Overview
Price objections are mishandled because salespeople hear "too expensive" and respond with discounts rather than questions. A price objection is almost never simply about the price — it's about the buyer's calculation of whether the price is justified by the value. Responding with a discount before understanding what the buyer is comparing the price to, what value they've recognized, and why the price feels wrong, concedes margin without addressing the underlying concern.
The Price Objection Handling Framework diagnoses the objection type, provides specific response language for each type, and establishes when a price concession is actually warranted vs. when holding price is the correct response.
Key Features
Four-type price objection diagnosis
Single diagnostic question
Type-specific response language
Value restatement in buyer's own numbers