How to Handle “Is This the Best You Can Do on Price?” Objection
“Is This the Best You Can Do on Price?”
Most sales advice I see online skips a critical detail when addressing this objection.
Someone recently posted that the best response is:
“Is the price more than you had budgeted, or do you not see why it should cost this much?”
That response only works if the objection comes early in the conversation.
The reality? This objection usually shows up at the close—and that changes how you need to handle it.
Here’s the better way to respond:
“I appreciate the question. Let me ask you this… other than price, is there anything else stopping you from moving forward now?”
There’s a lot happening in that one line. Here’s why it works:
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“I appreciate the question…”
You acknowledge the concern without sounding defensive or desperate. -
“Let me ask you this…”
This simple phrase (when said with calm curiosity) lowers resistance and lets you take back control of the conversation. -
“Other than price, is there anything else stopping you from moving forward now?”
Now you’ve boxed them in—with purpose. They can only go one of two directions:-
They give you another objection (good—you just uncovered it).
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Or they confirm price is the only thing in the way.
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Most reps would now try to “handle” the price objection.
Big mistake.
If they say price is the only thing stopping them, you don’t try to solve it yet.
Instead, you say:
“So if we can solve that to your satisfaction, we have a deal?”
This is the move that separates closers from sales reps.
You’re verifying three things in one sentence:
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That this is the real objection
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That there are no other objections
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And that if this gets resolved, you’re getting the deal
If they say “yes,” you follow with:
“Let’s say you like how we solve that—what are the next steps on your side?”
If they say they’ll put it on a card or issue a PO, proceed.
If they say, “Well, we still need to check with a few other vendors”—
you’re not at the negotiation table.
Do not present a solution yet.
You need to go back and requalify.
This is how you take control of the close—without sounding pushy, and without giving up margin.
It’s not about having clever comebacks.
It’s about following a repeatable sales process that gives you clarity at every step.
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