Why 'Itâs too expensive' isnât (always) about the price
So you worked hard on your offer and your niche, and you started having sales calls. But you notice a pattern. A common objection, that you have a hard time dealing with. It can be straightforward: "It's too expensive." "I canât afford it." "I need to think about it." "Do you offer discounts?" Or,sometimes, less explicit: "I need to check with my [wife/husband/partner]" "I wasnât expecting it to cost this much." "Itâs not the right time." But in the end, the objection is rarely about money. It's often about trust, fear, or clarity. Good thing is, you don't need guesswork. The 5 WHYs framework can help you figure out whatâs really going on. "Itâs too expensive." is a "surface objection". Unless you're way above market price, nobody actually means that. What theyâre saying is: âI donât see the value here.â So instead of trying to convince them, you can ask, for instance: WHY #1. "Why do you feel itâs too expensive?" Maybe theyâll say, âIâm not sure Iâll see results.â Interesting. WHY #2. (we dig deeper) "Why are you not sure about the results?". They might admit, âIâve tried things like this before, and they didnât work.â WHY #3. (the heart of the issue) "Why do you think those didnât work?". A possible answer is âThey werenât made for my specific problems.â => It's not about money, itâs about trust. WHY #4. "Why do you think this program might be different?" The goal here is to have your client reflect on why theyâre even considering your offer in the first place. âYouâve been clear about your approach, but Iâm still nervous.â WHY #5. "Why do you think getting past that nervousness is important for you?" The last WHY usually reveals their real motivation. For instance, âBecause Iâm tired of staying stuck, and I want to grow.â By the end, youâve discovered the true objection, here that's fear of failure, doubts based on past experiences, or even maybe a lack of understanding of your unique value. There are several ways to handle it, but a working pattern is something along these lines: