Recalculating: Your Route Around the Price Objection

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08/19/2025

Recalculating: Your Route Around the Price Objection

Source: Bill Farquharson, August 18, 2025

BillF

There’s no actual app to avoid the dreaded “Your price is too high” objection. But there is a way to steer around it entirely—and it starts by ditching the usual route.

Most reps go into a sales call talking about printing. The presses. The service. The big machines that make loud noises. The buyer asks for a quote, you run back to the shop, sharpen your pencil, and deliver your best number.

Predictably, you end up at the same dead end: “Your price is too high.”

Here’s the fix: Recalculate your approach.

Instead of selling print, start by understanding their business. Do your homework. Go to their website. Request info. Show up with insight and a question like, “I noticed it took two weeks for your brochure to arrive—what would happen if we could get qualified leads better materials faster?”

Now, the conversation shifts from specs and price to problems and solutions. You’re no longer just another vendor. You’re someone who brings ideas. And that earns you a seat at a better table—maybe even with Marketing or the Product Manager.

The result? No talk of price. Just a buyer saying, “When can we get started?”

You don’t need a new app. You need a new mindset.

Watch Bill present this week's sales tip

The Sales Vault, created by Bill Farquharson, is a subscription-based resource and sales community featuring a calendar packed with live workshops, on-demand sales courses, peer-to-peer discussion groups, and 35+ years of sales training content all searchable by sales challenge. Think of it as a sales conference where the seminars and workshops, full of instantly applicable ideas, are ongoing and more programs are added constantly.

The Sales Vault is available on a monthly subscription basis, normally at a no-brainer monthly price of $45/participant, but… GMA members can take advantage of an exclusive offer: FREE membership for 30 days followed by a discounted monthly subscription price of just $40/participant.

Bill has been a friend of GMA for many years and is, no doubt, known to our members as a top sales trainer and content creator for the graphic arts.

Other Vault resources:

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