Client Says: "It's Too Expensive"
Meet Janus. He is not a liar. But he is two-faced…
As a business owner trying to make more sales, one of the most common objections you'll hear from prospects is "it's too expensive." How you respond in that moment can make or break the deal.
Instead of immediately offering a discount or trying too hard to convince them, take a step back. Avoid getting defensive or pushing them harder on the pain points. That will only make them distrust you more.
What the prospect really needs in that moment is for you to listen deeply and build trust. Ask curious questions to understand their perspective. Show genuine interest in their unique situation. Remain open and vulnerable, rather than closed off and salesy. Be the confidant they need, not the pushy salesperson.
GUIDE SAFELY INTO HARBOR
Your goal should be helping them make the best decision for their needs, not just closing the sale. Be patient and let them arrive at the realization of the value you provide. Guide them there through thoughtful listening and building rapport, like a pilot safely guiding the ship into harbor.
Midwife the deal by creating a safe space for the prospect to open up and voice concerns. Then they will feel comfortable moving forward when the time is right.
BE THE SUPERGUIDE
The romans had Janus as their superguide. Often depicted with two faces, he is misinterpreted as being a liar. But he is the superguide through hard transitions. We say “January” to the calendar transition, since then.
HOW DID THE KING FIND HIS VOICE?
Did you see “The King’s speech”… Of course you did. How did the king find his voice? By having a guide, a coach who is good at listening. In a safe room. It felt confronting at times, not always comfortable, but always safe.
Think of yourself as their doula, helping them through a difficult but beautiful transition.
If you focus on truly understanding their needs first, the pricing objections will melt away faster than ice cream on a hot summer day. Rush the sale at your own peril.
For step-by-step guidance on exactly how to respond when prospects say "it's too expensive," be sure to watch this training video that will have you jumping for joy:
By mastering objections like these, you'll be able to convert more prospects into satisfied, lifelong customers faster than a cheetah chasing a gazelle. Their purchases will release dopamine and you'll both win.
Win-Win.
Simon