Updated May 2022

Being in sales is not easy, especially when it comes to one of the most dreaded objections—pricing. More often than not, a prospect will inquire about the cost. Although at first glance it can seem like it’s a genuine concern about money, these questions always stem from unspoken questions about value.

You see, if a prospect considers the product or service to be sufficiently valuable, they’ll find a way to justify the price and make it work.

When handling any objection, it’s critical that you first be able to acknowledge, isolate, and overcome the objection. (If you are unfamiliar with this process, this video will quickly get you up to speed.) Keeping this process in mind, here are three proven responses to help you smoothly handle any type of pricing question that comes your way.

Emphasize the value

An effective response to a pricing objection that emphasizes value over price might sound like this: “I totally understand. Let me ask you this. If our service was free, would you move forward with me today? Do you see enough value and agree that our product will solve your pain point/problem?”

This response will allow you to bring the focus back to what really matters—the value.

Help break it down

Another option in responding to a pricing objection would be to try and have your prospect specify the source of their objection: “I certainly understand. Can you tell me what part of what I’m offering you today do you feel is too expensive for the value?”

This will response allows the prospect an opportunity to rethink what they are saying and determine if the price is really a factor.

Focus on the ROI and past success

“I understand that price should be considered. My last client said the same exact thing you’re saying and after they closed [fill in the blank] they literally came back to thank me. I’m definitely not here to spend your money; I want to help MAKE you money.”

“I get it. Tell me what type of ROI would you need to see to move forward?”

Both of these responses will provide tangible proof of how your product has worked for previous clients and how it can change your current prospect’s life.

Handling objections can be tricky—but it shouldn’t deter you from closing. With a little practice, the above responses will bring you newfound success in your sales career.