When a customer says the price is too high, what is the suggested first step?

When a customer says the price is too high, what is the suggested first step?

• A. Ask the customer to specify why they believe the price is too high.
• B. Offer an immediate extra discount without reason.
• C. Suggest buying a less expensive model.
• D. End the discussion.

Answer: (A)

Clarifying the exact concern behind a price objection is the first step. When a customer says the price is too high, ask them to specify why they believe that. This reveals the specific issue—whether it’s budget, perceived value, a comparison to another option, or timing—and shows you’re listening and willing to address what matters to them. With that information, you can tailor your response to highlight the value, ROI, and outcomes, or propose a fitting alternative such as a different model or a payment option. Jumping to a discount right away can erode perceived value and teach the customer to expect price cuts, while offering a less expensive model might not address their actual needs. Ending the discussion ends the chance to help them or move toward a solution.

Clarifying the exact concern behind a price objection is the first step. When a customer says the price is too high, ask them to specify why they believe that. This reveals the specific issue—whether it’s budget, perceived value, a comparison to another option, or timing—and shows you’re listening and willing to address what matters to them. With that information, you can tailor your response to highlight the value, ROI, and outcomes, or propose a fitting alternative such as a different model or a payment option. Jumping to a discount right away can erode perceived value and teach the customer to expect price cuts, while offering a less expensive model might not address their actual needs. Ending the discussion ends the chance to help them or move toward a solution.