Objection Handling Scripts

Free, no signup68 objectionsEvery answer sourced to the second

You sellAny service business

Money

“It’s too expensive.”

What it usually means

Almost never about the number itself. Usually it means they don’t yet believe the result will happen for them, so any price feels like too much.

What to say softer to firmer

1
It sounds like the value isn’t there for you yet. What would need to be true for our service to be worth it?
2
Is it a lot of money to you, or a lot compared with something else you’re looking at?
3
If our service did get you the result you’re after, would it be worth it? If the answer is yes, then it isn’t really the price. It’s whether you believe it’ll work, so let’s talk about that.

How it sounds an example, written by us from the scripts

ThemHonestly, it’s too expensive.

YouIt sounds like the value isn’t quite there for you yet.

ThemYeah. I just don’t know if it’ll pay off.

YouThat’s fair. Is it a lot of money to you, or a lot compared with something else you’re looking at?

ThemCompared with doing nothing, I suppose.

YouIf our service did get you the result you’re after, would it be worth it?

ThemIf it did, yes.

YouThen it isn’t really the price. It’s whether you believe it’ll work. Let’s look at that properly.

If they push back

“I still think it’s too much.”

That’s fine, it isn’t right for everyone. What would have to be true for it to be worth it to you? If the honest answer is “nothing”, I’d rather we both know now.

What the experts say 5 views

Alex Hormozi
Treat it as a value problem, not a price problem. If the result were certain, the price would feel small.
▶ 1:45:32 · The Ultimate Sales Training for 2026 [Full Course]
Chris Voss & The Black Swan Group
Before offering anything cheaper, name what you hear: “it sounds like the value isn’t there for you.” A negative left unspoken festers.
▶ 0:00 · What To Do When They Say You're Too Expensive
Jeremy Mineradds
“Too expensive” can mean no budget, a cheaper quote, or costs that add up later. Ask which before you answer.
▶ 0:24 · "It's Too Expensive" Response
Anthony Iannarinoadds
Don’t criticise competitors, defend your price or argue. Reframe the decision around outcomes, trade-offs and risk.
How to Handle Pricing Objections Without Discounting, The Sales Blog
Keenandisagrees
If their budget can’t solve their problem, that isn’t yours to fix by cutting your price. Stand behind your value.
Overcoming Price Objections by Not Making It Your Problem, A Sales Guy

For your kind of business

Selling a service

Put numbers on the result: hours saved, clients won, mistakes avoided, over a year. A service is judged against what the problem costs, so make that cost visible.

Selling a product

Point at what they get that the cheaper option lacks: quality, guarantee, support, how long it lasts. If it genuinely is the same thing, say so; honesty buys the next sale.

Don’t

Dropping the price or pitching a cheaper package straight away. It confirms your price was soft and never deals with the doubt underneath.

Next time, head it off

Build the value before the number. Sandler’s advice: talk about budget early, so the price is never a surprise.

All sources 7, each checked against the original

1:45:32Alex Hormozi The Ultimate Sales Training for 2026 [Full Course]Money objections are really about value.nothing is ever too expensive it’s just not worth it
38:36Alex Hormozi The Best Sales Training On The InternetIf it would be worth it, the objection is belief, not price.then it’s not about the price it’s about whether you believe me
0:00Chris Voss & The Black Swan Group What To Do When They Say You're Too ExpensiveLabel it (“it sounds like the value just isn’t there for you”) instead of offering a cheaper product.
0:24Jeremy Miner "It's Too Expensive" Response“Too expensive” can mean no budget, a cheaper quote, or costs that add up later.
ArticleAnthony Iannarino How to Handle Pricing Objections Without Discounting, The Sales BlogDon’t criticise competitors, defend your price or argue.You do not criticize competitors.
ArticleSandler Training Close the Sale: How to Overcome Price Objections, sandler.comPrevent price objections by talking budget early.eliminate the likelihood of its occurrence in the first place
ArticleKeenan Overcoming Price Objections by Not Making It Your Problem, A Sales GuyA budget too small to solve their problem isn’t your problem to fix.Trust the value you bring to the table and stand tall.

RaySay it relaxed. Jeb Blount’s point: the confidence you show changes the answer you get.

Nothing pinned yet · the cheat sheet prints what you’re looking at (5).

