Price Objections Aren't About Price: The Psychology of "I Can't Afford This"

Sell Well: Helping Agencies Close More Deals and Grow Revenue · Jul 30, 2026 · 12m · transcript

I hate the sales advice that says when someone tells you the price is too high, you should ask them "what's the cost of your future?" It's fear tactics dressed up as strategy, and it doesn't work. I know because I've been on the receiving end of that exact line, and it made me want to hang up immediately.

This week a coaching client brought up price objections, and it got me thinking about what's actually happening in that moment. A price objection isn't really about money. It's an emotional collision. You're feeling either angry, because you feel misunderstood, or insecure, and ready to…