“I’m sorry, your prices are too high” How many times have you heard these words from a customer? How do you typically respond? The bad news is, when customers tell you that your price is too high… generally they’re right. The price objection is traditionally the quickest way for a prospect to get rid of any salesperson. You will hear it almost every time you haven’t discovered a good reason for them to buy from you. So, they are right. When you hear the price objection, you have to understand that you don’t have a pricing problem as much as you have a value problem. Until you have established value—what your product or service means to the prospect —any price is too high. So not only are you at risk of losing the sale, but the cost of giving this price quote is huge and has negative implications for your whole company. Let’s see why.