The price objection killer you’re not using

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Hearing “that’s too expensive” in sales is like watching your WiFi drop mid-Zoom call—panic sets in, and bad decisions follow.

Most reps either scramble for a discount or start listing features like a human product brochure. But there’s a smarter way to handle price objections without slashing your margins.

And it’s backed by Harvard research. The trick? Make your price feel as small as a daily coffee habit instead of a major life expense. Here’s how it works.

SALES

The daily cost close

People who say "it’s too expensive" have never done the math on staying poor.

Most salespeople freeze when they hear "that's too expensive" - then fumble into discounts or feature comparisons. Lame. There’s a better way to downsell without discounting.  

Harvard Business School Professor John Gourville's research figured out people are significantly more likely to buy when prices are broken into smaller daily amounts versus larger payments less often. It was called the "Pennies-a-Day" study if you’re curious.

Why it works: People judge daily amounts against daily purchases (coffee, lunch) but judge monthly amounts against big expenses (rent, car). You want them comparing your solution to coffee, not their mortgage.

When to use it: (NOT AS AN OPENING STRATEGY!)

- Already hit a price objection

- Selling to budget-conscious customers

- Need to overcome sticker shock

- Making a final close

Here's how to use this hack: First, say your price is $1200 for 6 months. This anchors the number. Then, if they say no, break it into absurdly small daily amounts. It’s like a pseudo price drop.

For example:

"Our executive program is $12,000 per year... [if they object] 

Look at it this way - that's just $33 per day to solve this problem. You're spending more than that on employee turnover right now..."

And here's what makes this lethal: After showing the daily cost, hit them with. "Would you say [Starbucks/lunch/etc.] is worth more to you than getting unstuck?"

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SOFTWARE

Top tools

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