When the Client Says “But They’re Cheaper...”

I’ll never forget this sales call.

The prospect leaned back in his chair, smirked, and hit me with the line every salesperson dreads:
“Kayvon, I like what you’re saying… but another company can do it for less.”

Now, most salespeople crumble right there.
They panic. They slash the price. They start rambling about features no one cares about.
And in that moment, the prospect smells blood.

But me? I smiled. Because I knew the truth.

Price is never the real objection.
It’s a smokescreen.
And if you know how to cut through it, that “you’re too expensive” becomes one of the easiest closes you’ll ever make.

Here’s how I did it and how you can do it too:

Step 1. Ask the Question That Cuts Through Price Objections

I looked him dead in the eye and said:
“If the price was exactly the same, who would you choose, me or them?”

The room went quiet.

Because this isn’t about price. It’s about truth.

If they say your competitor, good. You just exposed the gap.
If they say you, even better. You’ve got a golden ticket.

Step 2. Get Them Talking Themselves Into You

Do not pitch. Do not list features. Just dig deeper:
– “Why me?”
– “What else do you like about our solution?”
– “And why does that matter to you?”

Keep peeling back until they’ve stacked a mountain of reasons why you’re different — in their words, not yours.

Step 3. Reframe the Price

Then I hit him with the truth bomb:
“And those reasons right there, that is exactly why we are priced higher.”

I didn’t defend the price.
I made him defend my worth.

Step 4. Let Them Close Themselves

I finished with:
“What needs to happen for us to move forward today?”

At that point, he wasn’t saying yes to me.
He was saying yes to the vision he painted in his own words.

And he signed.

That’s how a high ticket closer wins.
Not by lowering the price, but by raising the standard.
Not by pushing, but by guiding.
Not by panicking, but by controlling the frame.

So the next time a client says, “But they’re cheaper…”
Smile.
Because you already know how this ends.

Stay sharp,
Kayvon