Handle "Your Competitor Is Cheaper"
Practical ways to handle “your competitor is cheaper”, with respect, clarity and confidence.
Cheaper is not the same as better. Respect the comparison.
10 tips that really help
These ideas come from Objections (Jeb Blount), Never Split the Difference (Chris Voss), The Sandler Rules (David Mattson), and everyday practice. The first six help the most. Pick one and try it today.
Cheaper does not always mean better
Competitors with lower prices may offer less, so find out what is truly included.
Ask for details.
Compare like for like
Clarify scope, quality, service and risk.
Make a list.
Highlight your difference without criticism
Focus on your strengths rather than attacking others.
Be positive.
Share customer stories
Show how clients benefited from your service.
Use examples.
Offer a trial or guarantee
Reduce the risk of choosing you.
Provide it.
Check what matters most
Maybe price is not their top priority.
Ask them to rank.
Offer a scaled option
If budget is key, propose a smaller package.
Prepare it.
Be willing to lose some deals
Not every customer is the right fit.
Stay confident.
Do not react
Calm.
Breathe.
Agree where true
Honest.
Say it.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“They may well be cheaper.”
“What matters most to you in the end?”
“Here is what is included in ours.”
“Here is what to check with any supplier.”
“If price is the only factor, they may suit you.”
“Thank you.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Prepare a fair comparison
List differences
Ask what matters most
Show total cost
Respect the competitor
Offer proof
Review
Further reading
- Objections (Jeb Blount)
- Never Split the Difference (Chris Voss)
- The Sandler Rules (David Mattson)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
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Start freeThese lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.
More lessons in “Turn "No" Into "Not Yet"”
Keep going. Small steps every day make a big change.
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- An Objection Is Interest in Disguise
- The Four Real Reasons for Every Objection
- Stay Calm When They Push Back
- Do Not Argue, Do Not Defend
- Pause Before You Answer
- Know the Top Ten Objections Before You Hear Them
- Write Your Own Objection Playbook
- Too Expensive: What They Really Mean
- Compared to What?
- Show the Cost of Doing Nothing
- Break the Price Into Small Pieces
- Explain Value Before Price
- Handle "Your Competitor Is Cheaper"
- When to Say "We Are Not the Cheapest"
- I Need to Think About It
- It Is Not the Right Time
- Call Me Next Month
- Just Send Me Something
- I Need to Talk to My Partner
- Create Honest Reasons to Act Now
- Follow Up Without Nagging
- We Have Had a Bad Experience Before
- I Am Not Sure It Will Work for Us
- We Already Use Someone Else
- We Are Happy With What We Have
- Reduce Risk With Proof
- Offer a Trial, a Pilot or a Guarantee
- Let Customers Reassure Customers
- Feel, Felt, Found Done Right
- Acknowledge, Ask, Answer
- Use "Help Me Understand"
- Reframe the Concern Kindly
- Turn the Objection Into a Question
- Know When to Stay Silent
- Spot a Real No
- Leave the Door Open
- Ask What Would Change Their Mind
- Learn From Every Lost Deal
- Stay in Touch With Lost Leads
- Come Back Later With a Fresh Reason
