a winning strategy.

Understanding price objections: The client says your price is too high; You respond

When a prospect raises pricing objections, it’s essential to understand their concerns. They may be facing financial constraints or perceive the price as too high compared to the perceived value.

Your response can transform this common sales objection into an opportunity to highlight the real value of your product or service.

Exploring the reasons behind price objections

Every time a prospect says, “Your price is too high,” they’re not just commenting on the numbers but unveiling layers of concerns and perceptions. They may need more convincing of the product’s value or are comparing it with a cheaper alternative.

Maybe they’re operating under budget constraints or simply testing the waters to see if there’s room for negotiation.

In some cases, the objection is a mask for other underlying issues – lack of trust in the brand, uncertainty about the product’s fit for their needs, or even past experiences that color their perception of value.

As a sales maestro, you gently peel back these layers, uncover the core of their hesitation, and address it with precision and empathy.

Psychological aspects from the customer’s perspective

The psychology behind price objections is a fascinating dance of perception, value, and trust. When a customer objects to a price, it’s often a reflection of their internal value assessment. They’re weighing your product against their mental benchmark of what it should cost.

This benchmark is shaped by a myriad of factors – market standards, competitor pricing, personal budget limits, and the product’s perceived value.

Understanding this psychological play is crucial. It’s about empathizing with their mental model and gently guiding them towards a new perspective where the price of your product outweighs the price tag.

This journey involves building trust, showcasing the unique benefits of your product, and aligning it with their specific needs and pain points.

In essence, price objections are not just barriers but opportunities. Opportunities to delve deeper into the customer’s psyche, to understand their needs and fears, and to build a relationship that goes beyond the transactional.

By mastering this art, you transform from a mere seller to a trusted advisor, a guide who helps the customer navigate through their doubts towards making a decision that benefits them in the long run.

How to discuss price in the sales process

Discussing price, especially when facing the “your price is too high” objection, is critical to the sales strategy.

It’s about balancing the sticker price with the perceived value, ensuring the customer sees the long-term value and real benefits.

Sales reps should be prepared with a price objection handling script that empathizes with the customer’s budget concerns while emphasizing the product’s unique features.

Effective communication is key throughout the sales process, especially after initial discussions about price. Consistent follow-up through email sequences can keep the conversation going, gently nudging your prospects towards a decision.

Leveraging a tool like Salesmate’s Email Sequence can automate this process, ensuring timely and relevant communication with your prospects.

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Strategies for effective communication about price too high

Strategies for effective communication about price too high

Set the stage with transparency

Begin the conversation with honesty and clarity. Be upfront about your pricing, avoiding any hidden surprises that could erode trust. This transparency sets a positive tone for the discussion. 

Anchor the price with benefits

When you mention the price, immediately anchor it to the benefits. “Our service may cost X, but here’s the value you’ll receive…” This technique shifts the focus from the expense to the return on investment. 

Customize the conversation

Tailor your discussion to the prospect’s specific needs and pain points. Show them how your product or service is a purchase and a solution to their unique challenges.

Use comparative framing

If applicable, compare your pricing with higher-priced alternatives, highlighting what your prospect would miss if they chose a cheaper, less effective option. This comparative framing can make your price seem more reasonable and justified. 

Practice active listening

Pay close attention to the prospect’s responses and concerns. Active listening helps you understand their perspective and respond more effectively.

Balancing the conversation between value and cost

The true skill in discussing price lies in your ability to maintain a delicate equilibrium between the cost of your product and the value it provides. This balance is about justifying the price and painting a picture where the value overshadows the cost.

Highlight long-term benefits

Emphasize how your product or service provides long-term value, potentially saving money or generating revenue over time. This perspective helps the prospect see the price as an investment rather than a cost. 

Use storytelling

Share success stories of how your product has helped others. Stories create emotional connections and make the value more tangible and relatable. 

Address objections head-on

When price objections arise, don’t shy away. Address them directly, but always pivot back to the value. Each objection is an opportunity to reinforce how your product’s benefits outweigh its cost. 

Consult, don’t sell

Position yourself as a consultant rather than a salesperson. Offer advice and solutions, not just a product. This approach builds trust and positions the price as a part of a valuable partnership.

In conclusion, discussing price is not just about quoting numbers; it’s a nuanced dance of communication, where you lead your prospect through a narrative of value, making the price a secondary consideration to the benefits they will reap. Master this, and you turn the daunting task of discussing price into an opportunity to solidify the value of your offering.

When to discuss price: Navigating common sales objections

Timing is crucial in addressing price objections. The sales process should ideally flow from establishing value to discussing price, ensuring that the customer understands the value proposition.

Addressing the “price is too high” objection too early or late in the conversation can impact the deal’s outcome.

Identifying optimal moment in the sales process for price discussion

Optimal Moment in the Sales Process for Price Discussion

After establishing value

The ideal time to bring up price is after successfully communicating the value of your product or service. Once the prospect understands how your offering can solve or improve their problems, the price becomes a logical next step in the discussion.

Post-needs assessment

A thorough needs assessment allows you to tailor your value proposition directly to the prospect’s specific challenges and goals. Discussing price after this assessment ensures that the conversation is contextual and relevant. 