Practice mode

Get them said before a client says them.

Practise

IdeasRepay · The Comeback

Objection cheat sheet

Money objections
For: Any service business

“It’s too expensive.” Money

Almost never about the number itself. Usually it means they don’t yet believe the result will happen for them, so any price feels like too much.

It sounds like the value isn’t there for you yet. What would need to be true for our service to be worth it?
Is it a lot of money to you, or a lot compared with something else you’re looking at?

Don’t: Dropping the price or pitching a cheaper package straight away. It confirms your price was soft and never deals with the doubt underneath.

Alex Hormozi 1:45:32 · Alex Hormozi 38:36 · Chris Voss 0:00

“I can’t afford it right now.” Money

Sometimes true. Often it means “this isn’t a priority yet”, because people find money for things they’re sure about.

That’s completely fair. If you did have the budget, would this be the right thing for you?
What would have to change for it to work: the amount, the timing, or how it’s paid?

Don’t: Arguing that they can afford it. If they genuinely can’t, say so and part as friends; they may come back.

Brian Tracy, Effortlessly Diffuse the “I Don’t Have the Money” Objection · Alex Hormozi 45:19 · Matt Dixon 43:56

“I can get it cheaper elsewhere.” Money

They’re comparing prices because they can’t yet see the difference. Or they want a reason to choose you.

That’s fair, there’s always someone cheaper. If we were the same price, which would you choose, and why?
What’s making you look at us, rather than just going with them?

Don’t: Rubbishing the competitor. It makes you look worried and insults the person who shortlisted them.

Alex Hormozi 1:51:12 · Anthony Iannarino, How to Handle Pricing Objections Without Discounting · Chris Voss 0:00

“Can you do me a discount?” Money

Often a test of how firm your price is, not a condition of buying. Sometimes a sign they’re nervous and want the risk to feel smaller.

I’d rather not change the price, because it’s set to deliver the result you’re after properly. What I can do is change the scope. What would you leave out?
It sounds like price is really important to you. Is it the total, or when it’s paid?

Don’t: A quick “10% off if you sign today”. It teaches the client your price is negotiable and sets the next renewal at the lower number.

Matt Dixon 32:33 · Matt Dixon 32:03 · Anthony Iannarino, How to Handle Pricing Objections Without Discounting

“I’ll wait until it’s on sale.” Money

They want it, but not enough to feel they paid full price. The risk is that they forget, or buy elsewhere.

That’s fair. Just so you know, we don’t run sales on this, so the price you see is the price.
What were you hoping to use it for in the meantime?

Don’t: Inventing a deadline or a fake “only three left”. People can check, and it destroys trust.

Matt Dixon 32:03 · Robert Cialdini, The 7 Principles of Persuasion · Alex Hormozi 1:04:46

Full answers, reasons and source links: ideasrepay.com/tools/objection-handling-scripts

68 things clients and customers say before they say no, from “it’s too expensive” to “let me think about it”. What each one really means, what to say back in your own business’s words, and who proved it works, linked to the second they say it.

Questions

What is the most common sales objection?

Price, or at least the words “it’s too expensive”. But the research and the best sellers agree it is rarely about the number. It usually means the buyer does not yet believe the result will happen for them. Answer that doubt and the price objection often goes away.

What should I say when a client says “let me think about it”?

Ask what they are weighing up, and what would make it a no. Matt Dixon’s study of 2.5 million sales calls found most stalled deals are stuck on fear of making the wrong decision, not on preferring what they have. Finding the one missing piece now works far better than agreeing to follow up next week.

Where do these answers come from?

From over 40 named sellers, researchers and studies: Alex Hormozi, Matt Dixon, Chris Voss and The Black Swan Group, Jeb Blount, Anthony Iannarino, Keenan, Sandler Training, Robert Cialdini, Marcus Sheridan, Jill Konrath, Gong’s research on over 300 million cold calls, Harvard Business Review, the Baymard Institute and more. Every quote was checked against the original page or the video’s captions, and every video reference links to the exact second the point is made.

Is objection handling just pressure selling?

Done well, it is the opposite. The aim is to find the real concern and answer it honestly, so a buyer who should say yes is not stopped by a doubt nobody addressed. If what you sell is wrong for them, the right answer is to say so.

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