When a customer says, "That's too expensive," how do you respond?

I always go back to a line I had a trainer say to client in front of me more than 13 years ago,

"I am not too expensive, you just don't see the value"

I still use that line today. Sometimes when I get the vibe that someone was expecting a lower price I can't wait to drop that line on them because of how it changes their approach to the conversation.

I usually respond with empathy and try to subtly shift control back to them.

Something like:

“I totally understand, it’s still money going out. If you decide to move forward at some point and would like to have us do the work, we’d be happy to look at adjusting the scope, scheduling it a bit later, or splitting the payment to make it easier.”

The key for me is the order. I acknowledge the reality of spending money, but I don’t defend the pricing or agree that it’s “too expensive.” Then I frame everything in the future, “if you decide to move forward,” so it doesn’t sound like I’m trying to overcome an objection or sell them on a workaround.

That gives them space. If they mean “compared to your competition,” they can say that. If it’s an affordability thing they don’t want to voice, they don’t have to. And by prefacing the options that way, it lets them be the one to say, “Actually, if you can split it…” instead of me pushing it.

It keeps things empathetic and cooperative without negotiating against myself.

It's not a one size fits all tack, but it's where I typically start.

At the end of the day, most people are just people. When they bring up price, they’re often bracing for pushback. A little empathy and a cooperative tone usually go a long way.  And if they still get grumpy, that was likely going to happen no matter what. At least this way I haven’t taken the bait or escalated it. 

When a customer says, “That’s too expensive,” they’re almost never talking about money.

They’re usually saying one of three things:
• I don’t see the value
• I wasn’t expecting that number
• I’m not fully confident yet

If your first move is to discount, you just validated their doubt.

Do not defend.
Do not justify.
Do not drop price immediately.

Slow the moment down and take control of the conversation.

Ask: “When you say it’s too expensive, compared to what?”

Now you’re diagnosing instead of reacting.

If they mention another company, respond with:

“Are they offering the same scope, warranty and process?”

Force the comparison beyond price. Most cheaper quotes remove something. Scope. Prep work. Insurance. Warranty. Follow-up. That’s where value lives.

If they say, “It’s more than we wanted to spend,” say:

“Got it. Is the hesitation about the investment itself, or does the scope feel bigger than what you were hoping for?”

Now you’ve separated budget from expectations.

From there, you have three strong plays:

Re-anchor the value
Bring them back to the problem.

“What happens if this doesn’t get addressed this season?”
“What would it cost you if this gets worse?”

Pain clarifies priority. Urgency creates movement.

Offer controlled options
Not a discount. A scope adjustment.

“We could break this into phases.”
“If we removed X, that would bring it to Y.”

You stay in control. You adjust the plan, not your standards.

Hold your ground
“If we’re not the right fit at this level, I completely understand. We’re probably not the cheapest option, but we are the company that does it once and does it right.”

Confidence closes more deals than coupons ever will.

When do you walk away?

You walk when:
• They are only shopping for the lowest number
• They negotiate before understanding value
• They don’t respect expertise
• The margin becomes unhealthy