How to handle: "Your competitor is way cheaper."
They're shopping price because no one has shown them what they're actually buying.
What they're really saying
They're shopping price because no one has shown them what they're actually buying.
Common variants you'll hear
- "I got a quote for half this"
- "The other guys are doing it for less"
- "Why are you so much more?"
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.
"Yeah those guys are cheap because they cut corners. I can probably get my manager to come down a bit."
Why it works: Trashes the competition and panics into a discount.
"Totally fair to compare — that's smart. Just so we're comparing apples to apples, can I see what's included in their quote? Because in this space the price differences usually come down to three things, and I want to make sure you're not surprised later."
Why it works: Acknowledges the gap, then makes them define what 'the same' actually means.
"I get it, and honestly if everything was identical I'd take the cheaper one too. But here's what I've seen in 100% of the cases where someone went with the lowest bid — they paid twice. Once for the cheap version, and again for us six months later to fix it. So really the question isn't 'who's cheapest today,' it's 'who do I want to pay only once.' Want me to show you the three things that always go wrong with the bargain version so you can decide with your eyes open?"
Why it works: Reframes price as risk and makes them feel the cost of a redo.
Follow-up questions
- What's actually included in their quote?
- If both options cost the same, who would you go with — and why?
- What's the cost to you if you have to redo this in 6 months?
Bridge back to the close
"Let's not make this about price — let's make it about which version of this actually solves the problem the first time. Want me to walk you through what's different?"
Other "Too expensive" objections
"It's too expensive."
They don't see enough value yet — or they're scared of the commitment.
"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.
Read next
More on handling too expensive like a pro.
- PricingObjection Handling7 min read
How to Handle Price Objections Without Discounting
Every time you discount, you teach the buyer your price isn't real. Here's the alternative.
Read article - Objection HandlingClosing9 min read
"It's Too Expensive": 12 Rebuttals That Actually Hold Price
Price objections aren't really about price. Here are 12 rebuttals that hold the number, defuse the pushback, and get the deal across the line.
Read article - Objection HandlingHoliday Lighting7 min read
Top 5 Permanent Holiday Lighting Objections (And How to Flip Them)
Permanent holiday lighting installs are 80% the same five objections. If you have a clean answer for each, your close rate jumps overnight.
Read article - Objection HandlingPricing9 min read
How to Handle the Price Objection (Without Discounting)
The price objection isn't about price. Here's how to handle it without dropping a single dollar.
Read article