How to Handle Price Objections Without Undermining Value

How should sales professionals handle price objections during a negotiation?

The most effective way to handle price objections is by first reinforcing the value of your solution rather than jumping into discounting. Understand the root of the objection, ask probing questions, and only trade terms when necessary—never at the expense of your value. 

Price objections are one of the most common—and most critical—moments in a sales conversation. You’ve presented your well-researched, tailored proposal, and just when you expect agreement, your prospect pushes back: “Your price is too high.”

Keep reading to learn how to handle price objection without undermining value. In this article you’ll learn:  

• Why jumping into a price negotiation too early reduces your leverage and undermines your value.

• How to use price objections as a way to learn what truly matters to a customer.

• The value of a strategic trade and how to implement it. 

Avoid the Price Objection Trap

Most salespeople respond by immediately offering a discount or negotiating price. This is a classic negotiation trap—engaging in price talk too early, before justifying value. The result? You end up leaving money on the table or trading away value you never needed to give up.

The right way to handle price objections starts with understanding one key principle: Don’t solve the price problem—justify the value first.

How to Handle Price Objections Effectively

Pause Before You React

Resist the urge to start haggling. Instead, treat the objection as a signal to explore deeper. Ask clarifying questions: 

• Is this about budget timing?
• Could alternative delivery options affect pricing?
• Are there internal pressures influencing the objections?

Understanding these drivers allows you to adjust without giving away value.

Justify the Value of Your Offer

Before you trader or reduce your price, reinforce your solution’s unique value:

• What problems does it solve?
• What return does it generate? 
• How does it align with the customer’s strategic priorities?

Establishing a strong value foundation is essential before entering any negotiation. 

Trade Strategically—Not Emotionally

Once value is justified and the customer’s concerns are clear, you may decide to offer a trade—but never a unilateral concession. Smart trades are those where you: 

• Give up something low-cost to you but high-value to them 
• Understand the operational impact of your trade 
• Avoid accidental cost increases (e.g., more frequent deliveries, tighter timelines)

Example: A seller once agreed to ship paper on half-pallets, thinking it was a simple request. But the result was twice as many truck deliveries—an expensive accommodation that erased the pricing gains. 

Frequently Asked Questions: How to Handle Price Objections

Q: What should I say when a customer says, “Your price is too high”? 
A: Acknowledge their concern, then pivot to discussing the value your solution brings. Ask questions to understand their objectives before considering any changes in pricing or terms. 

Q: When is it appropriate to offer a discount? 
A: Only after you’ve justified the value of your offer and clearly identified the customer’s most important priorities. Discounts should be used sparingly and in exchange for meaningful commitments. 

Q: What’s the difference between a trade and a concession? 
A: A trade gives something and receives something of equal or greater value in return. A concession is a one-sided giveaway. Smart negotiators always trade—never concede. 

Q: How can I prepare for price objections? 
A: Know your value, anticipate common objections, prepare a list of acceptable trades, and practice reinforcing your solution’s ROI in terms the customer understands. 

Don’t Trade Value for Acceptance

Too many people are enamored with the concept of negotiations but very few actually are trained to effectively manage sales negotiations. Instead, what most end up doing is trying to resolve price objections and, in the end, trading away value instead of justifying it. 

Handling price objections well isn’t about having the perfect price—it’s about knowing the worth of your solution and helping the customer see it too. By slowing down, staying curious, and trading strategically, you can avoid discount traps and build stronger, more profitable relationships. 

Want to upskill your team in handling objections and driving value-focused sales conversations? Contact Richardson Sales Performance to learn about our negotiation training programs.