Price objections: three responses that work
Photo: Avila Ops Tecnologia
When customers say “it’s expensive,” three responses work, in this order: ask “expensive compared with what?”, show what is included and what would happen without it, and offer a smaller version at a lower price. An immediate discount does not work. It tells customers the previous price was inflated and teaches them that complaining earns 10% off.
It is the most common objection and the worst handled. Early in the year, with customers still paying January’s bills, it appears more often. That does not change the response; it changes the patience with which you respond.
Why is “it’s expensive” almost never about the price?
Because customers requested a quote knowing it would cost something. “It’s expensive” usually means one of three things:
- They did not understand what is included and are comparing it with something smaller.
- They saw a lower price elsewhere and want you to explain the difference.
- They want the service, but cannot afford that amount now and are asking for a way forward.
Each meaning needs a different response. So the first thing to do is discover which it is, rather than defend the price.
What are the three responses, and when should you use each?
| Response | When to use it | How to say it |
|---|---|---|
| 1. Ask “compared with what?” | Always, first | “I understand. Expensive compared with what you had in mind, or with another quote you received?” |
| 2. Show what is included | When they compare with something smaller or a competitor | “This amount includes [materials, installation, X-month warranty, removal of the old item]. Without that, you would need to [hire someone else, buy it separately]. If the other quote does not include it, that is the difference” |
| 3. Offer the smaller version | When they cannot afford it now | “We can do it in two stages: [essential part] now for R$ X, and [the rest] next month. Or the [simpler] version for R$ Y, without [what is removed]” |
Response 1 is a question because it returns the conversation to the customer. They explain, and you learn which of the three situations you face. Often they reach the conclusion themselves: “oh, the other quote doesn’t include installation.”
Response 2 is not a list of qualities. It is a list of what they would go without. “Our service is high quality” answers nothing. “Without the 12-month warranty, if something goes wrong in six months, you pay again” answers it.
Response 3 is the only one where the price changes, and it changes because the service changed. You removed something. Customers wanting the full service at the lower price get a polite “no”: “the full amount is this because that is what it costs to do it properly; what we can do is remove [X] and reduce it to R$ Y.”
What should you avoid?
- Giving a discount at the first complaint. You lose margin and teach the behavior.
- Disparaging competitors. “That price is from someone doing poor work” sounds insecure. Explain what yours includes and let customers conclude.
- Justifying it with your cost. “Materials went up” is your problem, not theirs.
- Persisting after response 3. If they do not want even the smaller version, thank them, record it, and follow up in 30 days, as explained at https://avilaops.com/guias/contato-que-nao-responde-quando-encerrar/.
Some price objections are born before they arise: in a quote arriving without what is included. If customers received only a number, they have only the number to compare. How to send a quote so the objection never appears is covered in WhatsApp quotes without turning into an auction. The three responses also fit the objections section of your script, described in A customer service script that does not make you rigid.
What to do now
Write the three responses in your business’s words and save them as quick replies. Use them next time you hear “it’s expensive” and note what happened. If you want to know how many price objections become sales and how many become silence, describe your business and the assessment is at our expense: avilaops.com/jornada or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
What if a customer directly asks for a discount without saying it is expensive?
The same sequence. Ask what they have in mind, show what is included, and offer the smaller version. If you want to concede something, exchange it for something in return: upfront Pix payment, a longer delivery deadline, a referral. A discount without an exchange means the price was wrong.
Should I set a higher price to leave room for discounts?
No. Customers discovering the “list” price was inflated do not return. Set the right price and defend it with what is included. The smaller version is your negotiating room, rather than a discount.
What if the competitor really is cheaper for the same service?
Then the customer has a good option, and you need to decide whether you want that customer at that price. Sometimes the honest answer is “at that amount I can’t do it the way I do; if it doesn’t work out there, contact me.” That costs today’s sale and sometimes brings tomorrow’s.
Turn what you learned into your next step.
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