How to Handle the 'It’s Too Expensive' Sales Objection Like a Pro

Introduction

Let’s be honest—hearing “It’s too expensive” can be frustrating. You’ve put in the effort, nailed your pitch, and just when you think the deal is moving forward, you hit the price wall. Sound familiar?

Here’s the thing: when a prospect says this, they’re not necessarily saying no. Most of the time, they’re really saying, “I don’t see the value yet,” or “I need a reason to justify this cost.” And that? That’s an opportunity.

The key isn’t to panic, drop the price, or walk away—it’s to have a real conversation that helps them see why your product is worth it. Let’s dive into how to handle this in a way that feels natural, relatable, and most importantly—effective.

Why People Say ‘It’s Too Expensive’

First, let’s decode what this really means:

• They don’t see the value – If they don’t understand how your solution helps them, even $10 can feel too expensive.
• They’re nervous about spending – Maybe they’ve made bad purchasing decisions before and are hesitant.
• They’re comparing prices – If they’ve seen a cheaper option, they need a reason to choose you.
• They actually don’t have the budget – Sometimes, it really is a money issue—but even then, there’s room to work with.

Your job? Find out which one it is.

How to Respond Like a Pro (Without Sounding Pushy)

1. Get Curious—Don’t Assume

Instead of jumping into defense mode, ask a simple question to get more context.

Example:
“I hear you. When you say ‘too expensive,’ do you mean it’s outside your budget, or that you’re not sure if it’s worth the investment?”

This opens the door to a real conversation instead of just shutting things down.

2. Flip the Script—It’s Not About Cost, It’s About Value

Help them see what they’re actually getting rather than what they’re spending.

Example:
“I totally get that price is a concern. But let’s talk about what this actually does for you. Our customers typically save 10 hours a week—what’s that worth to you in real dollars?”

People don’t buy based on price alone—they buy based on what they gain.

3. Break It Down Into Bite-Sized Costs

If the number feels big, make it feel smaller and more digestible.

Example:
“I know $5,000 sounds like a lot upfront. But when you break it down, that’s about $13 a day—less than what most teams spend on coffee.”

When you make it relatable, it suddenly feels reasonable.

4. Show the Cost of NOT Buying

Help them see what staying the same is costing them.

Example:
“Totally get it. But let’s flip it for a second—what’s the cost of not solving this? If inefficiencies are losing you $50K a year, wouldn’t it make sense to invest $5K to fix it?”

Fear of loss is often a bigger motivator than the promise of gain.

5. Offer Flexible Payment Options

Sometimes, it’s just a cash flow issue—help them out.

Example:
“I get that budgets are tight. That’s why we offer flexible plans—monthly payments instead of upfront costs. Would that make this easier?”

Options make it easier to say yes.

6. Use Social Proof—Show Them It Works

Share real examples of customers who had the same hesitation but got amazing results.

Example:
“I totally understand—one of our clients, [Client Name], had the same concern. But after using our tool, they boosted revenue by 30% in just three months. Want me to share how they did it?”

People trust real-world proof more than sales pitches.

Cheat Sheet for Handling ‘It’s Too Expensive’

ChatGPT Prompt for Price Objection Handling

I’m in a sales conversation, and the prospect says, ‘It’s too expensive.’ Give me a confident response that highlights value, ROI, and customer success stories.

Final Thoughts

Look, price objections are normal. The key is not to see them as roadblocks, but as opportunities to educate, build trust, and show the true value of what you offer.

So next time someone says, “It’s too expensive,” don’t freeze. Get curious, dig deeper, and help them see why this investment is worth every penny.

Need more help? Book a demo now!