How to Handle Price Objections
The following post was originally published by Printing Impressions. To read more of their content, subscribe to their newsletter, Today on PI.
When a prospect says "that's too expensive," most reps either cave or get defensive. Neither works, because price objections almost never happen in a vacuum. They're really a question about whether the pain is big enough to justify the spend.
Take a print buyer who says a quote for a new packaging run is too much. What they're actually doing is running the math: is this problem worth this number? Your rep's job isn't to argue the price down. It's to make sure the size of the problem was established before the number ever came up.
That means real discovery before real numbers. What's this packaging issue actually costing them? Missed shelf dates, reprints, a client they're at risk of losing? If your reps quantify that pain first, they can float a reasonable range early, something like "jobs like this typically run between X and Y," and get the buyer's reaction before a formal quote is ever built. That single step prevents the sticker shock conversation entirely, because you already had it.
And when a prospect pushes for pricing on the first call before you know anything about the job, resist the urge to get evasive. Give a wide, honest range tied to a couple of quick qualifying questions. It keeps the conversation moving without boxing you into a number that has no context behind it yet.
How your reps talk about price shows how well they understand the problem. If the pain isn't sized up front, no quote will feel right later.
The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.
- Categories:
- Business Management - Marketing/Sales
Emily Yepes is a powerhouse sales trainer and revenue producer who lives at the intersection of sales theory and real-world execution. What sets her apart isn’t just her deep knowledge of sales doctrine —it’s that she’s still in the trenches, consistently ranking in the top 5% of over 400 Sandler sales executives worldwide. She brings that same performance-driven mindset to every training room she enters. Emily coaches the sales teams of printing and packaging industry leaders, including JS McCarthy Print+ Packaging, The Packaging School, Canadian Printing Industries Association, Norkol, ImageMark, and Sonoco on everything from prospecting and consultative selling to negotiation and account management. Her average training score? A near-perfect 4.9 out of 5—proof that her clients don’t just learn from her, they love learning from her. She doesn’t deal in hype. Emily brings a practical, psychology-based framework to sales, helping professionals rethink the way they approach buyers, conversations, and themselves. Her philosophy is clear: great salespeople aren’t born—they’re trained. With the right mindset, anyone can learn to breakdown buyer resistance and build real trust that lasts. Approachable, direct, and refreshingly honest, Emily’s training style resonates with sales teams at every level. Her sessions leave people not only inspired—but equipped to sell more and sell better.
