Getting Price Objections? That’s YOUR Fault.

Salespeople love to complain about price objections. “The customer just wanted the cheapest price.” “They didn’t have the budget.” “Procurement killed the deal.”

I'm sure you've heard them all before!

The reality, though, is most times price isn't the issue:

Price objections aren’t about the price. They’re about VALUE—or rather, the perceived lack of it.

Price Resistance = A Value Problem

Why is the customer pushing back on price? When they push back on price, they’re not actually rejecting the number on the proposal. They’re rejecting the justification behind it. If they don’t see why your solution is worth the price, what else are they supposed to do?

Price resistance is just a polite way of saying, “I don’t see why I need you.”

When people see real value, they buy. When they don’t, they hesitate, negotiate, or walk away.

The Real Reason Customers Push Back on Price

If you’re battling price objections, is it price or is it maybe one or more of these?

1. You Haven’t Built Enough Value Customers won’t pay premium prices for a product they don’t see as premium. If your sales pitch is just a feature list, you’re making them do the hard work of figuring out why it’s worth the investment. That’s your job, not theirs.
2. You’re Selling a Commodity If your pitch sounds the same as your competitor’s, why should they pay more for you? You’ve turned your offering into a commodity. And commodities compete on price. If customers don’t see how you’re different (in ways they value), they’ll buy based on cost alone.
3. You’re Not Speaking Their Language Buyers don’t care about your product. They care about their problems, their goals, and their bottom line. If you’re not framing your solution in a way that directly ties to their priorities, they won’t see the full value.
4. You’re Too Quick to Discount The second you offer a discount, you reinforce their belief that your price was too high to begin with. Worse, you train them to always expect a lower price. Great salespeople hold their ground because they know their value.

Doing any of the above?

So How Do You Fix It?

If you want to eliminate price objections, you have to shift from defending price to proving value.

✅ Start with Discovery If you don’t fully understand your customer’s real pain points and priorities, you can’t position your value effectively. Ask better questions. Dig deeper. Make sure you know what they truly care about. Effective Value Discovery is essential.

✅ Stop Talking Features, Start Talking Outcomes Customers don’t care how advanced your product is. They care about what it does for them. How does it save them time? Reduce costs? Increase efficiency? Lower risk? Make it crystal clear. Think about The Value Triad© . Use it to help monetise your value and communicate the emotional value.

✅ Differentiate - or Get Ignored If your competitors are offering a similar product at a lower price, why should the customer choose you? Find your unique strengths and emphasize them relentlessly.

✅ Make your Value Proposition Work - does your Value Proposition resonate with the customer, differentiate your solution and substantiate your capabilities?

✅ Be Confident in Your Price If you hesitate when discussing price, customers pick up on it. Believe in your value. State your price with confidence, and back it up with clear reasons why it’s justified.

The Bottom Line

Customers aren’t rejecting your price—they’re rejecting your explanation of value.

If you want to close more deals without discounting, stop blaming the buyer and start selling better. Make your value undeniable, and price objections will disappear.

💡 Struggling with price objections? Let’s talk about how to sell on value - not price.

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