When a buyer states "This is too expensive," what does this often indicate?

When a buyer expresses that "This is too expensive," it often signifies that they haven't built enough value around the product or service being offered. This statement suggests that the buyer does not fully understand the benefits or advantages of the offering in relation to its price. They may perceive the cost as excessive because they do not yet see how it aligns with their needs or the value it can provide to them.

In sales, conveying value is crucial in justifying price points. A salesperson must effectively demonstrate how the offering meets the buyer's needs, solves their problems, or enhances their situation. If the buyer does not perceive this value, they are likely to view the price as a barrier, leading them to question the expense.

This context is important as it emphasizes the need for salespeople to focus on building relationships and articulating value in such a way that buyers feel justified in the investment they are being asked to make.