Client Question
“I’ve been struggling with prospects telling me I’m too expensive. It seems like price is always the issue that comes up – especially with law firms who say they have budget constraints or get cheaper services elsewhere. How do I handle these price objections? I know my prices are fair for my expertise, but I’m starting to doubt myself. Should I lower my rates to be more competitive?”
“Your price is too high.”
“We don’t have the budget.”
“It’s more than we want to spend.”
But here’s the truth:
80% of price objections
Aren’t actually about price.
What They Say vs What They Mean
When clients say price, they often mean:
- “I don’t see enough value”
- “I don’t trust the outcome”
- “I don’t understand the impact”
- “I’m not sure about you”
The price objection is just the easiest to say.
The Value Gap
Your prospects aren’t comparing:
- Your price vs. their budget
- Your rate vs. your competitors
- Your cost vs. their spending
They’re measuring:
- Risk vs. Reward
- Investment vs. Return
- Cost vs. Impact
The Trust Reality
Price becomes an issue when:
- Value is unclear
- Results are uncertain
- Impact is vague
- Trust is missing
It’s rarely about the number. It’s about what the number represents.
The Path Forward
Consider this framework:
- Value Clarity
- Make outcomes tangible
- Show clear milestones
- Demonstrate specific impacts
- Quantify benefits
- Risk Reduction
- Share concrete case studies
- Offer clear guarantees
- Build proof points
- Create stepping stones
- Trust Building
- Lead with understanding
- Show proven processes
- Demonstrate expertise through insight
- Make next steps clear
The Professional’s Choice
You can:
- Defend your pricing
- Offer discounts
- Compete on cost
- Race to the bottom
Or:
- Build stronger value cases
- Create clearer outcomes
- Develop deeper trust
- Focus on impact
Because here’s the truth: When value is clear Price becomes a detail Not a deal-breaker
Next Steps
- Map your value delivery
- Quantify your impact
- Build trust-first conversations
- Create value clarity
The price objection is a symptom. Not the disease.
This article was developed from real client questions. Our most insightful content comes from working professionals wrestling with actual market challenges.
Have a Sales or Marketing Question?
We answer one reader question each week, turning real-world challenges into actionable insights. Submit your question about sales, marketing, or business development to colin@salestriage.com.
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- When Your Premium Service Hits the Ceiling
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