How to Handle a Price Objection in English (Sales)

1 Example dialogue

Read the conversation. Then read it out loud. Try both parts.

Daniela sells software to companies. Her client, James, has just seen the price.

James Honestly, Daniela, it looks good, but it's quite a bit more expensive than we expected.
Daniela I understand. Thanks for being honest. Can I ask what you're comparing it with?
James We had a quote from another supplier, and it was about 20% cheaper.
Daniela That's helpful to know. Did their quote include training and support?
James I'm not sure, actually. I'd have to check.
Daniela That's often where the difference is. With us, training and support are included for the first year. So the real difference might be smaller than it looks.
James OK, that's a fair point.
Daniela How about this: I'll send you a side-by-side comparison, and we can talk it through on Friday. Would that be useful?
James Yes, that would be really useful.

These are the most useful phrases from the dialogue, with what they mean and when to use them.

“I understand. Thanks for being honest.”
Start calmly. Don't argue or defend the price immediately. Thank the client for telling you.
“Can I ask what you're comparing it with?”
A polite question to find out what "expensive" really means for this client.
“That's helpful to know.”
Shows you are listening. It keeps the conversation friendly.
“That's often where the difference is.”
A soft way to show the other offer might not be the same, without criticising the competitor.
“The real difference might be smaller than it looks.”
Changes the focus from price to value. "Might" keeps it polite, not pushy.
“How about this: ...”
A friendly way to suggest a next step or a solution.

UK / US: Very common in both British and American English. "Shall I...?" is a more British alternative.
“Would that be useful?”
Ends with a question, so the client agrees to the next step.

Answer each question out loud, not in your head. Use the key phrases. If you can, record yourself on your phone and listen back.

A client says, "It's too expensive." Give a calm first answer and ask a question.
Explain one thing that makes your product or service better value than a cheaper option.
Suggest a next step using "How about this: ...".
A client says, "We're happy with our current supplier." How do you reply politely?
Think of a real objection you hear at work. Practise your answer out loud three times.

Many learners make these mistakes in this situation. Here is the natural version.

Not: No, it's not expensive. It's a good price.

Say: I understand. Can I ask what you're comparing it with?

Arguing with the client makes them defensive. First accept their feeling, then ask a question.
Not: The other company is bad. Their product is cheap quality.

Say: Did their quote include training and support?

Never criticise competitors directly. Ask questions that help the client see the difference themselves.
Not: OK, I can give you 20% discount.

Say: Before we talk about price, can I show you what's included?

Don't give a discount too quickly. Talk about value first. (Also: "a 20% discount" needs "a".)
Not: You must decide by Friday.

Say: Would it be possible to have a decision by Friday?

"You must" sounds like pressure. A polite question works better, especially with British clients.