The Secret to Turning “It’s Too Expensive” Into “Take My Money!”

Why Price Objections Matter

If you don’t truly believe in your product or service, you are setting yourself up for failure. Many salespeople and entrepreneurs struggle with price objections because, deep down, they doubt their own pricing. When potential buyers say, “The price is too high,” what are they really saying? They’re questioning the value of your product.

The real challenge isn’t just about handling price objections—it’s about shifting your mindset. If you lack confidence in your offer, your customers will sense it. Price objections stem from a value objection. If a customer believes that your product or service is worth more than what they’re paying, they won’t hesitate to buy.

What Causes Price Objections?

There are three common objections that all boil down to the same issue:

  1. “I can’t afford it.”
  2. “Why does it cost so much?”
  3. “The price is too high.”

At their core, these objections are asking the same question: “Is this valuable enough for me to invest in?” Buyers convert price into value. If they don’t see the worth, they won’t buy. Many salespeople struggle here because they themselves don’t fully believe in the value of what they’re selling.

If you feel nervous about charging a high price, that hesitation translates to your potential customer. You might subconsciously project thoughts like, “I know the price is too high,” which makes it easy for the buyer to walk away. Before handling objections, you must first eliminate your own internal resistance.

How to Overcome Price Objections

  1. Shift Your Mindset
    • Write down 10 reasons why your product or service is worth 10 times what you’re charging.
    • If you charge $10,000, ask yourself why your service is worth $100,000.
    • This exercise will help you internalize the value you bring to customers.
  2. Use Strategic Responses to Common Price Objections
    • “Price is too high.” → “If this helps you make $25,000 in the next three months, is it still expensive?”
    • “Why does it cost so much?” → “That’s exactly why you need it. If you’ve tried cheaper solutions before and they didn’t work, it’s time for the real deal.”
    • “I can’t afford it.” → “If it doubled your income in a year, would you still feel the same way?”
  3. Reframe the Cost
    • Highlight the cost of inaction. Buying a cheap solution could end up costing more in the long run.
    • Example: “You could spend $3,000 on a cheaper service three times and still not get results. Or, you could invest $5,000 in my service and solve your problem permanently.”
  4. Offer a Comparison
    • Ask, “If this were 1/10th of the price, would you even trust that it’s valuable?”
    • Low prices often signal low quality. Make buyers understand that paying for value is an investment, not an expense.

What If They Still Say No?

If someone still hesitates after you’ve positioned the value correctly, use this closing question:

“If this product or service did [insert benefit], would it be worth it to you?”

For example:

  • “If this coaching helps you generate $100,000 in the next 12 months, would it be worth the $5,000 investment?”
  • “If this software saves you 10 hours per week, is it worth the price?”

This forces the prospect to consider the benefits rather than just the cost.

Summary: Step Up and Own Your Value

Price objections are value objections. The key to overcoming them is confidence—not just in your product, but in yourself. When you believe in the value of what you’re selling, you’ll find it easier to close deals.

  • First, change your mindset. Know that your product is worth the price you’re charging.
  • Second, practice strategic responses. Show prospects that investing in your offer is the smarter choice.
  • Finally, reframe the cost. Help buyers see the true value of your product or service.

If you handle price objections with certainty and conviction, you’ll not only close more sales—you’ll create loyal customers who trust in the value you provide.

Click here to watch the video: https://www.youtube.com/watch?v=B6ylc1ezVIY

Thoughtful Quotes:

  • A Perfectionist is chasing an illusion it doesn't exist in business

    quote image

    Ruble Chandy

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