{"id":9004111223077298,"date":"2020-12-07T17:31:58","date_gmt":"2020-12-07T21:31:58","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/?p=9004111222134580"},"modified":"2024-04-17T15:15:31","modified_gmt":"2024-04-17T15:15:31","slug":"reading-between-the-lines-what-your-price-is-too-high-really-means","status":"publish","type":"resources","link":"https:\/\/www.pragmaticinstitute.com\/resources\/articles\/product\/reading-between-the-lines-what-your-price-is-too-high-really-means\/","title":{"rendered":"Reading Between the Lines: What \u2018Your Price Is Too High\u2019 Really Means"},"content":{"rendered":"

4 minute read\u00a0<\/span>\u00a0<\/span><\/p>\n

Your price is too high! It\u2019s easy to take those words at face value, but do they always mean the price is high or could it hint at other issues under the service? In this article, we talk about some potential hidden meanings and how to overcome them. <\/span><\/i>\u00a0<\/span><\/p>\n

\u201cYour price is too high!\u201d Conducting win-loss interviews means running into this sentiment many times. From my experience doing hundreds of these interviews for B2B companies over the years, when a buyer in the \u201closs\u201d category says this, they are showing dissatisfaction with a vendor\u2019s value proposition. <\/span>\u00a0<\/span><\/p>\n

It\u2019s tempting to take this initial feedback at face value, but it is often over simplistic and potentially misleading. That\u2019s why it\u2019s important to probe deeper into the buyer\u2019s pricing concerns during the win-loss interview to seek more actionable feedback. <\/span><\/p>\n

And to be clear, lowering your solution\u2019s price is usually a mistake. In reality, there are three common underlying themes behind the \u201cyour price is just too high\u201d statement. Most of the time, the buyer doesn\u2019t think it costs too much, they don\u2019t think it is worth the price tag because: \u00a0<\/span>\u00a0<\/span><\/p>\n