That Sounds Pricey

Why is “that sounds pricey” actually good news for Japanese salespeople?

When a buyer says “that sounds pricey,” it’s not a rejection—it’s a predictable, healthy signal that they’re engaged and evaluating value. In Japan, price objections are among the most common responses to proposals, so trained professionals expect them and stay composed. The objection is simple to manage if you know the right process.

Untrained salespeople often panic and do one of three things:

1. argue about price,

2. push harder and try to overpower the buyer, or

3. use an aggressive, American-style comeback.

All three destroy trust and make the buyer defensive—especially in Japanese business culture where calmness, respect, and inquiry are valued.

Mini-summary: “Pricey” isn’t the enemy; it’s an opening to understanding how the buyer is thinking and what they truly need.

The best response is calm, appreciative, and curious:

“Thank you. May I ask why you say that?”

This shifts the burden of explanation back to the buyer—without confrontation. A sharper line like “compared to what?” can sound combative and often fails to uncover the real issue. Instantly discounting to “be competitive” weakens your position unless a discount is directly tied to volume or scope.

Instead of justifying your price immediately, you invite the buyer to explain their context. That context is where real deals are won.

Mini-summary: Ask “why” first. It builds trust, creates clarity, and prevents you from negotiating against yourself.

“Pricey” is like a spiky porcupine thrown at you—awkward to hold, painful if mishandled. By asking “why,” you toss the porcupine back to the buyer and let them carry the explanation. Then you listen—fully.

This creates three advantages:

• You regain emotional control.

• You learn what the objection really means.

• You earn the right to respond with relevance.

Empathetic listening is essential here. Your goal is to meet the buyer inside the conversation they’re already having in their own head, based on their past experiences, internal rules, and current constraints.

Mini-summary: “Tossing back the porcupine” means returning the objection to the buyer with a calm “why,” so you can learn the truth behind the words.

How can silence be a strategic tool in Japanese sales conversations?

Silence can feel uncomfortable for non-Japanese sellers, but in Japan it often signals thinking, not resistance. After asking “why,” staying silent gives space for the buyer to reflect and respond honestly.

A real example: A Japanese HR team reacted to a proposal with “pricey.” After the “why” question and a long silence, they explained their quarterly budget cap was lower than the proposed amount. The issue wasn’t value—it was timing.

By asking:
“If we could spread the payment across two quarters, would that help?”
…the seller aligned with the buyer’s internal system instead of fighting it. The deal moved forward without discounting.

Mini-summary: In Japan, silence after “why” is a power move—buyers often reveal the real constraint once given space.

Once the buyer reveals their reasoning, your job is to connect value to their specific concern. This requires preparation, not improvisation.

If the buyer says:

• “We don’t have budget this quarter,” respond with structure options.

• “Another vendor is cheaper,” respond with differentiated value.

• “We’re unsure of ROI,” respond with proof, outcomes, and data.

Trying to wing a value justification under pressure is risky. Training and rehearsal make your response confident and credible.

Mini-summary: The buyer’s “why” determines your next move; value justification must match their logic.

How do you respond when a competitor is cheaper?

A multinational client once said a proposal was “pricey” because another vendor offered “the same training” for much less. The right move wasn’t to argue. It was to separate price from value by demonstrating differences.

Dale Carnegie’s advantages include:

• over 100 years of global expertise,

• over 60 years operating in Tokyo,

• trusted by most of the Fortune 500,

• delivery in 35 languages,

• ISO 9001 certified quality systems,

• rigorous trainer licensing (250+ hours),

• measurable results and satisfaction benchmarks.

Rather than discounting, the seller proposed a demo for decision makers. The demo clarified the difference in quality. The training delivered exceptional outcomes (NPS 9.3/10, VoC 92.8/100), proving the investment was justified.

Mini-summary: When competitors are cheaper, don’t race to the bottom—make value visible, measurable, and undeniable.

Professional teams stay calm because they expect the objection, use the “why” framework, and can clearly explain value. They are not “deer in headlights.” They’re disciplined, prepared, and buyer-focused.

Their mindset is simple:

• Our price exists for a reason.

• The value is real and proven.

• If the buyer hesitates, we explore why before we defend.

Mini-summary: Great salespeople treat price objections as routine—then lead the buyer back to value with confidence.

• That sounds pricey” is a signal of interest, not rejection.

• Respond with: “Thank you. May I ask why you say that?”

• Use silence and empathetic listening to uncover real constraints.

• Justify price through buyer-specific value, not generic claims.

• Competing on value beats discounting—especially in Japan.

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.