What to Say When a Client Says You’re Too Expensive
Every tradesperson has heard it.
“You’re too expensive.”
Whether you’re a plumber, electrician, builder, landscaper, or decorator, price objections are a normal part of winning work. The mistake many business owners make is assuming the conversation is over or immediately offering a discount.
In reality, when a client says you’re too expensive, they’re often saying one of three things:
- They don’t understand the value you’re offering.
- They’re comparing you to a cheaper quote.
- They genuinely can’t afford the investment.
Knowing how to respond can mean the difference between losing a job and securing a profitable client.
First: Don’t Defend Your Price
Your first instinct may be to justify every line of your quote.
Avoid saying:
“That’s just what it costs.”
Or:
“Nobody can do it cheaper than me.”
These responses put clients on the defensive and rarely move the conversation forward.
Instead, stay calm and ask questions.
Try:
“I appreciate your honesty. Can I ask what’s making you feel the price is too high?”
This simple question helps uncover the real objection.
Response #1: When They’re Comparing You to a Cheaper Quote
A client may say:
“I’ve had another quote that’s much cheaper.”
A strong response is:
“I completely understand. When comparing quotes, it’s worth checking exactly what’s included, accreditations and the quality of workmanship We’ve based our price on delivering the job properly, using quality materials, and ensuring there are no surprises later on, in our opinion we also have the most skilled team(s)”
This shifts the conversation from price to value.
Many cheaper quotes leave out important details that end up costing the client more in the long run.
Response #2: When They Don’t See the Value
Sometimes the client isn’t comparing quotes at all. They simply don’t understand why your price is what it is.
Try saying:
“I understand. Let me explain what’s included in our service and why our clients choose us.”
Then highlight:
- Your experience
- Quality of workmanship
- Guarantees and warranties
- Reliability
- Communication
- Accreditations (if any)
- Reviews and testimonials
Remember, clients buy confidence as much as they buy the actual work.
Response #3: When Budget Is the Real Issue
If the client genuinely cannot afford your quote, pushing harder won’t help. Likely they have champagne ideas on a lemonade budget and reality is you should not be in that house (this is a qualification conversation we work on at length in our Off The Tools Programme modules
Instead, say:
“I completely understand. If the budget is a concern, we can look at alternative options or phases that may help achieve the result without compromising quality.”
This shows flexibility without immediately cutting your margins.
You remain professional while giving the client choices, here we start to remove items or change products.
The Biggest Mistake Tradespeople Make
The moment a client says you’re too expensive, many business owners instantly offer a discount.
This can be dangerous because it teaches clients that your original price wasn’t firm.
Before reducing your price, ask yourself:
- Have I fully explained the value?
- Does the client understand what’s included?
- Am I discounting out of fear of losing the job?
Often, better communication wins the work without sacrificing profit.
A Powerful Response That Works
One of the most effective responses is:
“I appreciate that we’re not the cheapest option. We’re probably not the right fit for everyone. Our clients choose us because they want the job done properly, on time, and without cutting corners.”
This response demonstrates confidence.
Confident businesses attract confident clients.
Remember: Not Every Job Is Your Job
Some customers will always buy on price.
Others will happily pay more for reliability, quality, and peace of mind.
Your goal isn’t to win every quote.
Your goal is to win the right jobs at the right price.
The most successful trade businesses don’t compete by being the cheapest. They compete by providing the greatest value.
When a client says you’re too expensive, don’t panic. Use it as an opportunity to understand their concerns, communicate your value, and position your business as the professional choice.
That’s how profitable trade businesses grow.
if you stayed here until the end of this blog here is a wee gift from me – a brilliant video on sales
To Your Success
Daren
