"It is too expensive" is rarely the end of the conversation. It is usually a question in disguise: is this worth it, can I afford it, or can I get it cheaper elsewhere?
Do not answer straight away
The worst response is to drop the price at once. It tells the customer your first price was not real. Instead, find out what the objection actually means.
"That is fair to ask about. Can I ask what you are comparing it to?"
The answer usually falls into one of three kinds.
1. "It is more than I expected"
The customer does not yet see the value. Go back to the problem and its cost.
"You mentioned you lose about ten bookings a month after hours. If the new booking page recovers even half of those, it pays for itself in about two months."
This only works if you learned the cost of the problem earlier. That is why a good discovery call matters.
2. "I cannot afford it right now"
The value is clear, but the budget is not there. Change the shape of the deal, not the rate.
- Offer a smaller first phase.
- Remove parts they can do themselves.
- Split the payment into instalments.
- Agree to start later, when the budget is there.
Each of these keeps your price honest and still gives a yes.
3. "Someone else is cheaper"
Do not attack the competitor. Ask what is included in their price, and explain the difference plainly.
"That makes sense to check. Our price includes the booking setup, training for your team and two weeks of support after launch. If their quote covers the same, they may well be a better fit. If not, it is worth comparing what you get for each."
Sometimes the cheaper option is right for them. Saying so honestly makes you more trustworthy, not less.
What not to say
- I can do it for less
- That's just what it costs
- You get what you pay for
- Let me see what I can do on price
"Let me see what I can do on price" tells them the first price was a starting bid.
Prevent objections before they happen
- Understand the problem first. Never give a price before you know what the problem costs them.
- Show the price with the value. Put them side by side in your proposal or quote.
- Set your price with care. Confidence in your number comes from knowing how you got there. See how to price your services.
When the answer is still no
Thank them, and leave the door open. "If the timing changes, I would be glad to talk again." Ask if you can check in in a few months, and then do. Budgets change, and the person who handled the no gracefully is the one they call.