Free resource · Price
“It's too expensive.” Don't defend the price.
The moment you defend your price, you're in an argument. These 4 steps let the prospect compare the price to the cost of staying where they are, in their own words.
The one rule: never argue value.
If you explain why it's worth it, they defend why it isn't. Ask, and let them do the math.
- Step 1
Agree
“Fair. It's a real investment.”
- Why it works
- You don't fight the objection. Nothing to defend, so their guard drops.
- Step 2
Ask the comparison
“Too expensive compared to what?”
- Why it works
- “Expensive” only exists next to something. Make them name it.
- Listen for
- Doing it alone, a cheaper option, or doing nothing. Each one is a different conversation.
- Step 3
Price the alternative
“And how long have you been doing it on your own? Where has that gotten you?”
- Why it works
- Now they put a number on the status quo: months, lost deals, lost income.
- Listen for
- Time and money already lost. Repeat it back in their words.
- Step 4
Let them decide
“So it's [price] to fix it, or another [time] of [their words]. Which one is more expensive?”
- Why it works
- You don't push. You hold up both sides and let them choose. If it's truly not affordable, you find out honestly, and that's fine too.
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