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And then they raise a price objection

And then they raise a price objection

By Bruce King | 09 June 2022

So - it's going to happen to everyone in sales. Your prospect is either trying to do a deal or fob you off.

So - it's going to happen to everyone in sales. Your prospect is either trying to do a deal or fob you off. They will say things like “that's a bit steep”, “wow, that's an arm and a leg” or “you're a bit pricey”. They won't finish there, next they will hit you with “that's going to break the bank”, “it's daylight robbery” or “you're asking me to pay top dollar”.

So - we have ourselves a price objection - let's not freak out. What can we do?

The best approach is to defend our price and take back control. Here's what to say.

“Oh, we thought that was fair, what were you expecting?”


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The logic behind this killer statement & question is really clever. By taking a position suggesting we were “fair” it subtly suggests the other party may be being unfair. It can weaken their resolve. It also helps to validate your price.

By asking “what were they expecting” you take control back - it's their next move - you often draw out what they are thinking. Something close to your offer indicates they want to do a deal and are looking to bargain.

A ridiculous suggestion or counter offer may be an indication they are not buying or they would prefer to buy elsewhere. That's going to hurt but at least you have flushed them out.

So the response is great “we thought that was fair, what were you expecting”.

Also your tone when delivering it is important. Don't be strong or aggressive; sound shocked & conciliatory.


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