How to Handle Price Objections Without Dropping Your Rate
Scripts to answer “That’s too expensive” without discounting—educate, reframe value, and protect your pricing power on every quote.
The Reality:
"That's too expensive" isn't rejection—it's a request for more value. Your job is to educate, restate proof, and hold the line without apologizing for professional pricing.
You quote £850 for a job. Customer pauses, then says: "That seems high. I was expecting closer to £500." Your first instinct is to blurt out, "I could do £700 if that helps?" Congratulations, you just trained them to negotiate every time. Here's what to do instead.
The 7 Most Common Price Objections
Every price objection falls into one of these categories. Each requires a different response.
- 1. "That's more than I expected" – They have an outdated price reference point
- 2. "Your competitor quoted £X less" – Comparison shopping (different scope)
- 3. "I don't have that much to spend" – Budget constraint (real or manufactured)
- 4. "Can you do it for £X instead?" – Testing if you'll negotiate
- 5. "Why is it so expensive?" – Genuine confusion about scope/value
- 6. "I need to think about it" – Polite way of saying price is too high
- 7. "I can get this cheaper online/DIY" – Comparing professional service to DIY cost
Response Scripts: By Objection Type
Objection 1: "That's More Than I Expected"
"I understand—most people are surprised by what professional work costs these days. Let me break down what's included: [list materials, labour hours, warranties, insurance]. The job involves [specific detail they might not know]. Does that help clarify where the cost comes from?"
Why it works: Validates their feeling, educates on scope, doesn't apologize for price.
Objection 2: "Your Competitor Quoted £X Less"
"That's good to know you're comparing quotes. Can I ask—did their quote include [warranty/insurance/specific detail]? Often lower quotes exclude things that end up costing more later. I'm happy to match their scope if you'd like a like-for-like comparison, but I want to make sure you're comparing the same work."
Why it works: Shifts focus to scope differences, not price. Implies cheaper quotes cut corners.
Objection 3: "I Don't Have That Much to Spend"
"I appreciate you being upfront about budget. What I can do is break this into phases. Phase 1 handles the urgent work for £X. Phase 2 covers the rest when budget allows. Does that work better for you?"
Why it works: Offers a solution without dropping price. Reduce scope instead of margin.
Objection 4: "Can You Do It for £X Instead?"
"My pricing is based on the materials, time, and quality needed to do this right. If I drop to £X, I'd need to cut [specific thing—warranty, material quality, prep work]. I don't recommend that because it affects the result. Would you rather I adjust the scope to fit your budget, or move forward as quoted?"
Why it works: Explains why you can't discount without compromising quality and offers scope reduction.
Objection 5: "Why Is It So Expensive?"
"Good question. Here's the breakdown: £X for materials [list items], £X for labour [hours × rate], £X covers insurance and warranties. The biggest cost is [specific high-cost item] because [reason it's necessary]. Does that make sense?"
Why it works: Transparency builds trust. Shows you're not inflating prices arbitrarily.
Objection 6: "I Need to Think About It"
"Absolutely, this is a big decision. Before you go—is there anything specific about the price or the work itself that's causing hesitation? I want to make sure I've explained everything clearly."
Why it works: Surfaces the real objection (usually price). Gives you a chance to address it before they disappear.
Objection 7: "I Can Get This Cheaper Online/DIY"
"You absolutely can buy the materials cheaper and do it yourself. The difference is the result—I've done this 200+ times, so I know the shortcuts that cause problems and how to avoid them. Plus, if anything goes wrong, you're covered by my warranty and insurance. If you'd rather DIY, I respect that. But if you want it done right the first time, this is the cost."
Why it works: Acknowledges they have alternatives, emphasizes expertise without getting defensive.
How to Position Premium Pricing
Price objections happen when customers don't understand the value. Build value into the quote conversation before price comes up.
The Value Stack Technique
Before stating your price, list everything included so the number feels justified before they hear it.
Example: Bathroom Fitting Quote
"Here's what's included in this job:"
- • Full suite removal and disposal (saves £200 at the tip)
- • Plumbing reconfiguration for new layout
- • Tiling (floor and walls, 15 square metres)
- • Electrical work for new lights and extractor (certified electrician)
- • 2-year labour warranty + 10-year manufacturer warranty
- • Full clean-up and rubbish removal daily
- • £2 million public liability insurance
"All in, the price is £4,800. Does that work for you?"
By the time you share the price they've already heard warranty, insurance, daily clean-up, and expertise. The price feels reasonable because the value is clear.
The Comparison Anchor
Give them a reference point so they know your price is fair for the market.
Example Script:
"For reference, this type of job typically runs £4,500-£6,000 depending on materials and complexity. We're right in the middle of that range, but we're including the upgraded tile package and 24-month warranty others charge extra for."
Give Alternatives Instead of Discounts
| Instead of Discount | Offer This |
|---|---|
| 10% off total price | Extended labour warranty (2 years instead of 1) |
| £200 discount | Free annual maintenance visit (value £150) |
| Reduce hourly rate | Include a small add-on at no extra charge |
| Drop price to match competitor | Priority scheduling (start sooner) |
| Cash discount | Payment plan (50% now, 50% on completion) |
Customers feel like they "won" without you sacrificing margin. They choose value, not a cheaper price.
The 3-Step Negotiation Framework
When a customer pushes back on price, use this framework to keep the conversation productive while holding your rate.
Step 1: Acknowledge the Concern
"I understand price is important. Let me make sure I've explained the value clearly."
Step 2: Restate the Value
"This price includes [warranty, insurance, materials, expertise]. If I reduce it, I'd have to cut [specific item], which I don't recommend."
Step 3: Offer a Choice
"We can move forward as quoted, or I can adjust the scope to fit your budget. Which works best?"
Common Mistakes That Kill Your Pricing Power
Don't Do This:
- Apologizing for your price: Never apologize for what you charge.
- Immediate discounting: Dropping price teaches them to always negotiate.
- Saying "That's my final offer" then changing it: Destroys trust.
- Offering a discount without them asking: Why would they pay full price now?
- Blaming your costs: Customers care about outcomes, not your supplier invoices.
The Bottom Line
Price objections are a request for clarity, not a demand for discounts.
The Three Rules of Handling Price Objections
1. Never Drop Price Without Reducing Scope
If you discount, you're training them to negotiate every time. Reduce scope instead.
2. Sell the Value, Not the Price
Focus on what they get (warranty, expertise, peace of mind), not what they pay.
3. Walk Away from Bad-Fit Customers
Not every customer is worth having. Protect your pricing integrity.
Use these scripts, build value before you mention numbers, and hold your line. Customers who respect your price will respect your work.
Build a pricing command center in Toolfy
- •Quote templates, emergency premiums, and deposits all in one library
- •Real-time job costing shows margin before you send the quote
- •Scenario calculators feed straight into invoices and payment plans
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