Price vs. Value: How to Turn "It's Too Expensive" into Your Greatest Sales Tool

 Price vs. Value: How to Turn "It's Too Expensive" into Your Greatest Sales Tool

“It’s too expensive.”

If you’re in sales, you’ve heard this objection a thousand times. But what if this wasn't a rejection, but a crucial signal from your customer?

Let’s reframe it.

When a customer says, “It’s costly,” take it as a compliment. They’ve already seen significant value in your offering—they recognise its worth and are mentally weighing its impact. The objection isn't about the number; it's about justification.

Conversely, when they say, “It’s expensive,” it often means the value hasn’t clicked yet. Your job isn't to defend the price, but to build the value bridge between their need and your solution.

The Pen Analogy: How Price Changes Perception

Think about a cheap pen you bought for a few rupees. Do you treasure it? Probably not. You might misplace it, lend it without a second thought, or forget it entirely. Its low-price tag makes it disposable.

Now imagine a premium pen—a gift or a personal indulgence. You handle it carefully. You know exactly where it is. You think twice before lending it. Why? Because you invested more, you inherently value it more.

This principle applies everywhere: from a luxury pen to an extravagant buffet. When we pay a higher price, we’re psychologically committed to maximizing its worth.

 

 

Shift the Focus: From Product to Purpose

If your sales pitch centers on features and specs, you’re inviting a price debate. But when you focus on the customer’s needs, desires, and desired outcomes, something shifts.

Your product is no longer a line item—it becomes the key to their success, peace of mind, or growth. The price doesn't disappear; it just moves to the back seat. The conversation becomes about return, not cost.

The Mercedes and Maruti Mindset

Consider this: Mercedes-Benz sells. Maruti Swift sells. In fact, the same person might own both. They aren't just buying cars; they’re buying different kinds of value. One serves status, comfort, and performance. The other serves practicality, efficiency, and reliability. Price wasn't the sole deciding factor—perceived value for a specific purpose was.

Your product is the same. It’s not for everyone. It’s for the customer who sees in it the unique value they can’t get elsewhere.

Your Turn: The Ultimate Question

Here’s a simple exercise. Look around and ask yourself:

“How many premium products do I own, and why do I own them?”

Your answers—quality, experience, brand trust, time saved, joy gained—are the very reasons your customers will buy from you.

Stop defending the price. Start demonstrating value. When you do, “costly” becomes an invitation to close, not an objection to overcome.

M.L. Narendra Kumar