Success Monday: Avoiding the ‘Your Price Is Too High’ Question

Price is one way you can set yourself apart from your competition, but sales guru Mark Hunter reminds us that to effectively serve your customer, price should not be at the forefront of the conversation. Instead, get your client or potential client to see you as a partner in helping them achieve their goals. What are those goals? Find out—that’s what will set you apart from your competition.

“Your customer does not want to buy anything, but they want you to give them solutions. The biggest challenge for you is not knowing the solution that your customer is looking for. Often, the customer doesn’t know the answer either. The customer may think they know what they want, but because it’s the only thing they know. Your job is to them get to the next level.

You can tell a customer what they should buy; however, the customer won’t believe you until they know for certain that you have the right answer. They will just keep resisting. The best way to overcome this is to ask more questions, but I’m not talking about simple questions that anyone can answer. I am referring to questions that really get the customer thinking. Until we get the customer to think, there is little chance that we will get them to change their mind.

Sales is not about taking the easy route, it’s about doing what’s right and that means helping the customer even when they don’t initially see or know how you can help them. Your customer will always feel your price is too high and they will feel that way as long as they fail to see the full value of what you have to offer.

Your goal today and every day is to ask questions that get them thinking. When you ask thought-provoking questions, you build an ongoing conversation with your customer. The deeper your conversation goes, the higher the value you create.

Your price is not too high. It is only too high in your customer’s mind, because you have failed to create enough value to warrant the price. Customers do not buy, they invest. They invest in value to achieve an outcome, and it’s your job to help them achieve that outcome.”

Mark Hunter, The Sales Hunter, is author of “High-Profit Selling: Win the Sale Without Compromising on Price.” He is a consultative selling expert committed to helping individuals and companies identify better prospects and close more profitable sales. To get a free weekly sales tip, visit