--- title: Translating Price Objections | The Sales Blog description: "Sometimes what you hear isn’t what is said. Fortunately, I am fluent in “client,” and I can translate. You thought you heard a price objection. Your price is higher than your competitors. Translation: I don’t perceive the value and you haven’t differentiated that value. If you are creating more value than your competitors, you need […]" image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Screen-Shot-2014-07-28-at-8_54_01-PM.png --- ### [Now booking SKO meetings for 2026/27! 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Fortunately, I am fluent in “client,” and I can translate. You thought you heard a [price](http://thesalesblog.com/blog/2012/06/14/you-are-too-sensitive-to-your-own-pricing/) objection. #### Your price is higher than your competitors. **Translation**: I don’t perceive the value and you haven’t differentiated that value. If you are creating more value than your competitors, you need to be able to help your dream client perceive that value. If they don’t [perceive the value](http://thesalesblog.com/blog/2013/07/29/price-is-an-expression-of-value/), it’s likely you have not differentiated your offering from your competitor’s. #### I need you to sharpen your pencil. **Translation**: I can’t justify your higher price. Your dream client doesn’t know how to [justify your higher price](http://thesalesblog.com/blog/2012/01/24/how-to-defend-your-price/) to his bosses. He doesn’t know how to explain why he is paying more for something instead of taking the lower bid. You have to provide them a defensible justification. #### I need your best and final offer on a three year deal. **Translation**: I am looking for a final concession on price so I can be very sure I squeezed you hard enough. Purchasing tactics. No matter how well you negotiate in good faith, professional buyers are going to try to take a final bite of the apple. . . just to make certain. If you are here, you are very likely already chosen, and the person you are sitting across from is simply [doing their job](http://thesalesblog.com/blog/2011/03/22/defending-your-price-when-everything-goes-right-you-will-be-asked/) by checking you. #### I can’t take this price to my boss. **Translation**: I really had no idea that the outcome I need is going to cost this much. I’m really embarrassed. . Sometimes your dream client has been lied to for so long that they have come to believe that that they can have [better, faster, and cheaper](http://thesalesblog.com/blog/2014/01/24/better-faster-cheaper/) all in one package–if only they choose the right vendor. It takes a serious investment of time to educate them and help them educate their team. Sometimes the person you are dealing with believes they are going for a win-win negotiation. They win, and their company wins. The right answer? “I can help with that. I’ll be happy to take it to your boss for you.” ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2014](https://www.thesalesblog.com/blog/tag/2014) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on July 28, 2014 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2021-09-17T2:12:14 PM", "datePublished" : "2014-07-28 21:00:55", "description" : "Sometimes what you hear isn’t what is said. Fortunately, I am fluent in “client,” and I can translate. You thought you heard a price objection. Your price is higher than your competitors. Translation: I don’t perceive the value and you haven’t differentiated that value. 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