4 Kinds of Too Expensive

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Have you ever come to the end of a great
prospect call and heard, “I’d love to, but
it’s too expensive.”

Jerri was superb coach and trainer, but
selling made her nervous.

Whenever she heard,
“It’s too expensive, ”Jerri made the
rookie mistake of talking back to her

Rookie Mistakes:

  1. “Not when you compare the value you’ll be getting.”
  2. “This program is actually half my usual rate.”
  3. “Do you know what Tony Robbins charges?”
  4. “Can you afford not to invest?”
  5. “What will happen if you don’t invest in yourself now?”

And more often than not, the prospect would hang
up with, “Let me think about it.”

And Jerri would follow up, and hear,
“Thank you for calling, but I can’t make a
decision now.”

Jerri was suffering and so was her income.

Jerri didn’t know was that there are
4 kinds of “too expensive,” and she didn’t
know how to find out which one she was
up against.

Here are the 4 kinds of “Too Expensive.”

The 4 Kinds of “Too Expensive”

  1. “I don’t have the money– period.”
  2. “I don’t know whether this is worth it.”
  3. “I don’t know whether this compares favorably to other options.”
  4. “I think that this is worth it, but I’m not sure I want to spend the money.”

Jerri stopped trying to answer the “too expensive” objection.

She started asking questions instead.

Jerri realized that she had to find out which “too expensive”
she was dealing with.  Otherwise the conversation turned into:
“Who, me? Expensive?  I’m not expensive. Not when you consider the value…”

This was the deadly trap Jerri had fallen into.
All she got was excuse after excuse.

She could not find the real deal-stopper,
So she couldn’t deal with it and close her client.

Finding the Real Excuse

Jerri learned to gently ask questions, such as:

  1. “Well, I mean, will they switch off the electricity if you spend the money?”
  2. “You know, having listened to your friends who’ve done the course, you think you personally can do it? They did it, but it depends upon you…
  3. “So, you’re saying that yes, you see yourself doubling your revenue. Do you think there’s an easier, cheaper way of doing it?”
  4. “You said you’ve misspent money in the past on programs? Do you feel that this could happen again with the one here?”

Faster than she could imagine, Jerri’s prospects
began to open up to her, because people tend to get
very honest when they feel respected.

And she was able to help them see what was really stopping

And by remaining neutral and questioning, Jerri helped
her prospects make a good decision – which frequently
became – to work with her.

Jerri began to sign client after client.
Her business began to grow, and so did her new-found

Don’t settle for the first “too expensive” you hear.
It’s a smoke screen.
Keep asking.

© Ann Convery
Sales Training Consultant


  1. I believe people are unwilling, even if able, to pay for a service they don’t think they need, or believe they could do themselves. In fact, such people seldom perform the highest quality rainmaking work for themselves. I teach rainmaking to clients who have their own clients. To use my and my clients’ time well, I honor this rule – back off from unwilling prospects if the potential client does not want to hire anyone.

    Then put the potential client on Google alert, and share your thoughts when you read news of import. The client will care that you have noticed and helped. Often they will also realize that if you care about them and help when they are not a client, your more active work is worth buying. It does work.

    • Hi K.C.,
      Thanks for your excellent response. This post is intended to show how to separate the clients who are willing from those who aren’t, so that you don’t waste time on the ones who really are unwilling or unable to move forward. Many times a highly engaged prospect will tell you “it’s too expensive” when what they really mean is, “I’m very interested but nervous.” Teasing out that kind of difference is the gist of the article.
      The Google alert for the unwilling prospect is a terrific idea, thanks for sharing it.

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