By Paul Reilly
Recently, I met with a firm to improve our digital marketing footprint. During our meeting, his thought-provoking questions challenged me to think deeper about our core mission and how to craft a compelling story around it. It was a strong discovery call—he identified key areas of my business that needed attention.
We discussed the budget, and the fee aligned with my expectations. He explained how the process would work and tried to move the sale forward, but I wasn’t ready to commit—I needed time to think.
A few days later, the salesperson followed up, eager to advance the sale. He provided a few more details, but it was unclear how these details would help me reach the desired outcomes. His presentation was an onslaught of corporate buzzwords and product features—full of flash but short on substance. When he finally asked for my commitment, I responded, “I’m sorry, but the fee is outside my budget. I appreciate your time, but it’s not going to work out.” I decided not to make the investment.
Looking back, I realized something: I wasn’t being honest with the salesperson. Here’s the truth behind the price objection…the price wasn’t too high. In fact, the fee was well within my budget. The real issue? He didn’t sell me on the idea. He didn’t convince me that his solution would deliver my desired results. He failed to present a compelling case to partner with his company. Price had nothing to do with my decision—it was just an “easy excuse”.
So why didn’t I tell him the truth?
Well, I liked the salesperson. He was professional and personable. Telling him, “It’s too expensive,” was simply the easiest way to let him down gently. It allowed me to reject the deal without rejecting him. And just like that, the sale was lost—not because of price, but because the value wasn’t clear.
How many of your customers use price objections as an “easy excuse”?
Our research shows that price is the deciding factor 17% of the time. So, if price isn’t the real issue, what is? Blaming price is a convenient way to protect our pride. It’s easier to say, “I lost the deal because of price,” rather than admit, “I didn’t make a compelling case.” Instead of relying on price as an excuse, ask yourself these three critical questions:
Did I communicate a compelling message?
Most sales messaging falls flat because it blends in. To stand out, your message must be unique or at least uniquely delivered. More importantly, it must clearly connect your solution to the customer’s long-term goals. Customers must recognize how your solution impacts them in a meaningful way. The impact should be compelling enough for customers to justify the investment—impact compels the buyer to act.
Did I create “aha” moments?
Customers are more likely to trust their own discoveries than accept a salesperson’s claims. That’s why “aha” moments are so powerful. Self-discovered insights are a stronger justification for change. To create these moments, ask yourself:
- How will I equip this customer to make a better decision?
- How will I challenge them to think differently?
- What don’t they know about this decision that could shift their perspective?
In an internal study, we asked decision-makers, “how can salespeople create more value?” The top response? Deliver meaningful insight early in the decision-making process. Are you engaging customers soon enough? Are you providing insights that reshape their thinking?
Did I uncover real problems and pain points?
Pain creates urgency and problems create opportunities. Without a strong reason to change, there’s no motivation to act. Think about it: You’re more likely to take aspirin if you have a headache. Yet most salespeople fail to uncover their customers’ biggest headaches.
At your next sales meeting, discuss these questions:
- What are the common pain points throughout the end-to-end customer experience?
- What frequent mistakes or inefficiencies do they face?
- What market trends are negatively impacting them?
The bottom line: price is often a smokescreen. Customers want more than a cheaper price. They need confidence in your solution, trust in your expertise, and assurance that the sacrifice is worth the gain. Your ability to win the sale depends on your ability to sell the customer on change. Customers will commit when your message is compelling, thought-provoking, and directly alleviates their pain. So before assuming price is the problem, take a closer look—it might just be an excuse.