The customer said the price was too expensive. Here are 8 ways to easily deal with it, including high EQ sales talk and cases!

When dealing with international clients, complaints about high prices are extremely common. In these situations, the key is to strategically address them, preventing customer churn while maintaining profit margins. Below, we detail eight effective methods and corresponding high-EQ sales pitches, along with specific examples to help you better understand and apply them.

1. Express understanding and recognition, and establish emotional resonance

If customers feel that the price is expensive, the first thing you need to do is to make them feel that you understand their feelings. This can effectively ease the opposing emotions and lay a good foundation for subsequent communication.

Example : "I completely understand your concern about the price. Everyone wants to get the best deal, and I'm here to work with you to find a solution that meets both of our needs."

Case study : A US electronics distributor questioned the price of smart speakers imported from China. The Chinese sales representative responded, "I understand your worry about the price. In this highly competitive market, cost-effectiveness is crucial. However, we've been in this industry for years and have a deep understanding of market trends. Let's figure out how to make this work for both of us." This remark made the US distributor feel respected, and the two sides were able to discuss pricing and cooperation details more calmly.

2. Emphasize product value and shift the focus from price

Explain the unique value of your product or service to customers in detail, and let them understand that the higher price is due to better quality, functions, services, etc.

Example sales pitch : "Our product may seem a bit more expensive at first glance, but when you consider its high-quality materials, advanced technology, and excellent after-sales service, you'll find that it offers much better value for money in the long run. For example, it has a longer lifespan and requires less maintenance, which can actually save you costs over time."

Case study : A German auto parts buyer considered the new engine parts provided by a Chinese supplier to be too expensive. The supplier explained, "Our parts are made from aerospace-grade materials, which can withstand extreme temperatures and pressures. This not only extends the lifespan of the parts but also reduces the risk of engine failures. In contrast, cheaper parts may need to be replaced more frequently, leading to higher maintenance costs and potential production downtime. For instance, a major European automaker that switched to our parts last year saw a 30% reduction in maintenance costs within six months." The German buyer ultimately recognized the product's value and entered into a partnership.

3. Explore the real cause and solve the problem in a targeted manner

By asking questions, we can understand the real reason why customers think the price is high, whether it is due to limited budget, the existence of lower-priced competitors, or insufficient understanding of the product's value.

Example : "I'm curious, what makes you think our price is too high? Is it compared to other suppliers, or is it related to your budget?"

Case study : A French clothing brand felt its Chinese fabric supplier's quote was too high. The supplier asked, "We're always looking to offer the best value. Can you share with me what led you to think our price is high? Is it because you've received lower quotes from other mills, or is there a specific budget constraint on your end?" Upon learning that the brand was experiencing financial difficulties, the supplier offered an installment payment plan, successfully consolidating the deal.

4. Provide price analysis and demonstrate rationality

Inform customers of the cost structure of your product or service in detail so they can understand the reasonableness of the price.

Example : "Let me break down the cost for you. The raw materials we use are of the highest quality, which accounts for a significant part of the cost. Plus, our production process involves strict quality control and skilled labor, all of which contribute to the final price. We believe this price reflects the quality and value of our product."

Case : A Canadian furniture manufacturer had concerns about the pricing of a Chinese supplier of solid wood furniture. The supplier responded, "Our solid wood furniture is crafted from premium North American hardwoods, which are sourced sustainably. The cost of these raw materials is quite high. Moreover, our artisans, who have an average of 15 years of experience, spend hours on each piece to ensure perfect craftsmanship. In addition, we conduct multiple quality inspections throughout the production process. For example, a single dining table may go through five quality checks. All these factors contribute to the final price, but also ensure the high quality and long-lasting nature of our products." After understanding the cost structure, the Canadian manufacturer agreed with the reasonableness of the price.

5. Offer preferential plans to satisfy customers

When appropriate, provide some offers, discounts or value-added services to make customers feel that they are getting good value for money.

Example : "If you place an order of a certain quantity, we can offer you a [X]% discount. Or, if you're interested, we can include some additional services at no extra cost."

Case study : An Australian e-commerce platform requested a price reduction from a Chinese electronics supplier. The supplier offered, "If you place an order of over 5,000 units, we can offer a 10% discount. Also, we can provide free product training for your sales team, which will help them better promote our products and increase your sales." The Australian e-commerce platform accepted the offer, and the two parties entered into a partnership.

6. Compare your products to your competitors and highlight your own strengths

Compare your products with those of your competitors and clearly demonstrate the advantages of your own products in terms of quality, performance, service, etc.

Example : "While there may be some cheaper options in the market, have you considered the differences in quality and performance? Our product has [list specific advantages], which can bring you more benefits and a better user experience. For example, [give a specific example of how the advantage benefits the customer]."

Case in point : A British pharmaceutical company was hesitant about the price of a Chinese supplier when selecting a supplier for pharmaceutical packaging materials because other suppliers offered lower prices. The Chinese supplier offered a comparison: "Our packaging materials are made with a unique anti-microbial coating technology, which can extend the shelf life of your drugs by up to 20%. In contrast, most of our competitors' products don't have this feature. For example, a leading pharmaceutical company in the US switched to our packaging last year and saw a significant reduction in product returns due to spoilage. This not only saves them costs but also enhances their brand reputation." The British pharmaceutical company ultimately chose the Chinese supplier.

7. Recommend alternative solutions to meet different needs

Recommend alternative products or services at more affordable prices based on the customer's budget and needs.

Example : "If the current product is beyond your budget, we also have a more cost-effective option. It has [list features of the alternative product], which may better suit your needs and budget."

Case : A Brazilian construction company was discouraged by the price of a high-end building material from China. The supplier recommended: "If the high-end series we first proposed is out of your budget, we have a standard-grade product line. It still meets all international quality standards, but with a more simplified design. For example, the surface finish is not as elaborate as the high-end version, but it's more than sufficient for general construction projects. And the price is about 30% lower." The Brazilian construction company chose the standard-grade product and the two parties reached a cooperation agreement.

8. Share success stories to boost customer confidence

Share the success stories and benefits other customers have gained from using your product or service to convince potential customers that choosing your product is a wise choice.

Example : "Many of our clients initially had concerns about the price, but after using our product, they were very satisfied. For example, [client name] saw a [X]% increase in [specific metric] after using our product, which far exceeded their expectations. I'm confident that you'll also get great results."

Case study : A South African agricultural company had concerns about the price of a Chinese irrigation system. The supplier shared: "Many of our clients in Africa were initially worried about the price, too. For example, a large-scale farm in Kenya installed our irrigation system last year. Before that, they had a low water-use efficiency of about 40%. After using our system, their water-use efficiency increased to 70%, and their crop yield increased by 35% within one growing season. This not only saved them a lot of water resources but also significantly increased their revenue. I'm sure you'll achieve similar or even better results." The South African agricultural company ultimately decided to purchase the irrigation system.

‌Implementation points‌ :

1. Avoid using emotive words like "cheap" and "expensive" and use neutral terms like "investment" and "value" instead;
2. Send a follow-up email after each communication, attaching technical specifications, certification documents and other supporting materials;
3. Use different sales pitches for Southeast Asian/European and American customers: the former focuses on personal connections (such as installment payments), while the latter focuses on data (such as ROI calculations).