If you’ve ever had a potential customer say, “I love it, but it’s too expensive,” or a friend message you with, “Hook me up with a discount,” you know how frustrating it can be.
Most business owners struggle with how to respond without sounding defensive, desperate, or worse—giving in and lowering their prices.
But here’s the truth:
• When people say, “It’s too expensive,” what they really mean is, “I don’t see the value yet.”
• When friends or family ask for discounts, they’re not respecting your business as a real brand.
You don’t need to justify your pricing, apologize, or give discounts—you need to educate, set boundaries, and position your brand with confidence.
Here’s exactly how to handle these situations without devaluing your brand.
How to Handle “It’s Too Expensive” From Potential Customers
1. Reframe Price Objections as a Value Issue
Most price objections aren’t about the actual cost—they’re about the perceived value.
If a customer doesn’t understand why your product or service is worth the price, they’ll hesitate.
How to Respond:
• Instead of saying, “I know it’s expensive, but…”
• Say, “I understand price is a factor, but let’s talk about the real value. This isn’t just about cost—it’s about what you get in return.”
Example:
• If you sell branding services, don’t say, “It’s $5,000 for a rebrand.”
• Say, “This is an investment that will allow you to charge higher prices, attract premium clients, and position your business for long-term growth.”
People don’t buy cheap products—they buy what they believe is worth it. If they see the value clearly, price becomes secondary.
2. Redirect the Conversation to ROI & Transformation
Customers who hesitate on price often focus on what they’re paying now rather than what they’ll gain in the long run.
How to Respond:
• “This isn’t just about what you’re paying—it’s about what this will do for you.”
• “Would you rather save money upfront or invest in something that delivers long-term results?”
Example:
• A fitness coach charging $3,000 for a program:
• Instead of saying, “Yes, it’s expensive,”
• Say, “How much are you currently spending on things that aren’t solving your health problems? What would it be worth to feel confident, energized, and strong every day?”
Price resistance isn’t about affordability—it’s about prioritization. When people see how your product or service fits into their bigger goals, hesitation disappears.
3. Create a Pricing Contrast That Makes the Cost Feel Justified
People judge price relative to alternatives. If you don’t give them a clear pricing comparison, they’ll focus only on the number.
How to Respond:
• “Compared to the thousands people waste on [bad alternatives], this is the smarter investment.”
• “If you wait six months to invest, what will that cost you in lost time, results, or opportunities?”
Example:
• A business coach selling a $10,000 program:
• Instead of just saying, “My program is $10K,”
• Say, “What’s the cost of staying stuck for another year? Most business owners waste double this amount trying to figure things out on their own.”
People make faster, more confident decisions when they see your price in context rather than in isolation.
How to Handle Friends & Family Asking for Discounts
This is where things get tricky. People who know you personally often expect special treatment—but giving discounts to everyone you know hurts your brand’s credibility and profitability.
1. Set Boundaries Without Feeling Guilty
If you don’t set clear boundaries, people will keep pushing.
How to Respond:
• “I appreciate the support! Since this is my business, I have to keep pricing fair for everyone.”
• “If I give discounts to everyone I know, I wouldn’t be able to sustain my business. I’d love for you to support me just like any other brand.”
Example:
• A friend asks for a discount on your $2,000 service:
• Instead of saying, “I’ll see what I can do,”
• Say, “I’d love to work with you, but I have to stick to my pricing to be fair to all my clients.”
If your friends and family don’t respect your pricing, they’re not respecting your business.
2. Offer an Alternative That Doesn’t Undermine Your Value
If you still want to help but can’t give discounts, offer a different way to support them.
How to Respond:
• “I’d love to help! If you’re not ready for the full package, I have a smaller option that might fit your budget.”
• “If you’re looking for free value, I share a lot of tips on my blog and social media.”
Example:
• A family member asks for a free service:
• Instead of saying, “I’ll do it for half price,”
• Say, “I can’t do free work, but I have a free resource that covers what you need.”
This lets them know you’re serious about your business while still offering support.
3. Remind People That This is Your Business—Not a Hobby
Many people don’t understand the time, effort, and expertise behind a business, especially if they see you as “just their friend.”
How to Respond:
• “This isn’t just something I do for fun—it’s my business and livelihood.”
• “I have to treat my business like a real brand, and that means pricing fairly for everyone.”
Example:
• A cousin asks for free branding services:
• Instead of saying, “Okay, but just this once,”
• Say, “I’d love to support you, but branding is my business, and I have to charge my full rate like any professional would.”
The way you set the standard for your pricing is the way others will respect it.
Final Thoughts: Stop Defending—Start Owning Your Pricing
If you constantly feel pressure to lower your prices, justify your rates, or give discounts, it’s time to shift your mindset.
Here’s how to hold your ground and protect your brand’s value:
1. When customers say, “It’s too expensive,” focus on value, not cost.
2. Use pricing contrast to show why your offer is worth the investment.
3. Never apologize or justify—stand firm in your pricing with confidence.
4. Set boundaries with friends and family to avoid undermining your business.
5. Offer alternatives that don’t discount your expertise.
The brands that command respect, trust, and premium sales don’t defend their prices—they own them.
What’s Next?
If you want to learn more about pricing psychology, positioning, and handling objections with confidence, check out On Brand Behavior’s resources.
Have you ever struggled with pricing pushback? How did you handle it? Let’s discuss.