Picture this first, you’ve just finished a detailed presentation to a potential B2B client, showcasing the full suite of services your company offers. You’ve covered all the bases—features, benefits, ROI projections, and more. And then, it happens. The client leans back and says, “Your services are too expensive.” It feels like a gut punch, doesn’t it?
It’s a bit like being “friend-zoned” by your love interest—it stings, it’s frustrating, and you might just want to walk away and never look back. In fact, my advice ten years ago would have been exactly that: walk away, move on, there are plenty of fish in the sea. Throw in a “their loss, not mine” for good measure. But with a decade’s worth of experience in sales, marketing, generating leads, and relationship-building under my belt, I’ve learned that it’s rarely that simple. Years of trial and error have taught me that those seemingly brutal words are not the end of the conversation—they’re just the beginning of an opportunity to showcase your value. So in this blog, let’s dive into what I’ve learned and how you can turn this situation around.
Tip No. 1 Understand Before You React
Before you leap to defense mode, take a moment to understand where the client is coming from. They might be dealing with budget constraints, comparing your offer to cheaper alternatives, or simply not fully appreciating the value you provide.
Empathy and inquiry:
Start by asking questions to get a clearer picture of their needs and the real reasons behind the price objection.
- Is it a budget issue?
- Are they comparing your solution with a competitor’s cheaper offering?
- Are there internal pressures to reduce costs?
Show that you’re genuinely interested in helping them find a solution, not just making a sale.
For example:
Once you have a clearer understanding of your client’s perspective, you can effectively highlight the value your solution brings.
Learn the 7 things to say to prospects when considering other options.
Tip No. 2 Highlight the Value, Not Just the Price
In B2B transactions, the focus should be on the long-term value and ROI rather than the upfront cost. So, when faced with the “too expensive” objection, it’s easy to get defensive and start justifying your costs.
But instead of focusing on the price, you should shift the conversation to the value you offer. Explain how your product or service addresses their pain points and brings unique benefits they won’t find elsewhere.
For example:
To further clarify your value proposition, it’s also helpful to break down the costs and offer transparency.
Find out how to have a better sales conversion by using these 3 levels of pain points.
Tip No. 3 Break Down the Costs and Offer Transparency
Transparency in your pricing model can build trust and clarify the value. You see, B2B clients often perceive a service as expensive because they don’t understand what goes into the pricing. Break down the cost structure and explain the elements that contribute to the price.
For example:
However, in some cases, the best response to a price objection is to not engage in a lengthy justification.
You might find it best to just ignore it
Yes, exactly what I would have said 10 years ago. But why? Because whether you like it or not, there are really times when you don’t have to defend yourself, or in this case, your price. When you’re in a position where you’re filled to the brim with other clients (who don’t complain), it’s better to use your energy on them than waste it engaging with people like this.
In this case, just thank the client for considering your company and tell them you were glad to have helped them. Never apologize for your price and stay connected with these prospects. We’ll never know when they change their minds and vacate your company. Don’t stop nurturing them and keep them interested always. Send them some digital downloads like your case studies or white papers. That’ll make him/her think twice.
If ignoring the objection isn’t an option, offering customization and flexibility can be a compelling strategy.
Related: Understanding B2B Lead Generation Pricing
Tip No. 4 Offer Flexible Solutions
You see, B2B clients often have diverse needs and varying budgets. So, if budget is a genuine concern, consider offering flexible payment plans or alternative options that provide value while fitting their budget. This shows you’re willing to work with them and helps build trust.
For example:
On the other hand, there are times when acknowledging the price concern and standing by your pricing can be powerful. At this point, you might also consider admitting it while sounding proud.
Tip No. 5 Admit It and Sound Proud
Say;
Then proceed to explain in detail the kind of software or technology behind the product or service, the amount of work or the extraordinary skills required to come up with your special kind of product, or the amount of time it took to develop the product.
Some clients will be enlightened, some will even be ashamed of themselves, while others will not budge. But you’ve sent the message – you get what you pay for.
At times, it’s beneficial to shift the focus back to the client with a strategic question.
Learn the 5 qualifying questions to ask your prospects.
Respond by saying, “What makes you say that?”
This brilliant counter-move should put the assertive-bordering-on-aggressive client on the retreat. Follow up by saying, “Expensive compared to what?”
Make sure your tone is genuine, curious, and not aggressive. The last thing you want to do is alienate the client or create an air of animosity. Trying to put things in perspective will give the client an opportunity to justify himself, and you, the opportunity to know whether the client knows what he’s talking about.
Why is this important? Because this is the phase where you decide whether to pursue the client or not, and it depends on the client’s answers.
If the client honestly doesn’t know the cost you have a chance to explain why the price they’re paying you is worth the investment. If it’s $5000, compare it to something of a similar value but with less or without ROI, like buying a big bike or a used car, both of which depreciate over time. Your product, meanwhile, alleviates a pain point and has a huge potential to have a high ROI.
If the client has done his research, asked around, and happened to compare you with a cheaper company, then you have another opportunity to emphasize your value. Explain why your rates are higher – you shouldn’t have trouble doing that. And don’t forget to remind the client why he called you even when he’d been quoted a cheaper rate before.
Check out how to sell more by selling less.
If the client is just using the “you’re too expensive” card as an excuse because he’s not yet ready to buy, perhaps you can offer a limited-time-only promo or something to make him reconsider.
The bottom line is asking “Expensive compared to what?” will open doors for you and potentially tilt the scales in your favor, and even lead to a sale.
Tip No. 6 Share Stories and Testimonials
Just like what I said earlier, sometimes, clients need a little reassurance that they’re making a good investment. Share testimonials or case studies that highlight the success other clients have achieved with your product or service.
For example:
Moving forward, consider engaging the client with thoughtful questions to better understand their stance and potential needs.
Regardless of the response, it’s essential to maintain a professional perspective and not take price objections personally.
Don’t Take it Personally
Every time you’re in a position where clients say your product is too expensive, don’t take it personally. Remember, most buyers have a linear way of seeing and understanding value: it’s a good or great price when the perceived value is higher than the amount they pay for it, and it’s too expensive when the amount they have to pay outweighs the perceived value.
If it’s any consolation, think that if you’ve never had clients telling you that you’re too expensive, you’re probably not charging enough.
Moving forward, consider engaging the client with thoughtful questions to better understand their stance and potential needs.
Tip No. 6 Handle Objections with Insightful Questions
Engage the client in a meaningful conversation by asking insightful questions that reveal their underlying concerns and provide an opportunity for further discussion.
For example:
Discover more about handling sales objection.
Conclusion
You see, being told “You’re too expensive” is not a dead end but a chance to educate and demonstrate the true value of what you offer. By understanding your client’s perspective, communicating the unique benefits you provide, and offering flexible solutions, you can turn a potential rejection into a positive, value-driven conversation.
Remember, the goal is not just to make a sale but to build a lasting relationship based on trust and mutual benefit. And sometimes, that means walking away with dignity, knowing you’ve planted a seed for future opportunities.
