- Loqui
- Objections
- The “it’s too expensive” objection
The “it’s too expensive” objection
What “it’s too expensive” usually means, three responses you can use on the call, and the discounting mistake most reps make. With example lines.
“It’s too expensive” rarely means there’s no money. Usually the buyer hasn’t connected the price to the value yet. The best response isn’t a discount. It’s a question that finds out what they’re comparing you to, followed by ROI math built on the buyer’s own numbers.
The prospect says“Honestly, that’s more than we budgeted for.”
What the buyer usually means
On a real call, “it’s too expensive” usually means one of four things:
- “I don’t see the value yet.” You’ve put the price on the table, but not the payoff.
- “I have a cheaper quote.” They’re comparing, often apples to oranges.
- “This doesn’t fit my budget.” A real limit, but often a question of scope or timing.
- “I want to negotiate.” They’re testing whether your price holds.
You can’t respond well until you know which one you’re dealing with. That’s why your first move is almost always a question, not an answer.
Three price objection responses you can use on the call
1. Ask what they’re comparing you to
“Too expensive compared to what? Are you looking at another option, or is it more about budget?”
It’s neutral, it doesn’t sound defensive, and the answer tells you which of the four cases you’re in.
2. Do the ROI math with their numbers
“Let’s run the numbers together. You mentioned your team loses about four hours a week to double entry. Across 20 reps, that’s 80 hours a week. What’s an hour of their time worth to you?”
Use the buyer’s numbers, not yours. People trust math built on figures they gave you themselves.
3. Change the scope, not the price
“If budget is the issue, we could start with the team where the impact is biggest and expand from there. Which team would that be?”
Your per-seat price stays intact, and the buyer still has a path to yes.
If you’ve been trained on Feel-Felt-Found (“I understand how you feel, others felt the same way, and here’s what they found”), it works best after that first question. Use it too early and it sounds scripted, because you don’t know yet what the buyer is actually worried about.
The mistake most reps make
Offering a discount right away. When a discount is your first move, the buyer hears that your price was never serious. It lowers the perceived value and invites the next ask. Concessions belong at the end of a negotiation, never at the start.
What this looks like live in Loqui
When the buyer says “it’s too expensive,” Loqui catches the objection and shows you a line you can say right away, for example: “It’s $49 a seat, and no more double entry in Excel. How many hours a week does that cost your team?” The number comes from the price list you added, with the source shown right below.
Questions.
Should I offer a discount when a prospect says it’s too expensive?
No. A quick discount tells the buyer your price was negotiable all along, and it lowers the perceived value. First find out what they’re comparing you to.
What’s the best first response to “it’s too expensive”?
A question, such as “Too expensive compared to what?” The answer tells you whether the buyer means a competing quote, their budget, or doing nothing.
How does Loqui help with this objection?
Loqui catches the objection during the call and shows you a response built from the pricing and customer stories in your knowledge base, usually within a few seconds.
The right answer, live on the call.
The call coach that listens in and shows you the answer from your own docs, right when you need it.
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