The Script to Crush the “It’s Too Expensive” Excuse

Years ago, I stood outside a prospect’s door, heart pounding, replaying the words in my head: “It’s too expensive.” 

That phrase used to crush me.

I wasn’t the most talented salesperson. Hell, I started with commission-only, door-to-door sales. No base salary, no safety net. If I didn’t close, I didn’t eat. And early on, I didn’t eat much.

But over time, I discovered something powerful: selling was never about selling. It was about leading people to see the cost of staying stuck. That shift changed everything.

Here’s how I handle the dreaded “It’s too expensive” objection without discounting or begging:

Step 1: Acknowledge Without Caving
“I hear you. Let me ask… aside from the price, do you believe this is the right solution for you?”

Step 2: Anchor Them in Value
“Okay, let’s set price aside. Why do you believe this is the right fit for you?”
(Let them list out the benefits. Now they’re selling themselves.)

Step 3: Reframe the Real Cost
“Here’s what I know: doing nothing is the most expensive option. What does it cost you to stay stuck for another six months?”

(Silence. Let them feel it.)

Step 4: Shift Toward Ownership
“So if this is the right solution, and you know the cost of inaction, what needs to happen for you to move forward?”

At this point, they’re no longer debating your price. They’re calculating the cost of inaction. They’ve convinced themselves why this matters.

Discounts don’t build conviction. Leadership does.

The truth is, objections aren’t barriers, they’re invitations. Invitations to dig deeper, to lead, and to create clarity when someone is stuck in fear or indecision.

And once you learn how to guide prospects this way, selling stops feeling like pressure and starts feeling effortless.

That’s exactly why I wrote PITCH ME, a proven formula to help you close sales naturally, without tricks or pushiness.

Read more here

Stay unbreakable,
Kayvon