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Money / Funding
Prospect says it costs too much, they don't have the budget, or can't afford it.
It's Too Expensive
Common Triggers
"It's too expensive""That's more than I expected""The price is too high""I can't afford that"
Underlying Concern
The prospect does not yet connect finding resources with achieving the desired outcome, or value has not been isolated.
Response Sequence
1
Acknowledge
Yeah, I can appreciate that. Money is a real consideration.
2
Isolate Value
If the funding was workable, is this something you feel would help you get {{desired_outcome}}?
3
Reconnect
The reason I ask is because earlier you mentioned {{pain_point}} is creating {{consequence}}.
4
Diffuse
How do you feel you could resolve the funding side so you can still move toward {{desired_outcome}}?
5
If Stuck
If you aren't able to find the funding for this, how do you feel you'll handle {{pain_point}} over the next {{timeline}}?
6
Transition
Based on that, would it make sense to look at the option that creates the least pressure while still solving the problem?
Agent Rule
Never discount first. Never justify price before clarifying value. Never say 'It's not expensive when you think about it' — that creates resistance.