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How to Handle the “You’re Too Expensive” Objection

5 tips to help you close the sale

Author

Fatima Khan
July 31, 2025

In partnership with

2 years ago, I was on a sales call with a 7-figure SaaS founder in Singapore.

We were close to closing. Then, right at the end, he asked:

“Why do I have to pay the one-time onboarding fee? It’s making the whole package feel too expensive.”

I panicked. Started defending the pricing. Talking too much. Throwing in justifications I hadn’t planned.

Needless to say, the deal didn’t close.

After I hung up, my husband who had overheard the call said something that stuck:

“You weren’t selling your value. You were apologizing for your price.”

That hit hard.

So I started digging deeper. Studying how the best in the industry handled pricing objections. Read Alex Hormozi’s 100M offers and what not.

Now, I coach others how to handle these conversations.

And when someone in my LinkedIn Bootcamp recently asked:

“What do I say when a prospect tells me I’m too expensive?”

I knew it had to become a newsletter topic.

Here’s how I now approach that objection, and you can too.

1. Understand First, Then Address

Never defend price before understanding the concern. Always clarify the objection first.

“I hear you. Just so I can help the best I can, when you say it's too high, do you mean compared to your budget, other options, or the value you're seeing?”

You need to know if it’s a:

  • Budget issue

  • Competitor comparison

  • Value perception gap

  • Stalling tactic

2. Shift from price to value

Don’t sell a product. Sell the outcome. If someone thinks it's “expensive,” it’s often because they don't fully understand what they’re getting.

“You're absolutely right to be careful about how you invest. Most clients initially had the same concern until they saw how [key benefit/result] impacted [pain point/result].”

Then back it up with:

  • ROI data

  • Case study

  • Testimonial

  • Concrete value tied to their specific goals

3. Anchor the Cost Against the Problem

Reframe the price against the cost of not solving the problem.

“Totally understand. But just to put it in perspective, how much is [problem] costing you per month right now? If you could solve it for [$X], and get [Y outcome], how would that change things?”

This makes $5,000 seem like a bargain if it saves them $20,000 in losses or inefficiencies.

Watch this video of Grant Cardone closing a deal using this tactic.

4. Use Tiered Framing (if applicable)

If you have multiple offerings, use price anchoring to position your offer in context:

“We do have clients who go for our premium package at [$high]. The one we’re discussing is actually our mid-tier, designed to give you the core value without overcommitting.”

Even if you only have one offer, you can still anchor against typical industry costs.

5. Confidence Closes the Gap

If you get defensive or tentative, they’ll feel uncertain too. Stay firm and calm:

“We’re not the cheapest and we’re not trying to be. We're focused on delivering the best result, and our clients typically see that pay off very quickly.”

This was just ONE question from the Q&A. We covered so much more inside the LinkedIn Bootcamp.

I’ve hosted 2 so far and don’t worry, I’ll be doing anothr one this year. Sign up here to find out when it drops.

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