Why 'It’s too expensive' isn’t (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 can’t 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 wasn’t expecting it to cost this much."
"It’s 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 what’s really going on.
"It’s too expensive." is a "surface objection". Unless you're way above market price, nobody actually means that.
What they’re saying is: “I don’t see the value here.” So instead of trying to convince them, you can ask, for instance:
WHY #1. "Why do you feel it’s too expensive?" Maybe they’ll say, “I’m not sure I’ll see results.” Interesting.
WHY #2. (we dig deeper) "Why are you not sure about the results?". They might admit, “I’ve tried things like this before, and they didn’t work.”
WHY #3. (the heart of the issue) "Why do you think those didn’t work?". A possible answer is “They weren’t made for my specific problems.” => It's not about money, it’s about trust.
WHY #4. "Why do you think this program might be different?" The goal here is to have your client reflect on why they’re even considering your offer in the first place. “You’ve been clear about your approach, but I’m still nervous.”
WHY #5. "Why do you think getting past that nervousness is important for you?" The last WHY usually reveals their real motivation. For instance, “Because I’m tired of staying stuck, and I want to grow.”
By the end, you’ve 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:
  1. Acknowledge their fear: “I totally get why you’d feel that way after your past experiences.”
  2. Show how your solution is different: “That’s exactly why we include [specific element]—to make sure you get the custom support you’ve been missing.”
  3. Reinforce their motivation: “You’ve already taken the first step by being on this call with me. Let’s make sure you don’t stay stuck.”
Nobody likes being "sold." But we can handle objections with curiosity instead of fighting them. That will usually build trust and connection. The 5 WHYs don’t just help you handle objections, it can show the real reasons someone wants to say yes.
PS: every conversation is different ^^ This framework acts as guidelines, it’s okay to adapt as you go! And, sometimes, the objection IS about money 🤷
10
25 comments
Sylvain Zyssman
7
Why 'It’s too expensive' isn’t (always) about the price
The Offer Lab
skool.com/freelancers-2186
Ghosted? Undervalued? Overlooked? 🎯 I help experts turn messy ideas into offers that sell
Powered by