In the current Australian economic climate, with interest rates and cost-of-living pressures on everyone’s mind, hearing "That’s a bit expensive" is becoming a daily occurrence for Brisbane business owners. However, a price objection isn't necessarily a 'no'—it’s often just a request for more information or a sign that the value hasn't been fully communicated yet.
Mastering this conversation is the difference between a business that barely scrapes by on thin margins and one that thrives by attracting clients who respect their expertise. This guide will show you how to stand your ground with confidence and turn a 'too expensive' into a 'when can we start?'
Prerequisites
Before you dive into these steps, ensure you have:- A clear price list: Don't wing it. Know your numbers inside out.
- A defined Value Proposition: What do you do better than the big national chains or the cheap solo operators on Marketplace?
- A mindset shift: Remember, you aren't 'taking' money; you are providing a solution that has a specific value.
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Step 1: Don't Flinch (The 3-Second Rule)
This is where most people get stuck, and honestly, our natural Aussie politeness doesn't help. When a customer says, "Ouch, that's more than I expected," our instinct is to apologise or immediately offer a discount. The Action: When the objection hits, pause for three seconds. Take a breath. If you rush to defend your price, you look guilty, as if you've been caught overcharging. By staying calm, you signal that your price is deliberate and fair. Pro tip from setting this up dozens of times: Silence is your best friend here. Let the objection hang in the air for a moment. Often, the customer will keep talking and reveal the real reason behind their hesitation.Step 2: Empathise, Don't Argue
Never tell a customer they are wrong. If you say, "Actually, we're quite cheap compared to...", you've just started a confrontation. The Action: Use the 'Feel, Felt, Found' technique. It’s a classic for a reason.- "I understand how you feel about the upfront cost."
- "Many of our other Brisbane clients felt the same way initially."
- "But what they found was that by investing in [Your Service], they saved [X amount of time/money] over the next year."
Step 3: Dig Deeper to Find the 'Real' Objection
Sometimes "It's too expensive" is a smokescreen for "I don't trust that this will work" or "I don't have the authority to sign this off." The Action: Ask open-ended questions to uncover the truth. Try these:- "Aside from the price, is there anything else holding you back from moving forward?"
- "When you say it's expensive, are you comparing us to a specific competitor, or is it a budget/cash flow issue?"
(You can always change your approach once you know if the issue is affordability or perceived value. They are two very different problems!)
Step 4: Reframe the Cost as an Investment
In the Australian market, especially for B2B services or high-end trades, we need to move the conversation away from the 'sticker price' and toward the 'cost of doing nothing.' The Action: If you’re a Brisbane plumber charging $2,000 for a hot water system, the cost isn't $2,000. The cost is the potential $10,000 in water damage if the old one bursts, plus the cold showers. Screenshot Description: Imagine a simple T-chart on your notepad. On the left, write "Price." On the right, write "Value/Risk Avoided." Use this visual to show the customer that the 'Value' side is much heavier than the 'Price' side.Step 5: Break It Down (The 'Daily Coffee' Method)
Large numbers are scary. Small numbers are manageable. The Action: If your service costs $3,000 for a year-long result, break it down. "That works out to about $8 a day—less than the price of two flat whites in the CBD. For that, you’re getting total peace of mind." This is annoyingly fiddly to calculate on the fly, so have these 'daily' or 'weekly' figures memorised for your main packages.Step 6: Offer Options, Not Discounts
If you must move on price, never just drop the number. If you give a 10% discount just because they asked, you’ve just admitted your original price was 'fake.' The Action: If they truly can't afford the premium package, remove scope.- "I can't lower the price for this specific scope of work because our costs are fixed. However, we could remove [Feature X] to bring the total down to your budget. Which part of the project is less of a priority for you?"
Step 7: Use Social Proof (The 'Local Factor')
Brisbane is a big city with a small-town feel. People trust their neighbours more than they trust you. The Action: Mention a local project or client. "I completely understand. We did a similar job for a business over in Milton last month. They had the same concern, but now they're seeing a 20% increase in efficiency. Would you like to see the case study?"---
Common Mistakes to Avoid
- Discounting too early: You’ve worked hard for your ABN and your expertise. Don't throw away your profit margins in the first five minutes.
- Getting defensive: If you sound angry, you lose. Stay the 'helpful expert.'
- Not listing prices on your website: (Pro tip: You don't have to list exact prices, but giving a 'starting from' range filters out the bargain hunters before they waste your time on a call.)
- Assuming you know their budget: Never judge a book by its cover. Some of the wealthiest clients are the ones who grumble the most about price—it’s just a habit for them!
Troubleshooting
"They keep comparing me to a cheap overseas freelancer/big box store."- The Fix: Acknowledge the price difference immediately. "You're right, you can definitely find this cheaper on Fiverr or at Bunnings. The reason our clients choose us is that we provide [Local Support/Customisation/Guaranteed Workmanship] that those options can't match. If something goes wrong, you can call me directly here in Brisbane."
- The Fix: This is often a timing issue. Ask if you can secure the booking now with a small deposit to lock in current rates, with the bulk of the work/payment starting in July.
- The Fix: This is the 'Ghosting' phase. Send one follow-up focusing on value: "Hi [Name], I wanted to see if you had any questions about the proposal. Usually, when people hesitate, it's because the value isn't clear or the budget is tight. Happy to chat about how we can make this work for you."
Next Steps
Now that you know how to handle the 'money talk,' it’s time to ensure your marketing is attracting the right people who value quality over cost.- Review your pricing: Are you actually charging enough to cover your overheads and a decent profit?
- Update your 'About Us' page: Make sure it screams 'Expertise' so the price makes sense.
- Train your team: Share these steps with anyone in your business who talks to customers.
If you’re finding that you’re constantly fighting on price, it might be a branding issue. We help Brisbane businesses position themselves as the 'must-have' choice in their niche. If you want to stop competing on price and start competing on value, get in touch with the Local Marketing Group team. We'd love to help you grow your margins.