My customers always say it's too expensive. What should I do?
Direct answerWhen customers say it's too expensive, they usually haven't understood the value of what they get, are comparing it with something different, aren't the right audience for your offer, or got the price before understanding the result. The first step is to calmly ask "expensive compared to what?" to find out their reference point.
How it shows up
Almost every conversation ends up at "that's too expensive." You don't know whether to lower the price, push back, or give up.
Most likely root causes
- Value not understoodThe customer doesn't know everything that's included or the result they'll get.
- Unequal comparisonThey're comparing your offer with something simpler or of different quality.
- Mismatched audienceYou're attracting people who can't afford or aren't interested in paying for this level of service.
- Price before contextThe price comes up too early, before the person understands why it's worth it.
Quick self-check
- Do you ask what the customer is comparing you with?
- Do you explain the result before mentioning the price?
- Do your best customers also think you're expensive?
- Do you have options at different service levels?
If you answered yes to two or more, start with that cause.
First step today
The next time you hear "it's too expensive," calmly ask: "I understand. What are you comparing it with?" and listen to the answer.
30-day plan
- Week 1: start presenting the result and what's included before the price, and note the reference points customers use.
- Weeks 2 and 3: create options at different service levels and adjust your marketing to attract people who value your kind of service.
- Week 4: see whether price objections have decreased and keep the presentation style that worked best.
When to seek professional help
Talk to an accountant if you suspect your costs are inflating your price unnecessarily. A mentor or a local small-business support center can help you work on positioning and how you present your offer.
Frequently asked questions
- If they think it's expensive, should I lower the price?
- Not automatically. First understand the customer's reference point. Sometimes adjusting the scope is better than cutting the price.
- Will every customer think it's expensive?
- Not all of them. People in your target audience who understand the value tend to accept the price more easily.