Objection handling

Handling the "It's Too Expensive" Objection

'Expensive' is a comparison, and right now they're comparing your price to zero because you haven't yet anchored it to the outcome it buys.

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"It's too expensive"

Why prospects say it

This surfaces when perceived value is lower than the number in their head. Sometimes it's a negotiation opener; sometimes it's a genuine mismatch. Either way, dropping price first tells them the value was never real — the fix is re-anchoring, not discounting.

How to handle it

Stay calm and curious — 'expensive compared to what?' lives underneath this.
Ask what they're comparing it to, so you know if it's price or value.
Re-anchor against the cost of the problem or the return, not the sticker.
Break the number into a smaller unit (per day, per user) if it helps them feel it.
Hold your price; if you must move, trade the concession for something in return.

What you can actually say

Fair — can I ask, expensive compared to what? That tells me if it's the price or the payoff we should talk about.

It's a real number, I won't pretend otherwise. But if it saves you [outcome], is it expensive or is the problem expensive?

Broken down it's about [X] a day — less than [everyday comparison]. Does it still feel steep when you look at it that way?

I can look at scope, but I won't just cut the price — that wouldn't be fair to you either. What would make it a clear yes?

What to avoid

Don't apologize for your price or discount reflexively — you signal the number was padded and invite them to keep pushing.

How Tepio helps with this one

Tepio's brief gives you the company's context to quantify the payoff for THEM specifically, so you re-anchor on value instead of defending a sticker.

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