What to do when they say “too expensive.”
By Brian Sullivan, CSP – PRECISE Selling
Let’s be honest – there’s nothing quite like putting together a killer presentation, mapping out the solution, maybe even showing up with warm donuts, and then hearing the words:
“Yeah, but your price is just too high.”
Cue the internal scream.
Price sensitivity is the new national pastime. With tariffs climbing, budgets shrinking, and procurement departments auditioning for Shark Tank, it’s easy to feel like you’re constantly on the defensive. But here’s the good news:
The best reps don’t play defense. They reframe the game.
If you’re tired of getting squeezed, ghosted, or hit with last-minute price objections, I’m going to give you the playbook for flipping the script – and becoming that rep buyers remember.
First, stop apologizing for price
Look, I get it. We all want to be liked. But unless you’re planning on handing out coupons with your quotes, it’s time to ditch the apologetic tone.
“Yeah, our price is a little higher but –”
No. Stop. You lost me at “little.”
Instead, try this:
“I know you’re under pressure to reduce spend. The real question is – what would a delay in this product line cost your team, your patients, or your reputation?”
Boom. You just shifted the conversation from price to impact. From transaction to trust.
Your real job? Risk manager, not product pusher
If you’re still selling features and hoping someone notices the ROI on page four of your brochure, you’re playing checkers in a chess match.
Top reps – the ones who own the room – know that the cost of the wrong decision is far greater than the cost of their product.
Want to test it? Next time someone says a competitor is “cheaper,” ask:
“How’d that cheaper option work out the last time?”
(Spoiler: it didn’t.)
Use these 3 “price flippers” in your next call
These questions don’t just redirect the conversation – they elevate it.
1. “What are you hoping to accomplish with a switch?”
Translation: Are you chasing short-term savings or solving long-term pain?
2. “What happens if this product fails – or doesn’t arrive on time?”
Let them imagine the fire drill. You don’t need to scare them, just be the one holding the extinguisher.
3. “What would this cost you in patient care, staff time, or lost trust if it doesn’t perform?”
Ding ding ding. Now they’re thinking beyond the invoice.
Tell a freakin’ story (Preferably one that happened to you)
You could say:
“We have a 98.7% fill rate.”
Or you could say:
“We had a client last month who tried to save a few bucks with an offshore brand. Two weeks later, their materials were stuck in customs and they had nothing for the morning cases. We got them back on track in 24 hours. Guess who they’re still ordering from?”
Or here’s one from my own playbook:
Years ago, I had a hospital buyer who nearly passed on our IV start kits over 11 cents per unit. Procurement was pushing them hard to cut, so they went with another supplier. Four weeks later, they called me back after three kits in a row failed – one mid-procedure. Nurses were fuming. I didn’t say “I told you so,” but let’s just say … I’ve been their go-to ever since.
Stories sell. Stats yawn.
Let’s talk tariffs (Without whining)
Everyone knows costs are up. But if all you do is echo what the client already knows – “Yeah, those tariffs are brutal” – you’re adding zero value.
Instead, frame the current chaos as proof of why they need you. You’re not just a vendor, you’re their supply chain therapist.
“This market’s unpredictable. That’s why we’ve doubled down on U.S.-based fulfillment, emergency inventory, and partner accountability. You don’t just need a supplier. You need a backstop.”
Now that’s a partner worth paying for.
Value isn’t a line item
Your buyer isn’t just buying a product. They’re buying:
- Confidence that it’ll show up on time
- Peace of mind that their reputation is safe
- A partner who will answer the phone when things go sideways
So, when they say, “This is too expensive,” don’t cave.
Smile.
Ask the right questions.
And remind them what’s really at stake.
Because if you’ve done your job right? They’ll realize…
You’re not the expensive rep. You’re the smart one.
Brian Sullivan, CSP, is the founder of PRECISE Selling and author of “20 Days to the Top”. He helps medical sales reps ditch wimpy pitches, become trusted advisors, and win in any market – tariffs, price objections, and all. Learn more at PRECISEselling.com.