Price objections are something every business faces, and at Simply Print, we’ve learnt that how you handle them can make or break the conversation.
Here’s a methodical approach we use to navigate price resistance without compromising value:
1. Listen Actively
Before jumping to defend your price, really listen to your customer. Understand the root of their hesitation. Often, it’s not about the price itself—it’s about timing, cash flow, or uncertainty. Let them talk, and show you’re genuinely interested in their situation.
2. Repeat and Reaffirm
If a customer puts up a wall to your price, repeat their concern back to them. For example: “So what you’re saying is you’ve had a few unplanned bills and need to watch your finances. Is that correct?”
This step is very powerful. It shows you’ve heard them and aren’t just pushing a sale. They’ll usually answer YES, which opens the door to the next phase.
3. Ask for Permission to Go Deeper
Next, ask: “Can I ask a question about that?”
Again, they’ll say YES. You now have permission to explore their objection without triggering defensiveness or putting them in a state of “reactance”. This is the state where people will shut down completely because they feel their ability to choose is about to be taken away from them.
4. Explore the Outcomes
Ask them: “What would likely happen if you didn’t go ahead with this?”
They might respond with something like, “Well, obviously I wouldn’t have any brochures to hand out.”
Then ask: “What would likely happen if you did go ahead with this?”
Perhaps they would reply with, “Well, I’d have some lovely new brochures to start promoting my business.”
5. Lead to a Logical Conclusion
Then finish with: “Based on what you just said, does it make sense that we go ahead with this?”
This gentle but logical sequence leads the customer to their own conclusion—without pressure, without manipulation.
6. Sell the Value, Not the Price
Remember, price is not your selling point—your service is. There will always be someone offering a cheaper price. That’s why it’s essential to position yourself as the expert. Talk about what makes your service valuable, reliable, and impactful. Share stories, show samples, offer insights. That’s what builds trust.
This strategy has worked very well for us at Simply Print. It’s respectful, authentic, and helps the customer make a decision based on value—not just dollars.
Because at the end of the day, it’s not about convincing someone to buy. It’s about helping them feel good about their decision to choose you.
