Why price objections are rarely just about price.
This page explains why price objections occur and how to handle them calmly without discounting. Price resistance is usually a value, confidence, or decision-clarity issue rather than a pricing problem.
Price Objection Insights
- Rarely about priceUsually value or confidence
- Trust removes resistanceBuild genuine relationships
- Qualify firstUnderstand budget early
A year ago, I was heavily involved in local networking groups and met a plumbing business owner. We built a great relationship and he joined our sales training programme.
He attended the events we were running at the time and over months we developed a strong working relationship. I got to know Dave well and built a huge amount of admiration and respect for him, particularly once we started working together through sales coaching. We spent time understanding his goals, his aspirations for the business, and just how emotionally intelligent he was. It was genuinely a pleasure to work with him.
A real buying decision that reframes price objections
During this period, we had an issue with some plumbing work at home. There was a leak and it needed fixing.
I called Dave while I was outside a networking event. My wife Jess was understandably concerned and wanted it sorted urgently. I asked Dave if there was any chance he could come over.
We didn't discuss price once.
He arrived quickly, fixed the issue, and afterwards I simply told him to send the invoice over so we could get it paid.
Why Trust Removes Resistance
- Trust completelyPrice isn't an objection
- Emotional firstLogic justifies later
- Relationship mattersBuilt over time
Why trust removes price resistance
I have no idea whether we paid the correct price, more than we should have, or less than we should have.
It didn't matter.
I trusted Dave completely. Because of that trust, price was never going to be an objection.
Every buying decision is emotional first and justified by logic second.
What Price Objections Hide
- Red herringProtecting real reason
- Prefer anotherMay have different choice
- Uncover truthAsk the right questions
What price objections are often really hiding
If buying decisions are emotional first, then when someone raises a price objection, it's important to uncover what the real reason is.
Sometimes price is a red herring. It's something people say to protect themselves from sharing the real reason they don't want to buy, such as preferring another supplier.
How to check whether price is the real issue
When handling a price objection, the first step is always to check its legitimacy.
One simple question can help:
"Other than price, is there any reason you wouldn't move forward?"
If the answer is no...
Then price genuinely is the issue.
If the answer is yes...
Whatever comes next is the real objection.
When price concerns are really about value
When someone genuinely objects on price, it's usually because they are unsure about the value or the risk involved.
That's actually positive. It means there's something in the sales process that hasn't fully given them confidence yet.
Why discounting too quickly creates more risk
In the middle of a negotiation, it's easy to crumble and offer a discount just to keep the deal alive.
In my experience, doing this too quickly often causes you to lose respect and increases risk in the deal.
The importance of qualification before discussing price
Sometimes people genuinely can't afford what you're offering.
Before you even get to price, it's critical to understand budget, turnover, or previous spend. The better qualified the opportunity, the more likely you are to present an offer that makes sense for both sides.