When a buyer says "your price is too high", most salespeople hear a verdict. Top performers hear a question: is this worth it?
1. Pause before you concede
The fastest way to lose margin is to answer a price objection with a discount. Pause, acknowledge the concern and ask what the buyer is comparing you with. You will often find the comparison is not like-for-like.
2. Re-anchor on value
Take the conversation back to the outcomes the buyer told you matter — time saved, risk reduced, revenue gained. Put a number on them where you can. Price only feels high when value feels vague.
3. Trade, never give
If you must move, move in exchange for something: a larger order, a longer commitment, faster payment, a referral. Every concession should cost the buyer something too.
Discounting trains customers to push. Holding your value trains them to trust you.