this more times than you care to admit. Unfortunately, too many sales-

people automatically think “it’s too expensive” is a price objection and 

immediately off er a lower price. As a consumer and business owner, I 

have used this tactic simply to try to get a discount and I am constantly 

amazed how eff ective it is because the salesperson automatically as-

sumed that I was not willing to pay the stated price. Just because a cus-

tomer says “it’s too expensive” does not mean that he or she is unwilling 

to pay the price. Let’s take a closer look and see why the customer makes 

this statement:

She does not see that value of your product or service.

He cannot aff ord it.

She is comparing your product to a similar product or service of-

fered by another company.

He is objecting as a negotiating tactic.

She has not budgeted enough for it.

His perception of the cost may be unrealistic.

She is objecting as an excuse to not make the purchase.

A competitor is selling the same product for less money.

Unless we clarify what the customer means, we will not likely be eff ec-

tive in overcoming the objection. If the customer does not see the value 

in your product or service you will need to take a diff erent approach 

than if they are trying to negotiate a lower price. Yet most salespeople 

try to overcome the “it’s too expensive” objection without fi rst clarifying 

it. Th

  is is what clarifying the objection could sound like:

Customer:

“It’s too expensive.”

Salesperson:

“I can appreciate that; it is a signifi cant investment. Would you 

mind telling me what you mean when you say that?”

Customer:

“I hadn’t planned on spending that much money on this item.”

Salesperson:

“I completely understand. You were planning to spend a certain 

amount and we’ve exceeded that budget, is that correct?”

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