When trust is established

Price should be discussed once a level of trust has been built. If the prospect sees you as an advisor rather than just a salesperson, they are more likely to be receptive to the pricing conversation. 

Avoiding the eleventh hour

Remember to leave the price discussion for the very end. This can lead to surprises that might derail the deal. Introduce it when there’s still room for dialogue and negotiation.

Once you’ve identified the right moment in the sales process, the next step is to schedule a meeting to discuss details and finalize the deal.

Efficient scheduling is key to maintaining momentum and showing respect for your prospect’s time.

A reliable meeting scheduler streamlines this process, allowing for quick and easy appointment setting that aligns with both parties’ schedules.”

Schedule Smarter, Not Harder!

Schedule Smarter, Not Harder!

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Recognizing signs that a prospect is ready to talk about price

Identifying the right moment to discuss pricing is crucial in the sales journey; here’s how to recognize when a prospect is primed for this pivotal conversation.

Direct Inquiries

If a prospect directly asks about the price, it’s a clear sign that they’re considering a purchase and are ready for that part of the conversation. 

Discussing budgets

When a prospect starts discussing their budget or financial constraints, it’s an opportune moment to transition into the pricing discussion. 

Comparing options

If the prospect begins to compare your offering with others in the market, it indicates they are in a decision-making phase. This is a good time to discuss how your pricing aligns with the value you offer. 

Seeking clarification on offerings

When a prospect asks for more details about specific features or services, they gauge what they’ll get for their money. This curiosity is a gateway to introduce and justify your pricing.

In essence, timing the price discussion is about syncing with the prospect’s buying journey. It’s about being attuned to their signals and introducing price as a natural part of the evolving conversation.

By mastering this timing, you ensure that the price discussion enhances, rather than disrupts, the path to closing the deal.

Responding to “your price is too high”: Overcoming price objections with confidence

When faced with “your price is too high” response over the call, sales professionals must be ready with effective tactics.

These can range from empathizing with the prospect’s budget issue to showcasing the added value and long-term benefits. Overcoming price objections is about shifting the focus from cost to value.

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Response 1: Empathize and redirect to value

Example: “I understand your concern about the cost. Let’s consider our product’s unique benefits, like [specific feature], which provides long-term value.”

Response 2: Clarify the price-value correlation

Example: “The price reflects the high quality and benefits you’ll receive, such as [specific benefit], ensuring superior performance.” 

Response 3: Offer a comparative analysis 

Example: “Compared to other options, our product includes additional features like [X and Y], offering more value for your investment.” 

Response 4: Discuss Return on Investment (ROI)

Example: “Investing in our product leads to savings and gains over time, such as [specific example], making the initial cost worthwhile.”

Response 5: Share success stories  

Example: “One of our clients had similar concerns but found that the benefits, like [specific outcomes], greatly outweighed the initial price.” 

Response 6: Highlight quality and durability

Example: “Our product’s price reflects its exceptional quality and durability, ensuring that you won’t need a replacement for years.”

Response 7: Tailor to their needs

Example: “Considering your specific needs, like [X], our product’s features directly address these, making it a cost-effective solution in the long run.” 

Response 8: Stress on after-sales service  

Example: “Our price includes comprehensive after-sales service and support, which means you’re investing in not just a product but ongoing care.” 

Response 9: Point out hidden costs of cheaper options

Example: “While some alternatives might be cheaper upfront, they often have hidden costs like [maintenance], which our product avoids.” 

Response 10: Discuss customization options  

Example: “Our product might be higher priced, but it comes with customization options that precisely meet your unique requirements.” 

Response 11: Emphasize exclusivity  

Example: “Our product stands out in the market due to its unique features like [X], which justifies the premium price.”

Response 12: Showcase innovation  

Example: “The pricing reflects the innovative technology and research that went into our product, offering you cutting-edge solutions.” 

Response 13: Highlight eco-friendliness 

Example: “Our product’s price includes the benefit of being eco-friendly, reducing your carbon footprint and offering long-term environmental savings.” 

Response 14: Stress on safety features  

Example: “The premium cost is due to advanced safety features, ensuring unparalleled protection for your team and assets.” 

Response 15: Mention scalability

Example: “Our product is designed to grow with your business, making it a scalable solution that justifies the initial investment.” 

Response 16: Talk about market leadership

Example: “You’re not just buying a product; you’re investing in a solution from a market leader known for quality and reliability.” 

Response 17: Discuss comprehensive solutions

Example: “Our product offers a comprehensive solution to your problems, eliminating the need for multiple tools and reducing overall costs.” 

Response 18: Emphasize time savings

Example: “The price is offset by our product’s significant time savings, increasing your team’s efficiency and productivity.”

Response 19: Highlight ease of use

Example: “Our user-friendly design reduces training time and costs, making the investment in our product more valuable.” 

Response 20: Stress on customer support

Example: “Our pricing includes access to dedicated customer support, ensuring you get the most out of your investment.” 

Response 21: Point out longevity

Example: “Our product’s longevity means fewer replacements and repairs, translating to cost savings in the long run.” 

