· Karson Lawrence · Sales · 8 min read
How to Handle the Top 5 Pricing Objections (With Exact Scripts)
"That's too expensive." "I can get it cheaper elsewhere." "I don't have the budget right now." Here are the exact scripts successful contractors use to handle these objections and close more deals.
publishDate: 2025-01-20T00:00:00.000Z author: Karson Lawrence title: ‘How to Handle the Top 5 Pricing Objections (With Exact Scripts)’ excerpt: >- “That’s too expensive.” “I can get it cheaper elsewhere.” “I don’t have the budget right now.” Here are the exact scripts successful contractors use to handle these objections and close more deals. image: ~/assets/images/pricing-objections.jpg category: Sales tags:
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Pricing objections aren’t the enemy. They’re the price of admission to the big leagues.
Every contractor who charges what they’re worth gets them. The difference? How you handle them.
Most contractors either:
- Cave immediately and discount (training customers to always ask)
- Get defensive and argue (losing the sale and the customer)
- Throw up their hands and walk away (leaving money on the table)
The best contractors I work with use specific, battle-tested scripts that address the objection while reinforcing their value. Here are the exact scripts they use for the top 5 pricing objections in construction.
Objection #1: “That’s Too Expensive”
Customer says: “Wow, that’s more than I expected. It’s too expensive.”
Bad response: “I can knock 10% off for you.” (Now every customer expects a discount.)
Good response: “I completely understand price is a factor for everyone. Can I ask what range you were expecting to be in for this type of work?”
Why this works:
- Takes the focus off your price and puts it on their expectations
- Gets them talking about their budget reality
- Shows you’re not threatened by price discussions
Follow-up: “Based on what you’ve described with your [furnace/water heater/plumbing issue], this quote includes [licensed technician + quality materials + 2-year warranty + emergency service]. Most homeowners I work with find it’s worth every penny because [they avoid callbacks/future repairs/inefficient systems].”
Real contractor example: A heating contractor I worked with went from 40% close rate to 75% just by using this script. Customers stopped seeing price as the issue and started seeing value.
Objection #2: “I Can Get It Cheaper Elsewhere”
Customer says: “My neighbor’s cousin did it for $800 less.” or “Home Depot has contractors for half price.”
Bad response: “Well, you get what you pay for.” (Defensive and dismissive—kills trust.)
Good response: “That’s completely understandable—everyone wants the best value. What specifically were you quoted for, and what was included in that price?”
Why this works:
- Shows you’re confident, not threatened
- Gets specific details about the competition
- Opens the door to educate about differences
Follow-up: “Here’s what typically happens with those lower quotes: they often use cheaper materials that fail in 2-3 years, or they cut corners on installation that leads to callbacks. With us, you get [licensed master plumber + premium materials + 5-year warranty + same-day service]. The $500 you save upfront often costs $2,000 in repairs down the road.”
Pro tip: Always ask “What was included?” The competitor probably quoted bare bones work, while you’re quoting complete, code-compliant installation.
Objection #3: “I Don’t Have the Budget Right Now”
Customer says: “I don’t have the budget for this right now. Can we do it in phases?”
Bad response: “When do you think you’ll have the money?” (Puts pressure on them and sounds desperate.)
Good response: “I completely understand—timing and budget are real concerns for everyone. What would make this more manageable for you right now?”
Why this works:
- Empathizes without being pushy
- Keeps the conversation going
- Shows you’re solution-oriented, not sales-y
Follow-up options:
- “We could prioritize the emergency repair today for $[amount], then add the full system upgrade next month when it’s more convenient.”
- “We work with [Home Depot/credit union/local bank] financing that makes the monthly payments very reasonable. Would you like me to show you what that looks like?”
- “If we focus just on the highest-priority items, we could get you back up and running today for $[partial amount], with the rest scheduled for next week.”
Real scenario: A homeowner called about a leaking pipe but said they couldn’t afford the full repair. The contractor offered to fix the immediate leak for $200, then scheduled the complete repipe for the following month. They got both jobs and a referral.
Objection #4: “Let Me Think About It”
Customer says: “That sounds good, but let me sleep on it and get back to you.”
