When a customer says, “That’s too expensive,” it’s easy to assume the price is the problem.
But pricing pushback can have very different things behind it — and lowering the price before you understand the objection can mean solving the wrong problem.
In this episode of The Pricing Lady, I look at why discounting becomes such a common first reaction, what can actually sit behind a pricing objection, and what to do before you change the price.
I also share two very different real examples: one where repeated discounting missed the customer’s actual blocker entirely, and another where the real issue was a mismatch in how value was being understood.
If pricing pushback has ever made you second-guess your price, this episode will help you think differently about what to do next.