What to say when a customer says “that’s too expensive”

Every trade hears it: a customer says “that’s too expensive” or “that’s more than I was expecting.” It doesn’t always mean no. Often it means “help me understand”, “is there a cheaper way?” or “I’ve had a lower quote and I’m not sure why yours is different.”

How you respond decides whether you lose the job, win it at a loss, or win it at a fair price.

Don’t drop your price straight away

Cutting your price the moment someone hesitates tells them the first number wasn’t real. It also teaches you to under-price. Take a breath and find out what’s behind the comment first.

Ask a question first

A simple, friendly question opens things up:

• “What were you expecting it to come in at?”
• “Is it the overall cost, or a part of the job you’re unsure about?”
• “Have you had another quote? I’m happy to talk through the differences.”

The answer tells you whether it’s a value problem, a budget problem or a comparison problem. Each needs a different response.

Value problem: explain what’s included

Customers often compare quotes that aren’t really the same job. Spell out what yours includes:

• insurance and qualifications;
• taking the waste away, and the tip fees that go with it;
• clearing up properly afterwards;
• equipment that makes the job safer and quicker;
• any guarantee on your work.

“Our price includes taking all the wood away and grinding the stump. Some quotes don’t, so it’s worth checking.” That’s not a sales pitch. It’s useful information. A clear quote helps here: see how to write a quote.

Budget problem: offer options

Instead of a lower price for the same job, offer a different job at a different price:

• Do less now: “We could reduce the crown this year and look at the rest next year.”
• Leave some work to them: “If you’re happy to keep the logs, that takes $105 off.”
• Be flexible on timing: “If you can wait until a quieter month, I can do it for a bit less.”

Giving two or three options, from basic to complete, lets the customer choose rather than just say yes or no. Many pick the middle one.

Comparison problem: compete on what matters

You don’t have to be the cheapest. Remind them briefly why you’re worth it: reviews, photos of similar work, how quickly you can start. Then let them decide. Some customers will always choose the lowest price, and they’re not usually the customers you want.

Prevent the surprise in the first place

The best way to handle price objections is to stop them happening. When customers see a realistic range before you visit, the quote doesn’t come as a shock, and the people who book already know roughly what to expect. Read should tradesmen put prices on their website? and how to give a ballpark price.

Know your walk-away price

Before any conversation, know the lowest price you’d accept for a job, based on your costs. Our guide to pricing a job explains how to work it out. If you’re asked to go below it, say no politely: “I’m sorry, I can’t do it for less than that and still do it properly.”

Questions

Should I match a competitor’s price?

Only if you can still make a fair profit, and only after checking the quotes are for the same job. Often the cheaper quote leaves things out.

How do I explain my price without sounding defensive?

Stick to facts: what’s included, what it takes to do safely, and what the customer gets. Keep it short and friendly.

What if they still say no?

Thank them, leave the door open, and follow up once a little later. Circumstances change.