Handling "Too Expensive" Objections
Price objections are inevitable. Here's how to respond without discounting your way to a bad deal.
The scenario
After sending your proposal, the prospect replies: "Thanks for this. The pricing is higher than we expected. We're also talking to [Competitor] who came in lower."
Input
Situation: Price objection, competitor mentioned
Context: Sent proposal, they say it's too expensive and competitor is cheaper
Tone: Confident but not arrogant
Urgency: High—don't want to lose the deal
Generated reply
Subject: Re: Proposal
Hi [Name],
Thanks for the honest feedback—I appreciate you being direct.
I won't pretend we're the cheapest option. But I'd ask one question: when you compare us to [Competitor], are you comparing like-for-like?
Here's what I mean: our pricing includes [key differentiator 1], [key differentiator 2], and [key differentiator 3]. Many clients who initially chose cheaper alternatives came back after 6–12 months because the hidden costs (implementation, support, missing features) added up.
I'm not saying [Competitor] is wrong for you—but I want to make sure you're making an apples-to-apples comparison.
Would a quick 15-minute call help clarify the differences? I'm free [suggest 2 times].
Best,
[Your name]
Why it works
This response doesn't defend the price or offer discounts. Instead, it reframes the conversation around value and total cost of ownership. The "came back after 6-12 months" line plants a seed about competitor risks.
Key takeaways
- 1Don't immediately offer discounts
- 2Ask about apples-to-apples comparison
- 3Highlight differentiators, not features
- 4Mention risk of choosing cheaper alternatives
- 5Offer a call to discuss, not just email back-and-forth
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