There's one thing that we all dread when it comes to trying to win a new client. When the client says "sorry, that's just too much money".
The dreaded "price objection".
The thing is, price is actually never an objection.
When the client says "that's just too expensive", they actually mean one of three things.
1. They literally cannot afford it. Their bank account is empty and they have no way of raising the money.
2. They are having cashflow issues. Their bank account is empty but they will have some money later on.
3. They don't believe you. They have the money but they don't think that spending that amount of money will bring them the outcomes that they are expecting.
All three situations are within your power.
With number three, you either have not understood the outcomes they are looking for, or you have not managed to balance how much it is worth to them against the fees that they will be paying.
With number two, you can offer them a payment plan. Just because they don't have it all now shouldn't stop them from investing in their own success.
Number one is the interesting one. There are those who say that if you've truly done a good job in showing them the value of the outcome then you will never reach this point - they will find the money. Imagine if I said to you "I will give you £1000 tomorrow if you give me £100 today". If you trusted me then you would beg or borrow the £100 because the return is so good. Personally, I'm not so keen on that logic - I don't want people getting into debt on my behalf - so I try to never get into that situation. I drop hints throughout the process of how much it's likely to be, so if it's beyond their reach then neither of us end up wasting our time.
But the important thing is, in all three cases, it's up to you. The price isn't the actual objection; the objection comes from how you have handled the client.