Bad response: “Okay, give me a call when you’re ready.” (You just lost control of the sale forever.)
Good response: “Of course, I want you to be completely comfortable with your decision. What specifically would you like to think through?”
Why this works:
- Keeps the conversation active instead of ending it
- Uncovers their real concerns (usually not what they say)
- Prevents “think about it” from becoming permanent procrastination
Follow-up: “While you’re thinking it through, let me ask—what’s your biggest concern about moving forward today? Is it the investment, the timing, or something about the work itself?”
If they say “price”: “What would make this investment feel right for you?” If they say “timing”: “When would be a good time to get this scheduled?” If they say “trust”: “What would give you confidence to move forward with us?”
The key: Never let them leave without a specific next step. Get a commitment to call you back by a certain time, or offer to call them.
Objection #5: “I Need to Talk to My Spouse/Partner/Business Partner”
Customer says: “I need to run this by my husband/wife/business partner first.”
Bad response: “Okay, let me know what they say.” (Passive and uninvolved—you’re out of the loop.)
Good response: “That’s smart to get their input—they’re invested in this too. What do you think they’ll be most concerned about?”
Why this works:
- Shows respect for their decision-making process
- Prepares you for the real objections when they call back
- Keeps you involved in the conversation
Follow-up: “When do you think you’ll be talking to them? I’d love to provide a quick summary email with the details and benefits they might want to see.”
Pro tip: Offer to create a simple proposal or email summary they can share. Include photos of similar work, warranty details, and your credentials. It shows professionalism and makes their conversation easier.
Want to practice these scripts with expert feedback? Schedule your free 20-minute sales coaching call now and I’ll role-play these objections with you. Transform your sales game this week—limited availability.
The Psychology That Makes These Scripts Work
1. Empathize Before You Educate
Always start with “I understand…” or “That’s completely understandable…” It lowers their defenses and makes them receptive to your message.
2. Questions Control the Conversation
Questions take control. They reveal information. They keep the customer engaged. They prevent objections from derailing the sale.
3. Focus on Value, Not Price
Never defend your price. Instead, reinforce the value they receive. Price is a feature of the transaction. Value is the benefit they get.
4. Solve Problems, Don’t Create Them
Don’t just acknowledge objections—solve them. Show you’re on their team, not just trying to make a sale.
5. Create Gentle Urgency
Help them understand why waiting costs more: “The longer you wait, the more expensive this becomes due to [rising material costs/potential water damage/insurance complications].”
When to Walk Away (And How to Do It Gracefully)
Sometimes the customer isn’t worth your time. Know when to politely decline:
- They demand discounts on every single line item
- They want you to cut corners or use substandard materials
- They show no respect for your expertise or licensing
- They consistently try to lowball you below your minimum margins
Script: “I appreciate you considering us for your project. Based on what you’re looking for, I don’t think we’re the best fit for each other. I’d be happy to recommend [local competitor/trade association] who might be a better match.”
Why this works: It maintains your dignity and reputation. Word gets around when contractors give away the farm.
Practice Like Your Business Depends on It (Because It Does)
These scripts work because they’re natural and conversational. But they only work if you practice them until they become automatic.
Daily practice routine:
- Pick one objection from this list
- Say the script out loud 5 times (record yourself if possible)
- Role-play with your spouse/office manager/apprentice
- Review: What felt natural? What felt forced?
Track your results:
- How many objections are you getting? (Good sign—you’re charging properly)
- What’s your close rate on objection-handled calls?
- Are you maintaining your price integrity?
Goal: 80% close rate on handled objections within 30 days.
The Truth About Pricing Objections
Pricing objections aren’t rejections—they’re buying signals in disguise.
The contractors who struggle with pricing see objections as threats. The successful ones see them as opportunities to educate, demonstrate value, and close better deals.
Use these scripts consistently for 30 days, and you’ll stop losing deals to price. You’ll start winning more business at the prices you deserve.
Ready to master pricing objections and close more deals? Book your free 20-minute sales strategy call today and I’ll help you implement these exact scripts in your business. Don’t lose another deal to price—spots are filling up fast.
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