Objections Are Information
When someone says your price is too high, what have they actually told you?
The idea
An objection often reveals missing proof, fit, timing, or authority.
In the real world
Too expensive may mean the return is unclear.
Going deeper
The words of an objection are rarely the substance of it. Price is the socially easiest thing to say, and it covers unclear value, missing authority, wrong timing and simple disinterest.
The diagnostic is behaviour rather than wording. Someone with a budget constraint engages with mechanics — payment terms, phasing, scope reduction — because they want to find a way. Someone who cannot see the return does not engage with any of it, because the problem is not the number. Discounting into the second case makes it worse: it confirms the price was arbitrary without addressing the doubt underneath.
Where it stops applying
Sometimes the objection is exactly what it says. Treating every stated reason as a mask for something deeper is its own failure mode, and it reads as not listening.
Why it matters
It changes an objection from a wall into a diagnostic, because the words rarely name the real blocker.
Try this today
Respond with a clarifying question before defending.
Test yourself
A buyer says the price is too expensive but has never asked about payment terms or discounts. What is the more likely reading?
Show the answer
That the return is unclear, not that the number is unaffordable. Someone with a budget problem negotiates terms; someone with a value problem talks about price and stops engaging with the mechanics.
Learn this in the feed Answering from memory, then again days later, is what makes it stick.