"I Want to Work With You, But Your Price Is Too High": The Hidden Buying Signal Sales Leaders Miss

ASP Results
May 12
3 min read

BLOG POST

Why That Price Objection Is Actually a Compliment

You’ve heard it before. Maybe even this week: “We love working with you, but your price is too high.” Most salespeople hear this and panic. They either race to discount or walk away assuming they’ve lost the deal. But here’s the twist—if someone wants to work with you, the conversation is still alive.

In fact, they may have already chosen you.

In this post, we’ll show why that statement is the buyer’s last look test, and how you can use it to win more deals without dropping your price. This insight comes straight from a real-life coaching session with a ready-mix concrete sales team—and what you’re about to read is exactly what your team needs to hear.

The Price-Only Sales Trap

When bids are similar on paper, buyers default to one differentiator: price. If your only differentiator is price, you’re in trouble. You’ve become a "quoter and hoper."

But the buyers don’t just pick based on paperwork—they pick based on people.

In a recent coaching session, I shared my own story as a buyer. I needed a septic system replaced, and four installers were referred to me. All four received the same project specs. But the way they handled that opportunity couldn't have been more different:

One guy emailed immediately, booked an appointment, showed up prepared.
Another showed up unannounced and casually chatted—it was surprisingly charming.
A third drove onto my property without warning and didn’t even want to talk.
The fourth never responded.

Guess who won the job?

Spoiler: It wasn’t the cheapest. It was the one who made a connection, responded fast, and gave me confidence in both their character and their capability.

The Bidding Matrix: It’s Not About the Paper Quote

We introduced a concept in the training called the Bidding Matrix—a visual way to understand what customers really use to make decisions.

Imagine three layers stacked on top of each other:

The Quote (Price, Specs, Materials) – Everyone’s quote looks the same.
The Company Value (Reputation, Scheduling, Quality, Dispatch) – Rarely printed on the quote.
The Salesperson (Responsiveness, Trust, Expertise, Relatability) – Never printed at all.

Here’s the truth: The reason people want to work with you is not on the quote.

If you're only focused on what’s printed, you're missing what sells.

Your customer chooses the rep they believe will make the project go smoother, protect their profits, and pick up the phone when something goes sideways.

When They Say “Your Price Is Too High”... They Already Picked You

That statement is not a rejection. It’s a test. A final moment of tension before they pull the trigger.

What they’re really saying is:

“I want to work with you. I just need to justify it.”

When they call you instead of the cheaper guy, that’s your edge. You’ve already won on value, service, and relationship. Now they’re asking you to help them close the gap.

So how do you handle it?

You respond from confidence, not desperation. Try:

“You told me earlier that you liked our responsiveness, our dispatch team, and the fact that I’m always reachable. That doesn’t show up in the line item, but I know that has real value to you. If we stay where we are on price, can we lock it in?”

5 Questions Every Salesperson Should Be Ready to Answer

What’s on your salesperson cereal box? (Think: fast response, jobsite support, expert help.)
How much do your intangibles actually save your customer?
Can you tell a story that shows what goes wrong with the “cheaper” option?
When a customer says, “Can you match the price?”—do you have a confident counter?
Do you know who your competitors are and what they actually offer?

Final Thought: You Are the Product

Sales isn’t about the quote. It’s about who brings the quote.

Your buyers are looking for confidence, control, and capability—not just cement, rock, or pricing. The faster you teach your team this truth, the faster they stop selling on price and start selling on preference.

So next time they hear, “Your price is too high,” tell them to smile.

Because that’s not a no. That’s a yes... if you can hold your ground.

P.S. Want to see what should go on your salesperson cereal box? DM me “Cereal Box” and I’ll send you the checklist we use to help reps quantify their real value.

Based on a live sales coaching session with Stevenson Brooks.