When Customers Question Your Price, This is How You Respond

It’s a moment every salesperson knows well. You've had a great conversation, the prospect is interested, and then you mention the price. Their face changes. "That's a bit more than we were expecting," they say.

When Customers Question Your Price, This is How You Respond

For many sales teams, this is where panic sets in and discounts are offered. But what if a price objection isn't an obstacle, but an invitation? An invitation to prove your worth.

Customers don't always question price because they want the cheapest option; they question it because they haven't yet fully understood the value. The ability to articulate that value with confidence is the core of value-based selling, and it’s the key to protecting your profits.

Why Customers Really Question Your Price

When a prospect pushes back on price, it’s rarely just about the number. It's often a symptom of a deeper issue:

• A Lack of Understanding: They don't yet see a clear connection between your price and the results you can deliver for their business.

  
  

• A Need for Justification: They may need to defend the purchase to a manager or a finance department, and they need your help to build the case.

  
  

• Simple Comparison: They have looked at competitors and are doing a simple price comparison without considering the differences in quality, service, or long-term benefits.

  
  

A weak response is to immediately offer a discount. A strong, value-based response is to reframe the conversation.

The Value-Based Response: A Practical Guide

Value-based selling is about shifting the focus from cost to investment and return. It's about confidently answering the question, "Why are you worth it?"

1. Truly Understand Your Customer's Problem

You cannot articulate value if you don't know what your customer values. The first step is always to ask better questions and listen carefully. What is the specific problem they are trying to solve? What is that problem costing them in time, money, or frustration? The more you know about their pain, the better you can position your solution.

2. Translate Your Features into Their Outcomes

Your customer isn't buying your product's features; they are buying what those features will do for them.

• Instead of: "Our software has a real-time analytics dashboard."

  
  

• Try: "Our software gives you the information you need to cut your marketing waste by 15%."

  
  

• Instead of: "We offer 24/7 customer support."

  
  

• Try: "You'll have peace of mind knowing that if anything goes wrong, you can have an expert helping you in minutes, not hours."

  
  

3. Tell Stories That Demonstrate Value

Facts and figures are good, but stories are what people remember. When faced with a price objection, share a short story about another client.

• Example: "I understand our price is higher than some others. We had another client, a company just like yours, who felt the same way initially. But last month, our support team helped them avoid a system outage that would have cost them an estimated £50,000. That's the kind of security and support that our price includes."

  
  

4. Address the Objection Head-On, Then Pivot to Value

Don't ignore their concern. Acknowledge it, then confidently steer the conversation back to the value.

• Prospect: "Your competitor is 20% cheaper."

  
  

• Your Response: "I appreciate you sharing that, and it's important to compare. Can we talk for a moment about why clients who have looked at both options often choose us? It usually comes down to [mention a key differentiator, like reliability or support]."

  
  

Learning to Articulate Value with Confidence

Making this shift from defending your price to confidently explaining your value requires a specific set of skills. Your team needs to be trained in consultative questioning, crafting a strong value proposition, and handling objections without resorting to discounts.

Developing these skills is the core focus of the Value-Based Selling - Elevate Your Sales, Maximize Profits and Dominate Your Market (VBS) course at ClickAcademy Asia.

A Look Inside the Value-Based Selling (VBS) Course

The course is designed to give your team a practical framework for selling on value. You will learn how to:

• Understand the principles of a customer-centric, value-focused mindset.

  
  

• Conduct effective customer research to uncover the problems that matter most.

  
  

• Craft a compelling value proposition that sets you apart from the competition.

  
  

• Use storytelling techniques to illustrate the real-world impact of your solution.

  
  

• Handle price objections confidently by reinforcing the value and return on investment.

  
  

Ready to Stop Competing on Price and Start Winning on Value?

Don’t let price objections derail your deals. Give your team the skills to confidently communicate value, justify pricing, and close with conviction.

Enroll in the Value-Based Selling (VBS) course today and transform how your sales team sells—forever.

Join the next intake at ClickAcademy Asia and start turning every price objection into a powerful proof of worth. https://www.clickacademyasia.com/value-based-selling