Discovery earns you the right to close — but you still have to handle concerns, agree terms and ask for the business. Done well (and ethically), this is where skill really shows.
Handling objections
Objections are normal and often a buying signal (they're engaging). A reliable approach:
- Listen fully — don't interrupt or get defensive.
- Acknowledge & empathise — "That's a fair concern."
- Clarify — ask a question to understand the real objection (often it's not what they first say).
- Respond — address it honestly with evidence or a reframe.
- Confirm — check you've resolved it, then move forward.
Common objections: price ("too expensive"), timing ("not now"), need ("we're fine"), trust ("never heard of you"), competition. Prepare calm, honest responses for each.
The price objection
Don't cave immediately. Reconnect to the value you established in discovery, quantify the ROI, and understand what "too expensive" really means (versus what, or versus budget?). Discounting too fast trains customers to push and erodes margin.
Negotiation
- Negotiate on value, not just price.
- Trade, don't just give — every concession should get something back ("I can do X if you can commit to Y / a longer term / a case study").
- Know your walk-away and protect it.
- Aim for win-win — the goal is a deal both sides feel good about and that lasts.
Recognising buying signals & closing
Buying signals: talking about implementation, asking about pricing/terms, involving others. When you see them, ask for the business clearly and confidently — e.g. "Shall we get started?" or "What's the next step to move forward?" Closing isn't a trick; it's naturally asking for a decision once you've earned it.
Integrity always
Never oversell, misrepresent or pressure someone into a bad decision. A pushy win you shouldn't have made costs you the renewal, the reputation and the referral.
Put it to work
Write your best honest response to "your product is too expensive". Then try the objection handling & close lab.