How to respond to “It's too expensive”: 3 answers that work
“It's too expensive.”
“It's too expensive” is rarely about the number. It's about value the buyer hasn't seen yet. Three honest answers, one to avoid, plus a drill.
Practice this objectionWhy buyers say it
When someone tells you your product is too expensive, they almost never ran the math. They compared your price to a feeling: what similar tools seem to cost, what they paid last time, what feels fair for a piece of software. If you built the thing yourself, you'll want to defend the price by listing features. Don't. The buyer isn't attacking your work. They're telling you the line between your price and their problem isn't drawn yet. Sometimes they're testing whether the number moves. Sometimes it's a polite way to end the call. Your job is to find out which one you're dealing with before you say anything else.
What it often means
- They can't see what the price buys them yet
- They're comparing you to the wrong thing
- They're checking whether the number moves
Three answers that work
Fair enough. Can I ask, expensive compared to what? Sometimes people mean compared to another tool, sometimes compared to just living with the problem. Those are two different conversations and I'd rather have the right one.
Why it works: You don't defend the number, you put it next to something. The buyer has to name the comparison, and your next sentence can be about that specific thing instead of a generic pitch.
Let's set the price aside for a second. If it were [half], would you start using it this week? I'm asking because if the answer is no, price isn't the real issue and I don't want to waste your time.
Why it works: This isolates the objection. You find out whether price is the only thing in the way or just the easiest thing to say. Often a different concern comes out, and that one you can actually address.
Here's how I think about it. Right now [the problem] costs you [time or money] every month. The tool is [your price]. If those numbers don't line up, you're right and I'll say so. Want to walk through them together?
Why it works: It moves the comparison from your price to the cost of their problem, using their numbers. And admitting they might be right makes everything else you say more believable.
Avoid this one
Tell you what, I can knock some off if you sign up today.
Why not: It confirms the price was padded, teaches the buyer that complaining works, and turns the conversation into how much you'll give up instead of what they'll get.
Example dialogue
BuyerForty bucks a month for a scheduling app? That's too expensive.
YouToo expensive compared to what? How are you handling bookings right now?
BuyerA spreadsheet and text messages. Costs me nothing.
YouHow many no-shows do you get in a week without reminders?
BuyerThree or four, maybe.
YouThen let's do the math together. What's a missed session worth to you? If it doesn't add up, we'll leave it there, no hard feelings.
Practice this objection
A simulated buyer says it to you out loud (or in writing), you answer, and you get a score plus the model answer. Free, no account, 2 minutes.
FAQ
Should I lower my price when a prospect says it's too expensive?
Not right away. First find out what they're comparing it to and whether price is the only thing stopping them. If you drop the number without asking, you teach every buyer that the price is negotiable. If value is clear and they just can't stretch, a smaller plan beats a discount.
What do I say when they compare my product to a free tool?
Don't trash the free tool. Ask what it's missing for them today. If nothing is missing, they may not be your customer yet. If something is, that gap is what your price pays for: saved hours, fewer mistakes, recovered customers. Let them put a number on it.
What if the price really is too high for them after all my questions?
Then it's a real answer, not an objection. Offer a smaller plan, a trial, or simply leave the door open for when the problem grows. Ending with respect matters. Plenty of buyers come back months later, when doing nothing has gotten more expensive.