How to Respond to "It's Too Expensive" (7 Answers)
In short
- "Too expensive" can mean: more than expected, more than a competitor, more than the budget, or more than the value they see.
- Your first move is a question that finds out which one, never a discount.
- Price objections are often a sign that the cost of the problem was never established.
- If you do change the price, change the scope with it, so your first number stays real.
When a prospect says "it's too expensive", do not defend the price and do not discount: ask what they are comparing it with. The sentence has several meanings, and the right answer depends on which one is in front of you.
What "too expensive" can mean
| Meaning | How it sounds | What helps |
|---|
| More than I expected | "Oh. I thought it would be about half that." | Understand the expectation and where it came from |
| More than a competitor | "The other quote was lower." | Compare what is included, not just the totals |
| More than the budget | "We only have so much this year." | Scope, phasing or timing |
| More than it is worth to me | "I am not sure we would get that back." | Go back to the cost of the problem |
| A negotiating move | "You will need to sharpen your pencil." | Hold steady, trade rather than give |
Seven responses
1. The clarifying question
"That is fair, and I would rather you say it now. Compared with what?" Use this first, every time.
2. Isolate it
"If the price were not an issue, is this what you would choose?" If the answer is no, price is not the real objection.
3. Return to the cost of the problem
"Earlier you said this costs your team about a day a week. Over a year, what does that add up to?" Let them do the sum.
4. Compare like with like
"Can we put the two quotes side by side? I want to make sure they cover the same things." Often they do not.
5. Change the scope, not the price
"We can get to that figure by starting with one team and leaving out the second phase. Would that work?" The number moves because the offer moved.
6. Trade
"I can look at the price if we can agree a longer term or a start date this month." A concession that costs the buyer nothing teaches them to ask again.
7. Accept it
"It sounds as though this is not the right fit at the moment, and that is fine." Said calmly, this either ends a deal that was never there or brings out the real concern.
Why discounting first costs the most
- It tells the buyer your first number was not real.
- It answers a question they may not have been asking.
- It sets the price for every renewal and referral that follows.
Prevent it earlier in the call
Most price objections are made twenty minutes before they are spoken, when the price came up before the problem had a cost attached. Two habits prevent most of them: ask at least one consequence question in discovery (see SPIN selling questions), and when asked the price early, give a range and ask a question back rather than refusing to answer.
For the wider method, see how to handle sales objections, and for what happens after the objection, sales negotiation and discount requests.
Crack Sales flags it live when price is raised before pain has been established or when value has not been anchored, and suggests an answer to the price objection from your own playbook. It is free to use and starts after a 15-minute intro call: book a demo.
Frequently asked questions
What do you say when a customer says it's too expensive?
Start with a question: "Compared with what?" or "What were you expecting?" The answer shows whether the issue is expectation, a competitor, budget or value, and each needs a different response.
Should you offer a discount when a prospect objects to price?
Not as a first move. If the price must change, change the scope or get something in return, such as a longer term. An unearned discount tells the buyer the original price was not real.
Why do price objections happen?
Most often because price was discussed before the buyer felt the cost of the problem. With nothing to weigh the number against, any number looks high.
Try it on your own calls
Crack Sales is free to use on your own sales calls, and it starts after a 15-minute intro call. Book a demo.
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