It's too expensive, but I don't know what I should pay

Prospect:  "I had something lower in mind."

Salesperson: "What pricing did you have in mind?"

Prospect: "I'm not sure, but this is too high."

We've all been there. After carefully preparing a proposal that reflects fair market value for your expertise, your prospective client responds with those dreaded words: "I had something quite a bit lower in mind." Even more frustrating? When you ask what budget they're actually working with, they reply, "I'm not sure."

This pricing dance can be a common challenge for salespeople, but it can also be easily avoided.  Here's how to navigate this conversation productively:

Understand What's Really Happening

This objection often masks deeper issues. Sometimes clients genuinely don't understand market rates for specialized services. Other times, they're fishing for discounts without wanting to commit to a number first. In many cases, they simply haven't properly valued the outcomes your work will deliver.

Shift From Price to Value

When clients focus solely on price, they've lost sight of value. Redirect the conversation by asking: "What specific outcomes are you hoping to achieve through our work together?" This forces them to articulate what success looks like, creating an opportunity to connect your fees directly to business results.

Offer Scope Options, Not Just Price Options

Instead of immediately dropping your price, consider presenting multiple engagement options:

"Based on your feedback, let me present three approaches:

• A comprehensive solution at my original quote

• A focused engagement addressing your most urgent needs

• A phased approach where we start small and expand based on results"

This strategy keeps the conversation centered on deliverables rather than hourly rates or retainers.

Establish Budget Parameters

When clients claim uncertainty about their budget, help them establish parameters: "Most clients with your challenges typically invest between $X and $Y monthly. Where within that range would you be comfortable starting?" This approach sets realistic expectations while giving them some control.

Know When to Walk Away

Not every prospect will become a client, and that's okay. If a client consistently pushes for rates that don't respect your expertise or allow you to deliver quality work, be prepared to politely decline the opportunity. Your most valuable asset is your time – reserve it for clients who value your contribution.

Remember: Professional pricing discussions demonstrate your business acumen and set the tone for your working relationship. Handle them with confidence, clarity, and a focus on mutual value.

I've never quote Kenny Rogers -- but there's a first time for everything!  ;)

"You've got to know when to hold 'em, Know when to fold 'em"