5 Ways to Close a Deal When You’re More Expensive Than the Competition
- Lucinda Wright
- Feb 6
- 3 min read
Pricing objections are one of the biggest challenges in B2B sales, especially for founder-led, SME's and startups without a dedicated sales team. If your potential customers say, “You’re too expensive”, you need a clear strategy to handle it—without resorting to discounts.
At The Resource House, we help businesses turn marketing leads into revenue by building a simple, repeatable sales process. Here are 5 ways to handle price objections and win deals even when you’re not the cheapest option.
1. Emphasise Exceptional Communication and Support
Have you ever needed urgent help but couldn’t get through to customer support? Slow responses and poor service are dealbreakers for many buyers.
This is where you can stand out.
🔹 Always Available – offer the best B2B customer support, you’re easy to contact, unlike competitors who take days to reply.
🔹 Personalised Support – offer great customer service, no generic responses or chatbots—your customers get real, human help.
🔹 Reliable & Proactive – You follow through on your promises, which builds long-term trust. Highlighting service quality makes your offering more attractive.
2. Leverage Your Business Size to Your Advantage
Whether you’re a large company or a small business, your size offers unique strengths. Use it to position yourself as the better choice.
🔹 Small Business?
✔️ Flexible & Personalised – You adapt to client needs faster than larger competitors. Attract potential customers who value personalisation.
✔️ Better Attention to Detail – Big companies can be slow and impersonal—you offer bespoke solutions.
🔹 Established Business?
✔️ Trusted & Established – Your processes are proven, reducing risk for the customer.
✔️ Scalable & Secure – You can handle high demand without service quality dropping.
3. Show the Unique Value of Your Product or Service
When a prospect questions your price, they don’t see the value yet. Your job is to make it clear.
⭐ Higher Quality & Longevity – Your product lasts longer and delivers better results.
⭐ Exclusive Features or Benefits – You offer something competitors don’t.
⭐ Expert Guidance & Experience – You bring deep expertise and proven success.
⭐ High-Quality & Premium: highlight why your the best to attract customers willing to invest in value over cost.
4. Handle the Price Objection Directly
When a lead says, “We love your service, but it’s too expensive”, don’t just accept it—challenge it strategically.
🔍 Uncover Their Real Concern – Is it budget, or are they unsure about ROI?
📊 Prove the Value – Show case studies of clients who got measurable results.
💡 Offer Solutions – Could a payment plan or phased approach help?
5. Build Trust with Transparency
People don’t just buy based on price—they buy from businesses they trust. Be open about your pricing and the reasons behind it.
✔️ Break Down the Cost – Explain what makes your service premium.
✔️ Show Customer Success Stories – Testimonials and case studies add credibility.
✔️ Use Data & Proof – ROI figures help justify the investment.
Final Thoughts: Compete on Value, Not Price
If you’re struggling to close deals without discounting, it’s time to rethink your sales process.
At The Resource House, we help founder-led businesses, SME's and startups turn leads into revenue, even if they don’t have a sales team. We make sales simple, effective, and repeatable.
💬 Need help closing high-value deals? Let’s talk.
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