OBJECTION DIAGNOSIS Type: PRICE Core Concern: The prospect is not yet convinced that the expected value justifies the investment. Likely Underlying Concern: They may be comparing the price against cheaper alternatives rather than against the cost of the problem they are trying to solve. BEST RESPONSE “That makes sense — price should absolutely be part of the decision. The bigger question is whether this solves the problem well enough to justify the investment for you. Rather than pushing you toward a decision, I’d rather make sure the value actually lines up with what you need. If we can confirm that it addresses your main priority and gives you a clear path toward the outcome you’re after, would the price still be the main concern?” ALTERNATIVE RESPONSE “I understand. If the investment feels high right now, we probably shouldn’t ignore that. Before we talk about price itself, can we separate two things: whether the solution is a strong fit and whether the timing of the investment works for you? If the fit is there, we can then decide whether moving forward makes sense.” BEST FOLLOW-UP QUESTION “If the price were not the issue, is there anything else that would stop you from moving forward?” NEXT-STEP CTA “Let’s confirm the fit first, and then you can decide whether the investment makes sense.” WHY THIS APPROACH WORKS • Acknowledges the concern without immediately discounting. • Shifts the discussion from price alone to value and fit. • Helps reveal whether price is the real objection or a surface objection. AVOID SAYING • “It’s actually not expensive.” • “You’ll definitely make your money back.” • “I can give you a discount if you buy today.”