You may be listening to your customers too much
Let's talk about pricing.
Imagine yourself on a sales call. You have a good conversation, you present your offer, and then the dreaded words: "It's too expensive."
And even though you might deal with it once or twice, what if it happens four or five times in a row?
Confident in your prices or not, it’s hard not to panic: do I offer discounts? Lower pricing completely?
But what if "too expensive" isn't about your price at all?
Before changing prices, consider if the issue is really the number, or its context.
Are you listening to the right feedback?
Getting pricing feedback from discovery calls, sales meetings, or cold emails where prospects throw out a price objection can be misleading. You have to stop and ask: who am I talking to?
A price that seems outrageous to one market segment might be an absolute bargain for another with a different set of problems and a much larger budget. Different markets have entirely different perceptions of value. Think about it: why some charge $50 bucks for a logo, while others thousands?
Basing your entire pricing strategy on rejection from the wrong audience is like asking vegetarians to review a steakhouse. The feedback is valid only for them.
It’s not the price, it’s the presentation
This is critical: how you present the price often matters more than the price itself. When a prospect says you're too expensive, what they're often really saying is, "I don't understand the value you're offering for that price."
If your value proposition isn't crystal clear and directly tied to a painful problem they're experiencing, any price will feel too high. The discussion shouldn't be about the cost, but about the return on investment and the future state you enable.
That's also why it's so beneficial to position your offer as close to conversion as possible. Consider this: when I sell popups which collect emails, the return on that investment is a list of emails. When I sell popups which stop people from abandoning carts and increase conversions by 10%, the return on that is easily calculated monetary value.
Selling a price tag is easy, you just have to offer a big enough discount. Selling transformative value is how you make the price tag an afterthought and get much bigger and better clients.
Escape the comparison game
This is the biggest trap of all. If you frame your offer by constantly looking over your shoulder at the competition, you've already lost.
When you position yourself directly against competitors, you invite a feature-for-feature, dollar-for-dollar comparison. In that world, you're always either "too expensive" or "too cheap." You're a commodity.
The real goal is to become incomparable. To be "one of a kind."
When you carve out a unique position, solve a problem in a unique way, or build a brand that stands for something different, the conversation shifts. You're no longer just another option on a checklist – you become the only option. And when you're the only viable option, your price is simply what it costs to get the unique result you deliver.
So the next time you hear "it's too expensive," don't just think about lowering your price. Instead, ask yourself:
Am I talking to the right market?
Have I made the value undeniably clear?
Have I successfully escaped the comparison game?
The answer to those questions is far more valuable than any discount you could ever offer.
So, what would you like to see in the next newsletter? I'm torn between two topics and could use your help deciding. Should I dive into:
🔥 How to become "one of a kind" go-to choice - Breaking down the steps to create a truly unique position in your market
💰 How to present value so pricing doesn’t matter - Tactical frameworks to make price an afterthought in your sales conversations
Drop the corresponding emoji in a reply and let me know which would be more valuable to you right now.
What's your vote?