How to respond to "it's too expensive": email templates
"Too expensive" means "too expensive compared to something": another vendor, doing nothing, or the budget they have. This reply asks what the comparison is before offering anything, then gives a way forward that isn't an automatic discount. The smaller-start variant is for when budget really is the limit.
;sl-obj-price;sl-obj-price in any app.Variations
The same message for a different channel or tone. Copy the one that fits.
When the budget is fixed but the need is real. Reduce scope, not price.
A quick written answer when the objection comes up in a message thread.
When to use it
- The buyer pushed back on price after a proposal or quote.
- You don't yet know what they're comparing you to.
- The budget is fixed but they still want to go ahead.
What to avoid
- Don't offer a discount in your first reply. Find out what's driving the objection.
- Don't argue that the price is fair. Show what the problem costs instead.
- Don't make up an ROI number. Use a real customer's figure or skip it.
The fields in this template
Retext fills these in when the snippet expands. In plain text they become [brackets] to replace by hand.
- First name
{fill:First name} - The buyer's first name.
- Similar customer
{fill:Similar customer} - A customer who can be named, or "one of our customers" if not.
- Cost of the problem
{fill:Cost of the problem} - A real figure from that customer, e.g. "$4,000 a month in overtime".
- Problem
{fill:Problem} - The problem you solve, in their words.
- Cursor
{cursor} - Where your cursor lands after the snippet expands, so you can start typing the personal part straight away.
- ;sig-work
{snippet:sig-work} - Pulls in your ;sig-work snippet, so a change to that snippet updates every reply that uses it. Create a snippet with that trigger first (any template in the email signatures pack works), or the field stays as typed.
- Smaller scope
{fill:Smaller scope} - A smaller starting point, e.g. "one team of 10".
- Smaller price
{fill:Smaller price} - What that smaller start costs.
Tips
- •The three-way question (other option, budget, status quo) tells you which conversation you're actually in.
- •The three objection triggers all start with ;sl-obj-, then price, timing or rival, so you can pick the right one mid-thread.
- •Reducing scope keeps your price intact and gives the buyer a win they can take to their boss.
Works in Gmail, Outlook, Slack, HubSpot and every other app
Retext types the snippet wherever your cursor is. To use a different version in one app, give it the same trigger and limit it to that app with per-app snippets. They go by app, not website, so every tab in your browser counts as one app.
Objection replies are where reps improvise most. A shared ;sl-obj-price keeps the message consistent, and your call notes show which objection comes up most often across the team.
See Retext for TeamsQuestions
How do you respond when a customer says it's too expensive?
Ask what they're comparing it to: another vendor, their budget, or doing nothing. Each needs a different answer, and only one of them is about discounting.
Should I offer a discount when a prospect says it's too expensive?
Not as the first move. Try reducing scope or showing the cost of the problem first. If you discount straight away, the buyer learns the first price wasn't real.
Related templates
Objection: bad timing
;sl-obj-timingSales
Hi [First name], Understood, timing matters. Can I ask what would need to happen for this to be the right time? A budget…
Objection: happy with current vendor
;sl-obj-rivalSales
Hi [First name], [Competitor] is a solid choice, and if it's working, I wouldn't push you to change. One question, thoug…
Pricing proposal email
;sl-proposalSales
Hi [First name], As promised, here's the proposal for [Company]. Total: [Price] per [Billing period], for [Seats or scop…
Type ;sl-obj-price, get the whole reply
Retext expands your snippets in every Mac app and fills in names, dates and order numbers for you.
Free to start. No account required on the Mac.