How to handle: "It's too expensive."
They don't see enough value yet — or they're scared of the commitment.
What they're really saying
They don't see enough value yet — or they're scared of the commitment.
Common variants you'll hear
- "I can't afford that"
- "That's out of my budget"
- "Way more than I expected"
Three rebuttals — weak, strong, and elite
Same objection, three skill levels. Read all three, then drill the elite version until it falls out of your mouth.
"I understand, it is an investment. Is there any way we could maybe work something out on the price?"
Why it works: Defensive. Apologizes for the price and signals weakness.
"Totally fair. Just so I understand — is it that the price feels high overall, or that the timing of the spend is the issue? Because those are two very different conversations."
Why it works: Acknowledges, isolates, then re-anchors on value vs. cost of inaction.
"I hear you. Let me ask you something — if money wasn't the issue at all, would you move forward today? … Okay, so it's not that you don't want it — it's how to justify it. Here's what I've seen: people who pass on this usually pay the same amount over the next 12 months in [problem they came in with], they just don't notice it because it bleeds out slowly. We can fix it once, today, or you can pay it again next year. Which one feels worse to you?"
Why it works: Reframes from price to cost of staying the same. Forces them to compare two pains, not just feel one.
Follow-up questions
- If price wasn't a factor, would you move forward today?
- What number were you expecting it to be?
- What's the cost to you if nothing changes in the next 6 months?
Bridge back to the close
"So based on what you just said, the smart move is to lock this in today and stop the bleed. Want me to use the same card you booked the call with?"
Other "Too expensive" objections
"Your competitor is way cheaper."
They're shopping price because no one has shown them what they're actually buying.
"I just don't have the money right now."
Could be real, could be a soft no. Either way — find financing or find the truth.
"Can you do better on the price?"
Negotiating is a buying signal — but cave once and you'll cave forever.
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