I used to lose 70% of my potential sales because I didn’t know how to respond when prospects said my prices were too high. Three years ago, I watched a $50,000 deal slip away because I panicked and immediately offered a discount instead of addressing the real concern behind the price objection. That moment taught me something crucial about human psychology and business communication.
The truth is, when someone says your price is too high, they’re rarely talking about money. They’re expressing doubt about value, fear about making the wrong decision, or uncertainty about whether your solution will deliver the results they need. The most successful salespeople and business owners understand this distinction and craft their responses accordingly.
What separates thriving businesses from struggling ones isn’t lower prices—it’s the ability to communicate value so clearly that price becomes secondary. The emails you’re about to read will show you exactly how to turn price objections into opportunities for deeper engagement and ultimately, more sales.
Your Price is Too High Email Samples
These carefully crafted responses will help you address price concerns while maintaining your value proposition and moving conversations forward productively.
1. The Value Clarification Response
Subject: Re: Your thoughts on our proposal
Dear [Client Name],
Thank you for taking the time to review our proposal. I appreciate your honesty about the investment level, and I’d like to address your concerns directly.
When you mention the price feels high, I want to make sure we’re both looking at the complete picture. Our solution isn’t just about the immediate deliverables—it’s about the long-term impact on your business operations and profitability.
Let me break down what you’re actually investing in: a system that will save your team 15 hours per week, reduce your operational costs by 30%, and give you the data insights needed to make strategic decisions with confidence. Based on your current hourly rates, this represents a return on investment of 300% within the first year alone.
I’d love to schedule a brief call to walk through these numbers together and show you exactly how this investment will pay for itself. Are you available for a 15-minute conversation this week?
Best regards,
[Your name and designation]
2. The ROI Demonstration Email
Subject: Breaking down the numbers for you
Hi [Client Name],
I completely understand your reaction to the investment required. Price is always a consideration, and I respect that you’re being thoughtful about this decision.
Here’s what I’d like you to consider: the cost of not moving forward. Based on our initial conversation, you’re currently losing approximately $2,000 per month due to inefficiencies in your current process. That’s $24,000 annually.
Our solution costs $8,000 upfront and will eliminate these losses within 60 days. You’ll actually save $16,000 in the first year alone, making this one of the most profitable investments you can make for your business.
Would you like me to prepare a detailed ROI analysis specific to your situation? I can have it ready for you by tomorrow afternoon.
Warm regards,
[Sender’s name and role]
3. The Payment Flexibility Approach
Subject: Making this work for your budget
Hello [Client Name],
Thank you for your candid feedback about the pricing. I want to work with you to find a solution that fits your current financial situation while still delivering the results you need.
Rather than compromising on the quality or scope of our service, let’s explore some flexible payment options. We can structure this as a monthly investment of $1,200 over six months instead of the full amount upfront. This way, you’ll start seeing results and generating additional revenue before the investment is complete.
We can also explore a performance-based component where a portion of the fee is tied to specific outcomes we achieve together. This aligns our success with yours and reduces your risk.
Which of these options feels more comfortable for your current situation? I’m happy to discuss other creative arrangements that work for both of us.
Best,
[Insert sender’s name and designation]
4. The Comparison Reframe
Subject: Putting this investment in perspective
Dear [Client Name],
I hear your concern about the price, and I want to help you see this investment from a different angle.
You mentioned you’re currently spending $3,000 monthly on temporary solutions that only address part of the problem. Over a year, that’s $36,000 for partial results. Our comprehensive solution costs $15,000 and will completely eliminate the need for these ongoing expenses while delivering superior outcomes.
Think of it this way: you’re not paying $15,000 for our service—you’re saving $21,000 while getting dramatically better results. The question isn’t whether you can afford to invest in our solution, but whether you can afford not to.
I’m confident that once you see the complete financial picture, this decision becomes much clearer. Can we schedule a call to review these numbers together?
Sincerely,
[Your name and title]
5. The Story-Based Response
Subject: A story that might resonate
Hi [Client Name],
Your response about pricing reminded me of a client I worked with last year who had the exact same reaction. Sarah ran a marketing agency and initially felt our fees were beyond her budget.
She decided to try a cheaper alternative first. Six months later, she came back to us after spending twice as much on the lower-cost option and still not getting the results she needed. The “affordable” choice ended up costing her $25,000 in lost revenue and wasted time.
When we finally implemented our solution, she recovered her investment within 30 days and generated an additional $50,000 in the following quarter. She often tells people it was the most expensive cheap decision she almost made.
