Often your sales prospect’s objection is not their true, actual objection but only its verbal manifestation.
“Your price is too high” most likely means they simply don’t see sufficient value to justify the price you’re asking.
But, in what way don’t they?
Keep in mind, THEY might not know either. They may simply have a “Spidey-sense” type of feeling that there’s something missing, or otherwise not quite right. But since they don’t know what it is, they default to a standard buyer objection.
This is very natural. It’s…human nature.
Your job, at this point, is to — tactfully and empathetically — work within the objection in order that you BOTH are able to discover their actual objection; the root cause of their discomfort.
Only then can you proceed within the actual context, working together as partners to reach the correct conclusion and appropriate action.
If you simply use a “standard answer” to the “your price is too high” objection (or any of the other usual default objections) then you could actually be providing the perfect response…to the wrong objection.
As a helpful exercise think back on some objections you’ve received in the past that, when you answered them, didn’t then advance the sales process. Ask yourself if there were some questions you might have asked instead that may have led to a deeper understanding and a better outcome.