When someone says, “Your price is too high,” that might not be the real concern.

It’s just the easiest thing to say.

It stops the conversation. It’s a convenient way to shut things down without further discussion.

So, isolate the concern.

“Sounds like price is the only thing holding you back?”

If they nod, then…

“You’re probably comparing this to what you have or something else you’ve seen?”

But often, this is where the floodgates of truth open.

“Well… we actually wanted it in blue, not red.”

“Our budget is frozen until next quarter.”

“My boss is on vacation in Bali, and I can’t make decisions without him.”

Translation? Price was just the decoy.

So, instead of pushing back, lean in.

Because the real issue might have nothing to do with price at all.