Response 22: Discuss brand reputation

Example: “Investing in our product also means investing in a brand with a reputation for excellence and reliability.” 

Response 23: Highlight custom solutions

Example: “Our pricing reflects the custom solutions we provide, tailored specifically to your business’s unique challenges.” 

Response 24: Talk about comprehensive training  

Example: “The cost includes comprehensive training for your team, ensuring you maximize the product’s potential and ROI.” 

Response 25: Stress on future-proofing

Example: “Our product is future-proof, meaning it will continue to meet your evolving needs without requiring frequent upgrades.” 

Each of these responses is a strategic tool in your arsenal, designed to shift the focus from price to the unparalleled value your product or service offers. By mastering these responses, you turn the conversation into an opportunity to deepen the prospect’s understanding and appreciation of your offering.

Using smart questions to navigate price objections

Smart questioning is a powerful tool in handling price objections. By asking about specific concerns related to pricing, sales reps can uncover underlying issues, whether it’s a budget constraint, sticker shock, or a need for more information about the product’s value.

Uncover the real issue

Start with questions like, “Can you help me understand what specifically about the price concerns you?” This opens the door to the prospect’s true reservations. 

Explore the value perception

Ask, “What value do you feel our product should offer at this price point?” This helps you gauge their expectations and tailor your response accordingly. 

Assess budget constraints

Inquire, “Is the budget the primary constraint, or are there other factors influencing your decision?” This question separates budget issues from other potential objections. 

Encourage comparative analysis

Use questions like, “How do you compare our product’s value with our competitors?” This encourages the prospect to think about your product in the market context.

Facilitate a future-focused discussion

Ask, “How do you see our product impacting your business in the long term?” This shifts the focus from immediate cost to long-term benefits.

Leveraging customer testimonials and case studies in overcoming pricing objections

Customer testimonials and case studies can be invaluable in overcoming pricing objections. Sharing stories of how other customers found value in your product or service can address similar concerns and demonstrate real-world effectiveness.  

Choose relatable stories

Select testimonials and case studies that resonate with the prospect’s industry, size, or challenges. This creates a connection and builds credibility. 

Highlight specific benefits

Use stories that emphasize the benefits that align with the prospect’s needs. This demonstrates how your product provides solutions. 

Showcase diverse scenarios

Include various case studies covering different use cases and outcomes. This broadens the appeal of your product.

Use quantifiable results

Include specific metrics or ROI figures in your case studies whenever possible. Numbers speak louder than words.

Differentiating from competitors: A key to handling price objections

In addressing the “price is too high” objection, it’s crucial to differentiate your offering from competitors. This could involve highlighting unique features, discussing your business model, or explaining how your solution can save money and time in the long run.

Highlight unique features

Emphasize any features or services that are exclusive to your product. This sets you apart from the competition. 

Stress on quality and reliability

If your product is known for its durability and performance, make this a focal point in your conversation. 

Talk about customization and flexibility

If your product offers more customization or flexibility than competitors, highlight this advantage. 

Mention awards and recognitions

Any industry awards or recognitions can bolster your product’s reputation and desirability.  

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Conclusion: Mastering the art of handling price objections

Handling price objections, particularly when prospects feel the price is too high, is a skill that pays dividends in the sales process.

Sales teams need to focus on the bigger picture – understanding customer concerns, emphasizing the product or service’s value, and tailoring the conversation to address specific objections.

With the right approach and sales strategies revealed by sales experts, every pricing objection can be an opportunity to showcase the real value of your offering.

Frequently asked questions

How do you say the price is too high?

In the context of sales, when a prospect says “the price is too high,” it often reflects their perception of the product’s value not aligning with the cost. It’s important for the salesperson to empathetically understand and address the prospect’s concerns, focusing on the product’s unique value and benefits.

What does ‘the price is too high’ mean?

The phrase “the price is too high” typically means that the customer perceives the cost of the product or service as exceeding its perceived value. This perception can be influenced by budget constraints, comparisons with competitors, or doubts about the product’s fit for their needs. 

What happens when prices are too high?

When prices are perceived as too high, it can lead to sales objections, hesitation in purchasing decisions, and potentially losing the prospect to competitors. It can also indicate a misalignment between the product’s value proposition and the customer’s expectations or budget. 

How do you respond to price objections? 

To respond to price objections, sales professionals should: 

  • Empathize with the customer’s concerns. 
  • Redirect the focus from cost to the unique value and benefits of the product. 
  • Use comparative analysis to justify the price. 
  • Discuss the long-term return on investment (ROI) and savings. 
  • Share success stories or case studies of satisfied customers. 
  • Address objections head-on while emphasizing the product’s quality, durability, and exclusive features. 
  • Offer tailored solutions to meet the prospect’s specific needs. 


Mehul Shah, a digital marketer with an uncommon funny bone and a knack for perfection. Mehul has been writing about how Salesmate CRM helps small and medium business, for a long time now! He is a digital marketer and a geek in the Inbound marketing, who likes to spend most of his time researching ways technology is influencing your daily life (positively).

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