How to Handle “That Sounds Pricey” — Turning Buyer Pushback into Sales Success
Why is “that sounds pricey” the best objection to hear?
In Japan, many salespeople panic when they hear this pushback. Some argue, some discount, and some try aggressive Western-style rebuttals. All of these approaches weaken credibility. Trained sales professionals, however, know that this objection is predictable, common, and manageable.
Mini-summary: “Pricey” is not a problem — it’s an opportunity for dialogue.
What should salespeople say instead of defending price?
The correct response is calm curiosity:
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“Thank you. May I ask why you say that?”
This shifts the burden of justification back to the buyer — a technique known as “tossing back the porcupine”. Instead of panicking, the salesperson listens empathetically to uncover the true issue behind the objection.
Mini-summary: Asking “why” uncovers hidden constraints and reframes the conversation.
What do Japanese buyers really mean by “pricey”?
Often, the problem is not the number itself but the budget framework. For example, one HR team rejected a training proposal because it exceeded their quarterly budget, not because the value was wrong. By offering a payment schedule across two quarters, the deal was saved — without any discounting.
Mini-summary: The objection often reflects timing, budget cycles, or comparisons, not true lack of value.
How can salespeople justify value against cheaper competitors?
In Japan’s competitive market, buyers may compare your offer to lower-cost vendors. This is where proof of value matters:
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Dale Carnegie’s 109+ year history
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58+ years of results in Tokyo
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Trusted by 90% of the Fortune 500
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Global presence in 100+ countries, 35 languages
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ISO 9001 certification
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Rigorous 250+ hours of trainer certification
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Consistently high client scores (NPS 9.3/10, VOC 92.8/100)
Such evidence positions your solution as a premium investment, not a commodity.
Mini-summary: Demonstrated value and credibility outweigh lower prices.
How should executives prepare their sales teams?
When untrained, salespeople freeze like “deer in the headlights.” With the right training, they remain calm, ask the right questions, and confidently demonstrate value. Leaders must ensure teams are equipped with objection-handling playbooks and real-world data to justify pricing.
Mini-summary: Preparation turns fear into confidence when facing price pushback.
Key Takeaways for Executives
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“That sounds pricey” is the easiest objection if handled correctly.
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The right question (“why?”) reveals real buyer constraints.
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Value justification must rely on proof, not discounts.
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Sales training builds calm, confident professionals.
About Dale Carnegie Tokyo
Request a Free Consultation to learn how Dale Carnegie Tokyo can train your sales team to turn price objections into long-term client wins.
Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.