When a customer says you’re too expensive, don’t defend your price. Say, “I hear that from time to time. Out of curiosity, what makes you say that?” Then stop talking. That one question tells you whether you’re facing a comparison problem, a budget problem, an expectation problem, or a decision-maker problem.
Why Contractors Get This Objection Wrong
You spent an hour at the house. You built rapport, inspected the project, put together a professional proposal laying out everything you’re going to do. Then the homeowner looks at your number and says, “Wow, you’re too expensive.”
And what happens next? The shield goes up.
We use better materials. We’re licensed and insured. We’ve been doing this 20 years. Our crews are amazing. We’ve got great reviews.
Before you know it you’re negotiating against yourself and giving away profit to somebody who never asked you for a discount.
The mistake isn’t the price. The mistake is treating that sentence like a conclusion. It’s not a conclusion. It’s the beginning of a conversation.
Think about it. You’ve paid more for something before. A better truck. A better tool. A better vacation. A better restaurant. People spend more money every single day when they believe they’re getting more value. So when a prospect says you’re too expensive, that’s usually not the real objection. It’s just the first thing that came out of their mouth, because that’s what people are trained to say.
What to Say When a Customer Says You’re Too Expensive
Here’s the exact reply:
“Hey, I hear that from time to time. Out of curiosity — what makes you say that?”
Then shut up.
Not defending. Not explaining. Not discounting. Not panicking. Just curious.
Two things happen when you ask it that way. First, you stop prescribing and start diagnosing. Second, you turn the table. A second ago you were backed into a corner defending your number. Now they’re the one explaining their position.
Tonality matters here more than the words do. This is asked with curiosity and empathy, not with an edge. The contractor who asks the best questions usually wins the job.
What Are the Four Things “Too Expensive” Actually Means?
Whatever comes out of their mouth next is the real issue. It’s almost always one of four.
“You’re $8,000 more than the other guy.”
That’s a comparison problem. They’re bidding this out and you look the same as everyone else on paper. Nothing to do with their budget.
“We only wanted to spend about $20,000 on this.”
That’s a budget problem. They may want you badly. They just don’t have the money sitting there.
“We weren’t expecting it to cost this much.”
That’s an expectation problem. Somebody — maybe you — never set the number early enough in the process.
“My husband thinks we’re spending too much.”
That’s a decision-maker problem. You’ve been selling to one person on a two-person decision.
Four people said the exact same sentence. Not one of them had the same problem. That’s why you never answer the objection until you understand the objection.
What’s the Best Follow-Up Question After a Price Objection?
Once they’ve explained themselves, hit them with this one:
“Let’s assume for a minute our prices were exactly the same. Which company would you hire?”
Then shut up again.
This question is gold because it separates two things contractors constantly confuse.
If they say, “We’d hire you” — and that’s the most common answer — price isn’t your problem. Money is. Those are different. Follow it with, “I appreciate that. Out of curiosity, what makes you say that?” and watch them build your case for you. They see the value. They trust you. They want you. They just don’t have the cash. Now you’re solving a money problem, and scope, phasing, and payment terms are all on the table.
If they say, “We’d probably go with the other company” — you’ve got a value problem. They don’t see enough daylight between you and the next guy. No discount on earth fixes that, and now you know what conversation has to happen next.
What Should You Never Say When Someone Pushes Back on Price?
These kill deals:
- “We use better paint/materials.” Everybody says that.
- “We’re licensed and insured.” That’s the bare minimum. Everybody says that too.
- “Our crews are amazing.” Same. Says nothing.
- “Let me see if I can sharpen my pencil.” This one’s the kiss of death.
That last one does permanent damage. The second you discount before you understand the problem, you’ve taught the customer your first price wasn’t real. And you’ve handed them control of the conversation for the rest of the job.
Where Did the Price Objection Actually Come From?
Here’s the part nobody wants to hear. Price objections are symptoms. The real issue happened earlier.
Maybe you never uncovered their true motive and sold them on your reasons instead of theirs. Maybe you never discussed money in pre-qualification. Maybe you never set expectations on what this kind of project costs. Maybe you never got all the decision makers in the room. Maybe you never separated yourself from the four other guys, so you all looked alike and the only thing left to compare was the number.
The close is won long before you present the proposal. If you want to cut price objections at the source, that work happens on the phone, before you ever get in the truck.
Your Fight This Week
Next time you hear it, don’t grab your shield. Grab your stethoscope.
- “I hear that from time to time. Out of curiosity, what makes you say that?” Then stop talking.
- Sort the answer: comparison, budget, expectation, or decision maker.
- “If our prices were exactly the same, which company would you hire?” Then stop talking again.
- Don’t say a single word about paint, insurance, crews, or sharpening your pencil.
Stop acting like a quote machine and a professional proposal writer. Start acting like a sales professional.
Want to know where your sales process is leaking before the objection ever shows up? Take the free Sales Leak Scorecard — a few minutes, and it shows you exactly what’s costing you jobs.
If you want this drilled and roleplayed until it’s automatic — handling objections, talking money, uncovering motive, running the conversation with total confidence — that’s what we do inside The Command. And if you’re ready to fix the whole business behind the sales problem, that’s Battleground.
Now go build a business worth having.
Frequently Asked Questions
How do you respond when a customer says you’re too expensive?
Respond with curiosity, not defense. Say, “I hear that from time to time. Out of curiosity, what makes you say that?” and then stay quiet. The answer tells you whether the real issue is a competing bid, a budget ceiling, an expectation gap, or a decision maker who isn’t in the room.
Should you lower your price when a customer says it’s too high?
No. Discounting before you understand the objection teaches the customer your first price wasn’t real, and it hands control of the conversation to them. Find out what’s driving the pushback first. If it turns out to be budget, change the scope or the payment terms, not the value of your work.
What question should you ask after a price objection?
Ask this: “Let’s assume for a minute our prices were exactly the same. Which company would you hire?” If they say you, price isn’t the problem — money is. If they name your competitor, you have a value problem, and no amount of discounting will fix it.
Why do customers say you’re too expensive?
Most customers say you’re too expensive out of habit, not analysis. It’s the first sentence that comes out when the number is bigger than they pictured. People pay more every day for trucks, tools, and vacations when they believe they’re getting more value. The sentence is the start of a conversation, not a verdict.
How do you stop getting price objections in the first place?
Price objections usually trace back to the pre-qualification call. Talk about money before you drive out, uncover why the customer is really buying, set expectations on cost range, and get every decision maker in the room. Most objections at the proposal are gaps from earlier in the process showing up late.
Related: How do I stop competing on price with other contractors?