“You’re too expensive.”
That’s a lie.
It’s the polite excuse prospects use when you’ve failed to do your job.

I heard this a lot of times in 2016.

Every single time, I did exactly what amateurs do:

→  Got defensive
→  Justified my hours
→  Explained my process
→  Offered a discount
That got me clients who made me want to jump off from the 14th floor. 

Let’s be brutally honest: 

When a prospect tells you this, they’re not really talking about your price. They’re telling you that you failed.

❌ You failed to show them the value.
❌  You failed to build the vision.
❌  You failed to make the cost of inaction more painful than the cost of your service.
❌  You failed to prove the ROI
❌  You failed to be the only logical choice 

👉 “You’re too expensive” is just feedback. 
It’s a clear signal that:
✔️ Your value is unclear
✔️ Your messaging is weak
✔️ The transformation you’re selling is fuzzy

Stop defending your price. Go back and fix your messaging.

1️⃣Here’s what I changed:
👤 Old me (constant price objections):
“I’ll build you a high-converting funnel for $3,500.”
Prospect: “That’s expensive.”
Translation: “So what? Why does this matter?”

👤 New me (zero price objections):
“Your funnel converts at 2%. That’s 98 people leaving without buying every week. At $500 per sale, you’re losing $49,000 weekly. I’ll fix that in 14 days for $3,500.”

Prospect: “When can we start?”

Same price. Different frame.
👂One sounds like a cost. One sounds like stopping a $2.5M annual bleed.

The shift:
→  I stopped talking about what I do.
→  I started talking about what they’re losing.

Instead of: “I design sales funnels”
I said: “You’re losing $200K/year because your funnel leaks”

Same service. Clear value. Zero objections.

Here’s the uncomfortable truth:

Nobody actually thinks you’re too expensive.

They think:
✔️ The problem isn’t urgent
✔️ The solution isn’t clear
✔️ The ROI isn’t proven
✔️ The pain of staying stuck isn’t real

Your price is fine. Your value communication is broken.

People don’t buy the cheapest option.

If they did, we’d all:
→  Drive the same cheap car🚗
→  Wear the same cheap clothes
→  Use the same cheap software

But we don’t.
People pay for certainty. They pay for a guaranteed solution to a painful problem.
Your job is not to be the cheapest. Your job is to be the only logical choice.

I’ve built 300+ funnels for more than 160 entrepreneurs.

You know what the highest earners never hear?
❌ “You’re too expensive.”
Not because their prices are low. Because their value is undeniable.

⚠️ Here’s the framework that eliminated price objections:

→  Step 1: Quantify their current pain “You’re losing $X per week by not fixing this”

→  Step 2: Make inaction more expensive than your price “That’s $X per year. My solution costs $Y.”

→  Step 3: Create urgency around the bleeding “Every week you wait costs another $X”

→  Step 4: Make your price look tiny by comparison “$Y to stop a $X annual loss. That’s ROI in 3 weeks.”

👉 An example from one of my call:

You’re spending $8K/month on ads with a 1.2% conversion rate. That’s $6,400 wasted monthly because your funnel is broken. That’s $76,800 per year.

I’ll fix it for $5K. You’ll see ROI in 3-4 weeks. That’s less than one month of wasted ad spend to fix a problem that’s costing you nearly $80K annually.

Here’s what actually happens when value is clear:
✔️ Prospects don’t ask about price. 
✔️ They ask about timeline. 
✔️ They ask when they can start. 
✔️ They ask about guarantees.

Because when the pain is unbearable and the solution is clear, price becomes irrelevant.

What amateurs do when they hear “too expensive”:
❌ Immediately drop the price 
❌ Add features to “justify” it 
❌ Defend their credentials 
❌ Show their portfolio 
❌ Justify their hours

All of which prove you don’t believe in your value.

What professionals do:
I understand. What’s the cost of NOT fixing this?”

Then shut up. Let them calculate their own pain.

👉 Most realize: Cost of staying stuck > Your price

That’s when price objections disappear.

The brutal truth most salespeople avoid:

“You’re too expensive” is never about price. It’s about unclear value.

Make the value so clear, the ROI so obvious, and the cost of doing nothing so damn high…

That your price becomes the smallest part of the conversation.

Stop defending your price. Start fixing your messaging.