Handling "Your product is too expensive compared" as BDRs
Acknowledge price concern, then shift focus from cost to value/roi so the conversation moves from "your product is too expensive compared" to the business outcome they actually care about.
Why this hits harder for BDRs
BDRs hear objections from champions and blockers inside the same account, so the same objection can mean five different things depending on who said it.
The tactical move
Log the objection against the persona who raised it and pattern-match across the account before crafting a response — a CTO's 'too expensive' rarely means the same thing as a procurement lead's.
The common trap
Treating every objection as one to overcome, instead of using it as free intel about the buying committee.
What the objection really means
Almost always a value or risk problem in disguise — they don't yet see the return that justifies the spend. For "your product is too expensive compared" specifically, the underlying job is to acknowledge price concern before you say anything else — that one move usually reveals whether this is a genuine blocker or a reflex response.
Frequently Asked Questions
- What does "Your product is too expensive compared to competitors." really mean?
- Almost always a value or risk problem in disguise — they don't yet see the return that justifies the spend. In this specific case, the signal you're looking for is whether you've done step one: acknowledge price concern. If that's missing, the objection will keep resurfacing.
- What's the best framework for handling this objection?
- Use the Price & Budget framework: Acknowledge → Anchor on value → Quantify the cost of doing nothing → Re-confirm fit. For "your product is too expensive compared" specifically, the move that matters most is to shift focus from cost to value/roi before you ask discovery questions about their comparison criteria.
- Should I respond immediately or ask a question first?
- Ask first. A useful opener here is: "When you say 'your product is too expensive compared', what's the specific thing driving that?" — it earns you the right to respond and prevents you from solving the wrong version of the objection.
- What's the single most common mistake reps make here?
- Discounting before you've established value — it permanently lowers the anchor. Specifically on "your product is too expensive compared", reps tend to skip "acknowledge price concern" — which is the one move that turns the objection from a wall into a conversation.
- How should I follow up if the call ends with "your product is too expensive compared"?
- Send a short recap that mirrors their exact language, references one piece of proof (case study, benchmark, or customer quote), and proposes one specific, low-commitment next step with a date attached.
- Can I practice this objection with an AI buyer?
- Yes — LemCoach scenarios let you run a live roleplay where the AI prospect uses "Your product is too expensive compared to competitors." verbatim, then scores your response against the key points: Acknowledge price concern; Shift focus from cost to value/ROI; Ask discovery questions about their comparison criteria.