I’m not suggesting the same thing will happen to you, but I want you to have all the information before making your decision. Would you be open to a quick call where I can show you exactly what’s included in our pricing and why it delivers such strong returns?
Best regards,
[Sender’s name and position]
6. The Consultation Offer
Subject: Let’s explore this together
Hello [Client Name],
I appreciate your straightforward feedback about the pricing. Rather than trying to convince you through email, I’d like to offer you something more valuable.
I’m willing to spend an hour with you at no charge to review your current situation and show you exactly where the value lies in our proposal. During this session, we’ll identify specific areas where you’re losing money right now and calculate the exact return you can expect from our solution.
If, after this consultation, you still feel the investment doesn’t make sense for your business, I’ll respect that decision completely. But I’m confident that once you see the detailed analysis, you’ll understand why our clients typically see a 250% return on their investment.
This consultation is worth $500, but I’m offering it free because I believe in the value we can create together. Are you available this Thursday or Friday for an hour?
Best,
[Your name and role]
7. The Direct Challenge
Subject: A different way to look at this
Dear [Client Name],
You’re right—our solution isn’t cheap. But let me ask you this: what’s the cost of staying where you are?
Based on our conversation, you’re currently dealing with customer complaints, losing potential sales due to slow response times, and spending countless hours on manual processes that could be automated. These problems aren’t going away, and they’re costing you far more than our solution.
Our most successful clients are those who understand that real solutions require real investment. The businesses that try to solve serious problems with bargain-basement prices typically end up spending more in the long run while getting inferior results.
I’m not interested in being the cheapest option—I’m interested in being the most profitable investment you make this year. Are you ready to have a serious conversation about what that looks like?
Regards,
[Sender’s name and title]
8. The Scoping Adjustment
Subject: Customizing our approach for your needs
Hi [Client Name],
Thank you for your feedback on the pricing. I want to make sure we’re providing exactly what you need without any unnecessary components.
Let me suggest a different approach. Instead of our full comprehensive package, we could start with Phase 1, which addresses your most critical needs for $5,000. This will give you immediate results and allow you to see the quality of our work firsthand.
Once you experience the impact of Phase 1, we can discuss expanding to the full solution. Many clients prefer this approach because it allows them to validate the value before making a larger commitment.
Phase 1 includes the three most important elements you mentioned: streamlined communication, automated reporting, and priority support. Would this feel like a more comfortable starting point?
Looking forward to your thoughts,
[Insert your name and designation]
9. The Urgency and Timing Response
Subject: Timing considerations for your decision
Hello [Client Name],
I understand the price feels significant right now, and I want to be completely transparent about timing and opportunity costs.
The challenges you’re facing are costing you money every day we delay implementation. Based on the inefficiencies you described, you’re losing approximately $300 daily. That means waiting 30 days to make this decision will cost you $9,000 in lost opportunities.
Additionally, our current pricing is locked in through the end of this month. Starting next month, we’ll be implementing a 20% increase across all our services due to increased demand and enhanced features.
I’m not trying to pressure you, but I want you to have all the facts. Sometimes the most expensive decision is the one we don’t make. Are you available for a brief call tomorrow to discuss moving forward?
Best regards,
[Your name and position]
10. The Partnership Perspective
Subject: Thinking about this as a partnership
Dear [Client Name],
I’ve been thinking about your concerns regarding the investment, and I want to share a different perspective on how we approach client relationships.
We don’t see this as a simple vendor-client transaction. We view it as a partnership where your success directly impacts our reputation and future business. That’s why we’re willing to make guarantees that most of our competitors won’t.
If you don’t see a minimum 200% return on your investment within 90 days, we’ll refund the entire amount. We can make this guarantee because we’ve delivered these results consistently for clients in similar situations.
The question isn’t whether our solution will work—it’s whether you’re ready to commit to implementing it properly. Are you prepared to be an active partner in your own success?
Sincerely,
[Sender’s name and role]
11. The Objection Reframe
Subject: What “too high” really means
Hi [Client Name],
When you say the price is too high, I hear something different. I hear someone who’s been burned by solutions that didn’t deliver, who’s careful with their investments, and who wants to make sure they’re making the right decision.
These are actually the qualities of our most successful clients. The businesses that scrutinize investments carefully are the ones that implement solutions properly and get the best results.
