Which approach best responds when a prospect says your price is too high?

• A. Immediately offer a discount.
• B. Reiterate ROI, compare to alternatives, offer phased or bundled options, and confirm value drivers.
• C. Walk away.
• D. Focus on features.

Answer: (B)

When a prospect says the price is too high, the best move is to shift the conversation from cost to value. Reaffirm the return on investment you're offering, show how your solution compares to alternatives in terms of total value, and present flexible options that fit their budget or risk tolerance. By highlighting value drivers—such as faster time to value, reduced risk, or lower ongoing costs you deliver—you help the buyer see the financial and strategic benefit, not just the sticker price. Offering phased or bundled options gives a path to adoption that aligns with their spending cycles, while still maintaining the integrity of the value proposition.

This approach matters because discounting immediately can erode perceived value and anchor the buyer to the lowest price rather than the best outcome. Simply focusing on features misses the business impact and leaves ROI unspoken. Walking away ends the opportunity, and concentrating only on features fails to address the buyer’s real concern about cost and outcomes.