When customers say it is too expensive.
WHAT IT USUALLY MEANS
Not that they cannot afford it.
That they do not yet see why it costs that.
WHAT TO DO FIRST
Ask what they are comparing it to.
That reveals whether they are comparing like with like.
Frequently they are not.
WHAT TO EXPLAIN
What is included What they get that a cheaper option does not What happens if the cheaper option fails
WHAT NOT TO DO
Immediately discount.
That confirms the price was inflated and invites further negotiation.
WHAT TO OFFER INSTEAD
A smaller scope at a lower price Staged delivery A payment arrangement
Reduce what they get, not what you charge for it.
WHEN TO WALK AWAY
When the price they want is below your cost.
Work at a loss is worse than no work.
WHAT TO SAY
That you understand, that your price reflects what is involved, and that you are available if their position changes.
WHAT TO LEARN
Whether the objection is common. If so, your explanation needs work.