What I’d like to do is address the real concern behind your price objection. Are you worried about cash flow? Are you uncertain about the results? Are you comparing us to other options? Once I understand your specific concern, I can provide information that directly addresses it.
Can we schedule a 20-minute call where you can share your specific reservations? I promise to give you straight answers and help you make the best decision for your business.
Best,
[Your name and title]
12. The Risk Reversal Email
Subject: Removing the risk from your decision
Hello [Client Name],
Your concern about the investment level tells me you’re a smart business owner who carefully evaluates major decisions. I respect that approach, and I want to remove the risk from this decision entirely.
Here’s what I’m willing to do: implement our solution for 60 days with a complete money-back guarantee. If you’re not completely satisfied with the results, we’ll refund every penny and you keep all the work we’ve done.
But here’s the thing—in five years of offering this guarantee, we’ve never had a client ask for a refund. That’s because we only take on projects where we’re confident we can deliver exceptional results.
This guarantee eliminates your risk completely. The only risk you face is the opportunity cost of not moving forward and continuing to lose money with your current approach.
Are you ready to move forward with complete confidence?
Best regards,
[Insert sender’s name and role]
13. The Social Proof Response
Subject: What our clients say about value
Dear [Client Name],
I completely understand your initial reaction to the pricing. Interestingly, 80% of our clients had the same response before they understood the complete value proposition.
Let me share what three of our recent clients said about their investment:
“The ROI was so immediate and significant that I would have gladly paid twice as much.” – Jennifer, Marketing Director
“This was the best business decision I made all year. The results exceeded my expectations in every way.” – David, CEO
“I was hesitant about the price initially, but now I realize it was actually underpriced for the value delivered.” – Sarah, Operations Manager
These clients started exactly where you are now—concerned about the investment but frustrated with their current situation. The difference is they decided to focus on the potential return rather than the upfront cost.
Would you like to speak with one of them directly about their experience? I can arrange a brief call where you can ask them anything about the process and results.
Sincerely,
[Your name and designation]
14. The Alternative Solution
Subject: A different approach to consider
Hi [Client Name],
I’ve been thinking about your budget concerns, and I want to propose an alternative that might work better for your current situation.
Instead of our full-service solution, we could implement a hybrid approach where we handle the most critical components and train your team to manage the rest. This reduces the investment by 40% while still giving you most of the benefits.
You’d get our proprietary system setup, initial optimization, and three months of support for $6,000 instead of $10,000. Your team would handle ongoing maintenance with our guidance.
This approach works well for companies that have good internal resources but need expert guidance to get started. It’s not right for everyone, but it might be perfect for your situation.
Does this feel like a more manageable investment while still addressing your core needs?
Best,
[Sender’s name and position]
15. The Final Value Summary
Subject: Everything you get for your investment
Hello [Client Name],
I want to make sure you understand exactly what you’re getting for your investment, because I think there might be some confusion about the scope and value.
Your $12,000 investment includes: complete system setup and optimization, 40 hours of strategic consultation, three months of implementation support, all necessary software licenses, comprehensive training for your team, and ongoing maintenance for the first year.
If you were to purchase these services separately, they would cost over $20,000. We bundle them together because we know they work best as an integrated solution.
More importantly, this investment will generate approximately $50,000 in additional revenue in the first year alone, based on the improvements we’ll make to your conversion rates and operational efficiency.
Looking at it this way, you’re not spending $12,000—you’re investing $12,000 to make $50,000. That’s a 317% return on investment.
Are you ready to move forward with this profitable investment?
Best regards,
[Your name and role]
Conclusion
The key to responding to price objections isn’t lowering your prices—it’s elevating your value proposition. Each of these email samples demonstrates a different approach to reframing the conversation from cost to value, from expense to investment, and from risk to opportunity.
The most effective responses address the emotional and logical concerns behind price objections. They acknowledge the prospect’s feelings while providing concrete evidence of value and return on investment. Whether you’re using social proof, risk reversal, or detailed ROI calculations, the goal remains the same: help your prospect see beyond the initial price tag to the long-term value and results your solution provides.
Remember that price objections are rarely about money alone. They’re often about uncertainty, fear of making the wrong decision, or lack of clarity about value. By addressing these underlying concerns directly and professionally, you can turn price objections into opportunities for deeper engagement and ultimately, successful sales conversations.
The next time someone tells you your price is too high, choose the response that best matches their specific situation and concerns. With practice, you’ll find that these conversations become opportunities to demonstrate your professionalism, expertise, and commitment to delivering real value to your clients.