The trap. Buyer says "it's too expensive" → rep immediately offers a discount. Now you've cut margin AND you still don't have a yes, because price wasn't actually the only issue.
The isolation play. Before you move on price, confirm price is the only remaining objection.
The script.
"Totally understand. Let me ask — if we could find a way to make the investment work, is there anything ELSE that would stop you from moving forward today? Anything at all?"
Now they either:
- Reveal another objection ("well, I'd also need to check with my partner") — great, now you handle that one. Discounting wouldn't have closed it.
- Confirm it's only price — now you have a conditional close in your pocket. "OK — if I can get to $X, do we have a deal?" Yes = deal. No = price wasn't really the issue.
Why it works. Price objections are the most common smokescreen for other concerns: timing, authority, trust, fit. Discounting before isolating wastes your only real lever and signals weakness.
The discipline. Never. Move. On. Price. First. Always isolate, then trade (never split).