Objections are a Good Thing
When a customer objects it means s/he is interested and needs to buy or wants to buy.

To Resist is Natural
The customer has every right to question or object, and the customer should expect price objections to be addressed in a straight-forward manner. A price objection could be the real objection or a smoke screen, but in either instance, it is a call for additional interaction. A price objection could be a tactic to frustrate you and reduce your aspirations. It could be just an automatic test to make sure you offered your lowest price. The customer may honestly feel the price is too high. Perhaps quotes received from the competition are much less, and you have not shown and/or gained agreement on additional value in your solution. Shame on you, not the customer.

Product or Service Price is Only One Factor
If price were the customer's only consideration, sales people would not be needed at all. Broadcast the price; man the phones, terminals, faxes, and mail rooms. Most buying decisions are not made on the basis of price alone. In fact, survey after survey of customers and buyers indicates price is not at the top of their list. Company credentials, product quality, design, and consistency, as well as service and support delivery, are just as, if not more, important than price. These things impact the cost of doing business and the bottom line.

Sell Value
Always remember that value is in the customer's eyes, not yours. Focus on the customer's agenda and what he or she perceives as value. Once determined, your job is to help the customer quantify the added value of your solution. To be meaningful, better value such as: training, preventative maintenance, less scrap, twenty-four hour hot line, and product consistency, etc. must be perceived as better by the customer and a dollar-value cost or risk determined. Now, rather than debate price, factor in what your value-add would cost if purchased separately, or how much the customer would risk if not acquired.

Don't Debate or Disparage Competition
Do not fall in the trap of bad mouthing your competitors. It serves as free advertising for them and makes you look less than professional. This does not mean you should not know everything about your competitors. To the contrary, know them very well; it allows you to emphasize the features, advantages, and benefits that set you apart.