The magic happens in the middle—the 60% who resist your price, but don’t hang up immediately.
The middle is where the productive conflict is. It’s the uncomfortable zone where buyers ask for discounts and compare you to cheaper competitors and wonder if your value matches the price tag.
The best salespeople embrace this conflict zone.
Without the conflict, there’s no point to your job—the top 20% of buyers don’t even need you to convince them and the bottom 20% would never buy, no matter what you do.
You need a mindset shift to show up more confidently for the middle 60%: “They didn’t tell me to fuck off. I can work with this. This is where I make my money.”
How do you move these buyers toward conversion?
💪 Own the price. This is what it costs because that’s what it’s worth. Don’t apologize for it.
💪 Prove the value. You’re solving a problem for your buyer. They want to know: Will that solution be worth their investment? Or can they continue to live with the pain?
💪 Be confident. People can tell when you’re timid about discussing price. They can see you wince, bracing for a conflict. Believe in your product’s value and say it with your whole chest.
💪 Bring it up first. Beat them to the punch and make it a part of your pitch. You’ve got nothing to hide. Invite the conflict.
Your job is not to avoid a negative response, but to manage it.
When someone says you’re too expensive, what they’re really saying is: “I’m afraid to risk that much money if this ends up being the wrong choice.”
Show people how confident you are in your solution and your confidence will be contagious. If you remove their doubt, you can smooth over their resistance to “price”—which is really just a lack of confidence in their decision.
You don’t need to win this conflict every time. You just need to win enough times to build and sustain a business.
Kill the objection within yourself and you’ll never want to avoid a pricing discussion again.
⚡️Get Dialed-In:
Write your pitch on price. Make it short—a paragraph is fine. Practice it. If you know you’re expensive, try something like:
Sometimes, buyers tell us we’re on the expensive end. Is this a concern for you—or do we fall within your budget?
Or:
We’re priced higher than our competitors. Let me show you what we do differently and why I believe you’ll get a bigger return on your investment with us.
