How to Handle "It's Too Expensive" Without Giving a Discount
Price objections are usually value questions in disguise. How to respond when Ghanaian customers say it's too expensive, with replies for WhatsApp and sales calls.
"Ah, it's too expensive." "Can you reduce it?" "Someone on Instagram is selling it for less."
In Ghana, negotiation is part of buying. Price objections are normal, and they don't always mean no. Often they mean "convince me it's worth it" or "I want to feel I got a good deal".
The worst response is an instant discount. It trains customers to always ask, cuts your profit and can make your product look less valuable. Here's what to do instead.
Understand what they really mean
"It's too expensive" can mean:
- I don't see the value yet.
- I can't afford it right now.
- I've seen something cheaper and I'm not sure why yours is better.
- I'm testing whether there's a discount.
- I need to ask someone else first.
Ask a gentle question to find out: "I understand. Is it the price itself, or are you comparing with another option?"
Five ways to respond
1. Explain the value
Show what makes it worth the price: materials, quality, guarantee, service, results.
I understand, Kofi. The difference is in the leather: ours is full-grain and hand-stitched, so it lasts years, not months. It also comes with a one-year guarantee. The cheaper ones usually peel within a few months.
2. Compare cost over time
Break the price down into how long it lasts or how much it saves.
It's GH₵ 380, but it'll last at least three years. That's about GH₵ 10 a month for a bag you use every day.
3. Offer a smaller option
Don't cut the price; change the product.
If the full set is more than you'd like to spend, the cleanser and moisturiser alone are GH₵ 220 and cover the basics.
4. Add value instead of discounting
I can't reduce the price, but I can include free delivery and a matching purse if you order today.
A bonus protects your price and still makes the buyer feel they won.
5. Offer a way to pay
If it helps, you can pay half now by MoMo and the rest on delivery.
Handling "someone else sells it cheaper"
Don't attack the competitor. Explain the difference calmly:
That's possible. What we can promise is that ours is original, checked before dispatch, and comes with a warranty. If anything is wrong, we sort it out. Some customers came to us after buying cheaper ones that didn't last.
When to give a discount
Sometimes a discount makes sense: bulk orders, loyal customers, slow stock, a real promotion. Make it a policy, not a reaction. And when you give one, ask for something back: a bigger order, payment today, a review.
Prevent objections before they happen
Most price objections come from missing information. Put the value in your adverts, product pages and first reply: quality, guarantee, delivery, reviews. See how to reply when a customer asks "how much?" and how to charge premium prices.
Give your team the words
Write your best answers to common objections and share them with everyone who talks to customers. See how to write a sales script your team will use.
If you'd like objection-handling scripts written for your business, see our WhatsApp marketing and sales scripts service.