"It's too expensive" is the lazy objection. If you don't know how to handle it, you are leaving revenue on the table. Most founders get defensive when money comes up. They start explaining features or justifying their existence. That is a weak frame. If you’ve done proper discovery, you know the cost of their inaction. You know the ROI. In this video, I break down exactly how to respond when a prospect pushes back on price. It’s not about lowering your rate; it’s about isolating the objection to find out if it’s a value problem or a priority problem. In this video, I cover: → Why getting defensive kills the deal immediately. → The exact script to use to challenge the "expensive" claim. → How to isolate the objection ("If price wasn't an issue..."). → Why price is often a smokescreen for trust or fit. You need to stop guessing and start leading the sales process.