Handling sales objections: what to say to ‘too expensive’ and ‘I’ll think about it’

Handling sales objections starts with one simple idea: an objection is usually a question, not a refusal. When a customer says “it’s too expensive” or “I’ll think about it”, they are telling you something is still unclear: the value, the fit, the risk or the timing. The right response is not to cut the price or push harder, but to find out what sits behind the words and answer exactly that.

Why do customers object even when they want to buy?

Because buying means committing, and committing feels risky. Even a customer who really wants your service is asking whether they are making a mistake, whether something better exists, and whether now is right.

The objection is how they test that out loud. They may lack information, share the decision with someone, be comparing options, or simply need reassurance. Treat every objection as an attack and you miss the most useful information in the conversation.

Handling sales objections: a four step method

This works for almost any objection, on the phone, in a meeting or on WhatsApp:

1. Listen to the end. Do not interrupt or start answering halfway through. Sometimes the customer answers their own question as they talk.
2. Acknowledge it. “That’s a fair question” or “I understand, it’s not a small decision.” No arguing, no defending.
3. Ask one clarifying question. “When you say expensive, compared to what?” or “What’s the main thing you’d like to think over?”
4. Answer the real reason and suggest a next step. Only once you know what is behind the objection, answer it, and check that your answer actually settled it.

Step three is the heart of the method: skip it and you answer the objection you assumed, not the one the customer meant.

How do you find the real objection?

Ask a question that isolates it. The first thing a customer says is not always the real reason. “Too expensive” can hide a worry that it will not work, and “not the right time” can hide a business partner who has not heard about it yet.

A simple question helps: “Say the price worked for you, would anything else hold you back?” If the answer is “no, just the price”, you know what to talk about. If something else comes up, like “I’m not sure my team would actually use it”, you have found the real objection and can answer it.

Notice what is not said, too. A customer asking how you would get started is already picturing working with you. One giving short answers is not there yet, so ask directly what they would need to decide.

What do you say when a customer says it’s too expensive?

First find out what they mean. “Too expensive” can mean at least three different things, and each needs a different answer. Take a landscaping company that has quoted Claire for a garden redesign.

When ‘too expensive’ means ‘I don’t see what I’m getting’

This is the most common case. The answer is to explain the value in terms of what matters to the customer, not as a list of services.

“I hear you. Let’s go back over what’s included. You said you wanted a garden the children can play in all year, and that you don’t want to spend weekends maintaining it. That’s exactly what this design and the planting plan are built around.”

When ‘too expensive’ means ‘I can’t afford it right now’

Here you do not persuade, you look for a fit: a smaller scope, the work split into phases, or payment options if you offer them. If there is genuinely no fit right now, say so respectfully and agree when to talk again, rather than pushing someone into a commitment they cannot keep.

When ‘too expensive’ means ‘I’ve seen a cheaper quote’

Ask, with curiosity and without offence, what the other quote includes. Often you are being compared with something different: fewer plants, no drainage work, no aftercare. Explain the differences calmly, without criticising the competitor. And if the other offer genuinely suits them better, it is fine to let it go.

Why not offer a discount straight away?

Because a quick discount teaches the customer that your first price was not real, and invites them to ask for more. If you do want to be flexible, trade it for something: a smaller scope, a longer commitment or payment up front.

What do you do when a customer says ‘I’ll think about it’?

Respect it, and ask what exactly is left to think about. “I’ll think about it” is sometimes a real need for time, and sometimes a polite way of saying something did not convince them. The only way to know is to ask.

Say an IT support company has proposed a monthly service for a small office, and the office manager wants to think it over:

“Of course, it’s worth thinking through. So I can help, what’s the main thing you want to check? The cost, how it would work for the team, or something else?”

What happens next depends on the answer:

• If a question comes up that you can answer, answer it now.
• If they need to check with a partner or director, offer a short call with both of them, or send a summary that is easy to forward.
• If they genuinely need time, agree a specific moment: “Shall I call you on Thursday at ten?”

After the call, send a short summary of the three key points by WhatsApp or email, and put the lead into a proper lead follow-up sequence so “I’ll think about it” does not turn into silence.

Which other objections come up again and again?

Almost every business hears the same handful of objections. Have a ready answer for each:

• “I need to talk to my partner.” Offer a short joint call, or send material that answers the questions they are likely to ask.
• “Just send me something by email.” Sometimes this is a way to end the call. Ask what would be most useful to include, and agree when you will discuss it.
• “We already work with someone.” Ask what works well and what they would improve. If nothing needs improving, thank them and leave the door open.
• “Now isn’t a good time.” Find out when would be, and set a CRM reminder for that exact date.
• “I’m not sure it would work for us.” Show an example of similar work, or suggest starting with a small first step.

What should you avoid when an objection comes up?

Do not argue, do not pressure and do not disappear. Winning the argument usually means losing the deal, fake urgency damages trust, and vanishing after “I’ll think about it” leaves the customer alone with their doubts, just when a competitor might call.

How do you prepare for objections in advance?

Collect them, write answers, and deal with them before the call even starts. For every lead that does not close, record the reason in the CRM. Once a month, review the list and pick out the objections that keep coming back.

Write a short answer for each one and add it to your sales call script. Then use the same answers in your marketing: FAQs on your website, examples of your work, and clarity about what is included. An automated quote that spells out exactly what the customer gets prevents many “too expensive” moments before they happen.

What changes with objections on WhatsApp?

In writing, an objection arrives without tone of voice, so it is easy to misread. Do not reply with an essay. Keep it short, ask one clarifying question, and offer a quick call or a voice note when the topic is sensitive. Reply quickly, too, because an objection left unanswered for hours hardens in the customer’s mind. We cover this further in our guide to selling over chat.

A quick objection handling checklist

• Listen to the end without interrupting
• Acknowledge the objection before answering
• Ask one question to find what is behind it
• Never discount without getting something in return
• Every “I’ll think about it” ends with an agreed time
• Every objection is logged in the CRM and fed into the script

Objections are part of the sale

Objections are not the obstacle to a sale, they are part of it. Listening, asking and answering the real reason builds trust at exactly the moment the customer is hesitating. At Kaede Digital, the people in our outsourced sales team work with an objection bank built for each business, and log every objection in the CRM, so both the script and the marketing improve month after month.

FAQ

Should you offer a discount when a customer says it’s too expensive?

Not as a first move. First find out what they mean, because often they simply do not see what they are getting. If you choose to be flexible, trade it for something, such as a smaller scope or a longer commitment, rather than throwing in a discount to close.

What is the difference between an objection and a rejection?

An objection is a hesitation you can explore and answer, such as a question about price, fit or timing. A rejection is a clear decision that the customer is not interested. Explore objections, respect rejections, and leave the door open.

How long should you wait after ‘I’ll think about it’?

Do not wait without a date. Before the call ends, agree a time to talk again, usually within a few days, and send a short written summary. If they do not answer at that time, continue with a polite follow-up sequence.

How can a small team practise handling objections?

Collect the objections you hear most, write a short answer to each, and practise in pairs, one playing the customer and one the salesperson. A few minutes of practice a week is enough to make the answers sound natural. Update the list every month from real conversations.