When Clients Say "It's Too Expensive" — How to Respond

That's too expensive compared to what? There's so many ways you can handle the objection that it's too expensive, and sometimes there's legitimacy to it where people can't afford it. Obviously, you need to match your product and service, the pricing, to the people you're serving. If you're serving the people in that kind of lower socioeconomic demographic, then your pricing needs to be adjusted accordingly to the people that you're serving. Likewise, if your product is about premium, then you can afford to charge more and the people will have the disposable income. You want to make sure that your pricing around your product and services matches the people who you're serving, because it's all very well and good people to say just increase your prices. I mean, if you look at Netflix, for example, if they charge, say, $100 a month, they wouldn't be— I don't think— the success that they are, because there are some people who will not be able to afford that. But Netflix purposely positions themselves as something that is affordable to all so that they can deliver their service to as many people as possible. In your coaching business, you need to pick: do you want to be on the budget end, or do you want to be on the premium end? And then making sure that you're only selling to the people who fall within your categories. So likewise, I would say you don't really want people who are looking for a premium service into groups because they're not going to get a premium service, they're going to get budget. You want to make sure that these things are matching, your brand is consistent with these things, and then when people say, is it too expensive, you have so much more power to answer that. So then if we look at the tactical, practical ways to handle it's too expensive, well, I mean, I like the NLP response, which is too expensive compared to what? Or too expensive compared to piano lessons. Like, you say something random like that, like you can compare it to things and make it like seem ridiculous. But too expensive compared to what? I like, I don't often use it, and I don't often hear it's too expensive, to be, to be frank. Because to me, if you get that objection from a sales perspective, it's that you haven't pitched it correctly. You shouldn't be getting it's too expensive because that is the symptom of you not doing the sales pitch correctly. It's also a symptom of you getting the wrong people into the door, because you do want people to be able to afford your product, right? So if you have a match between your pricing and the people you're serving, but also your pitch should be building value, and you should be speaking to the client's pains, needs, wants, frustrations, that when you get to the point of price price, they see the value. So it's more a matter of how can I afford it rather than it's too expensive. If I hear too expensive, I know I haven't pitched it properly and I haven't done my job, because what the price is should seem cheap in comparison to what I pitched, regardless of whether they can afford it or not. So in other words, even if they can't afford it, they should feel like this is tremendous value. The way I know that is I'll ask a question: if money wasn't an issue, would you still want to go ahead with this program? The person says no, you haven't done your job. If the person says yes, then you have pitched it, but maybe there are financial constraints where you may need to look at a downsell or look at a payment plan, which then allows the client to kind of get a snippet of what you're doing at a lesser cost and obviously not providing as much service. If you've enjoyed this video and want more information around growing your personal training business, I highly recommend you check out edandrossfitnessacademy.com where I have courses on teaching business, marketing, sales, training, nutrition, get the best results for the clients and help them maximize their profits. And also make sure you subscribe to get more great videos just like this one.