The speaker (Eric Deeran) explains why prospects commonly say "you're too expensive": they don't see the ROI of the offered service. He recommends responding by diagnosing what outcome the client wants, building a "sales gap" from their current state to that outcome, and demonstrating specifically how the product (video content) will deliver measurable benefits such as increased leads, clients, or brand awareness.
If clients are not buying from you it's fundamentally because they don't see the value in what it is that you're offering, right? So like if you have a client that says you're too expensive it's typically because they don't see how they're going to make an ROI off of the content that you're creating. So instead of getting upset about that like most people would, what you want to do is you want to figure out what specifically can I do to show them this content is going to get them from A to B And that comes down to building a sales gap like building a gap in the sales conversation from where they are to where they want to be and then showing them how your product or service is going to help them get there which in this case is video content and showing them how that's going to actually help them get more clients or increase their lead flow or increase their brand awareness whatever it may be.
