Price Objections & Value Protection

Price Objections & Value Protection

Purpose of This Lesson

To help you protect price without apologizing.

4.1 Why Price Comes Up Late

Price objections usually appear when:

• Value was not anchored early
• Decision risk is high
• Internal justification is weak

Price is often a proxy objection.

4.2 How NOT to Handle Price

Never:

• Discount immediately
• Justify with cost breakdown
• Compare with competitors directly
• Apologize for price

This weakens authority.

4.3 The Correct Price Conversation

Shift from:

“This is the price.”

To:

“This is the cost of control versus the cost of risk.”

Example:

“One failed audit or lost asset often costs more than the system.”