When they say it costs too much.
WHAT IT USUALLY MEANS
Not that they cannot afford it.
WHAT IT ACTUALLY MEANS, MOST OFTEN
They are not convinced it is worth it They have a cheaper alternative They are testing They genuinely lack budget
WHAT TO DO FIRST
Establish which.
HOW
Ask: compared with what, or what were you expecting.
WHY THAT QUESTION
The answer distinguishes the four cases.
WHAT TO DO IF IT IS A VALUE PROBLEM
Return to the cost of their problem.
WHAT TO ASK
What it is costing them now, in their terms.
WHAT TO DO IF THEY HAVE A CHEAPER ALTERNATIVE
Establish what it does and does not include.
WHAT TO AVOID
Criticising the competitor Matching the price reflexively
WHAT TO DO IF BUDGET IS GENUINELY LIMITED
Reduce scope, not price.
WHY
Reducing price teaches that your price is arbitrary.
WHAT REDUCING SCOPE LOOKS LIKE
Fewer features, a smaller starting commitment, a phased approach.
WHAT TO DO IF THEY ARE TESTING
Hold the price, calmly.
WHAT HOLDING SOUNDS LIKE
Restating the price and what it includes, without defensiveness.
WHAT TO NEVER DO
Discount immediately when asked.
WHY
Every future negotiation begins from that discount.
WHAT TO ACCEPT
That some buyers are not your buyers.
