Kit Barber shows why "that's expensive" is a comparison, not a price complaint. When you hear it, ask "Compared to what?" and stay quiet. The buyer reveals what they're actually weighing your offer against, so you can sell against the real alternative instead of panicking and cutting your price.
Do you hear "that's expensive" when you're trying to win a sale and you're not quite sure how to handle it? When people hear the favourite quote of literally every buyer that's ever lived, most people panic and then start explaining and defending or discounting. But expensive isn't a number, it's simply a comparison. They're comparing you to doing nothing, doing it themselves, or choosing a cheaper option. Many of my clients used to hear that phrase and instantly drop their pants, also known as dropping the price, until we change one thing. Next time they say, "That's expensive," you say, "Compared to what?" Then go quiet. It forces them to reveal the real objection so you can sell against the real alternative, not a vague feeling.
