Handling Price Objections: Scripts That Actually Work

Every contractor faces the dreaded "That's more than I expected" response. How you handle this moment determines whether you close the deal or lose it to a cheaper competitor.

The good news? Price objections are often not about price at all.

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Why Customers Object to Price

Before we dive into scripts, understand what's really happening:

What They Say	What They Often Mean
"That's too expensive"	"I don't see the value yet"
"I need to think about it"	"I'm not convinced you're the right choice"
"Can you do better on price?"	"I want to feel like I got a deal"
"The other guy was cheaper"	"Convince me why you're worth more"

Key Insight: 70% of price objections are actually value objections in disguise.

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The 5-Step Framework

Step 1: Acknowledge

Never dismiss their concern. Show you understand.

"I completely understand. This is a significant investment, and you want to make sure you're making the right decision."

Step 2: Isolate

Make sure price is the only concern.

"If the price were right, is this the project you'd want to move forward with?"

Step 3: Reframe Value

Shift from cost to investment.

"Let me show you what's included in that price and why it matters for your project..."

Step 4: Compare Apples to Apples

If they mention a cheaper competitor:

"I'd love to understand what's included in their quote. Often the difference comes down to [materials/warranty/prep work]."

Step 5: Create Urgency

Give them a reason to decide now.

"I have two slots open next month. If we can finalize today, I can lock in this price and get you on the schedule."

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Scripts for Common Objections

"That's more than I expected"

"I hear that sometimes. May I ask what you were expecting? ... I see. The difference usually comes from [specific value point]. Let me show you why that matters for a project like yours."

"I need to get other quotes"

"Absolutely, you should feel confident in your decision. When you're comparing, make sure to ask about [warranty/materials/timeline]. Would it help if I put together a comparison checklist for you?"

"Can you match this lower price?"

"I could lower the price, but I'd have to remove [specific item]. Most of my customers find that [item] is worth the difference because [benefit]. Which approach would you prefer?"

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The "Feel, Felt, Found" Technique

This classic sales technique works beautifully for price objections:

"I understand how you feel. Many of my customers felt the same way initially. But what they found was that the quality of materials and our warranty gave them peace of mind that was worth the investment."

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When to Walk Away

Not every customer is your customer. Red flags:

• They're only focused on price, not quality
• They've already decided on the cheapest option
• They're disrespectful of your time or expertise
• The budget is genuinely too low for the project

Remember: A bad job at a low price hurts your reputation more than no job at all.

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Key Takeaways

• Price objections are usually value objections
• Always isolate the objection before addressing it
• Reframe cost as investment
• Be willing to walk away from bad-fit customers

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Practice Makes Perfect

Role-play these scripts with a friend or family member until they feel natural. The best contractors handle objections smoothly because they've practiced hundreds of times.