I recently watched the launch of a $2500 program where the business owner sent a ton of emails, but not once did she justify her pricing or try to ‘overcome’ the pricing objection.
I thought: That was the most badass thing I have ever seen.
So, I watched a few more launches of proven programs, and I noticed the same thing.
The business owners didn’t send any emails that justified their pricing or tried to ‘convince’ us why their pricing was ‘worth’ it.
In fact, they mentioned the investment and payment plans upfront in just about every email. They OWNED the results their offer provided, and the investment, with total confidence.
Slow. Clap. I could not agree with this approach more.
On this note, today, I want to share the do’s and don’ts of handling pricing objections in your next launch.
The Do’s and Don’ts Of Handling Pricing Objections In Your Launch
Let’s start with the DON’Ts –
❌Sell to people who can’t afford your offer.
If you are constantly justifying your pricing to your potential clients or in your content, do one of two things:
#1 – Adjust your messaging to speak to a higher-level client who is earning enough to afford your offer or #2 – Adjust your pricing to better serve your ideal clients.
Case in point: If you are asking a new business owner who is not making any money to invest in a $4000 program, you are going to be handling pricing objections all day because they are not nearly ready to make an investment like that.
You either need to talk to a different buyer or adjust your offer to fit this audience’s budget.
❌Tell people that they have to “invest first” before they’ll see results.
Just, no. I don’t think anyone wants to buy from someone who markets in a way that says: I have the secret to your success. All it takes is an investment that’s way out of your league to get it. Come on, why don’t you LEAP already?
Focus on selling the transformation your offer provides, not convincing someone else what they should do with their money.
❌ Tell people they aren’t afraid to invest and what they’re *actually* afraid of is not following through or showing up for themselves.
Do you see your audience’s bank account statements, though? I think this tactic is wrong at best and unethical at worst.
We all have to make an education budget for our businesses every year. We all have families to support and bills to pay. We all have to be mindful of our spending.
Maybe your offer really is out of her budget right now, and you saying SHE is the problem and it’s just that she’s afraid to show up is stretching way beyond your role or knowledge … and just not true.
❌Use your entire launch to justify your pricing or get people on the phone with you so they can ‘see the value’ of working with you.
If your audience does not see the value of your offer in your copy, or they need to get on the phone with you to understand that value, then it’s time for an offer messaging makeover. It’s time to put more energy into talking about your offer and the transformation it provides.
Now for the good part!
Pricing Objection Handling DO’s –
✅Include a downsell ‘budget’ level offer.
At the end of your launch, share a budget-level version of your offer. For example, if you’re selling a live program, offer just the modules (no calls or community) for a discounted price and payment plan.
This allows you to serve people in your audience who really couldn’t afford it this time without having to do any extra work on your end.
✅Add an extended payment plan.
Midway or at the end of your launch, announce a new extended payment plan. I am a big believer in payment plans for all kinds of reasons.
You can even say something like: If you really want to join XYZ Offer and the only thing holding you back is the investment, reply to this email, and we’ll figure something out.
Then, you can have a conversation with people and see what type of payment plan they need and if you feel comfortable offering it.
✅Focus the OUTCOMES of your offer – the transformations, benefits, and wins.
You don’t need to justify your pricing. You need to show why your offer is incredible and everything your clients stand to gain by joining.
You can do this by sharing: client results, how your offer is different from anything else, and how your offer helps will solve challenges they’re facing right now.
✅ “Anchor” your pricing.
This just means showing your buyers why your pricing makes total sense for the solution they want and/or how it saves them money. We can do this in a few ways:
Show them what’s at stake if they don’t find a solution to their challenge. This is often done with a statistic.
Show them what your offer can enhance or REPLACE. I.e., “XYZ membership can replace program A and software B that you currently are spending money on, etc.”
Show them how your offer is the most affordable solution to what they need. For example, I have a membership that gives email templates. On that sales page, I show how this is the most affordable, best option to having an incredible email marketing strategy if hiring a copywriter is out of your budget right now.
Show them testimonials of your clients sharing how working with you was the ‘best investment’ they could have made or ‘an investment they should have made years ago.’
Ask past clients if they’d make the investment again or if they were happy with it, and see what they say!
✅ Be upfront and unapologetic in your pricing – and realistic.
Own your pricing. Don’t hide it at the bottom of the sales page. Don’t make them have to dig to find it. Own it.
Know that the business owner you are targeting can realistically afford it, and then sell them on all the ways your offer will make their life better – not on all the ways your pricing is “justified.”
There are a few ways I can help you be better prepared to handle pricing objections in your next launch.
👉Click HERE to book your Sales Page Edit. With your edit, within the week, you’ll have a custom Loom video that shows you exactly what to add/delete/change/SAY on every section of your sales page to boost conversions, plus three custom-written headlines.
👉Grab your Free Sales Page Template. This template includes sections for ‘anchoring’ – never justifying – your pricing!
👉 Get the highest-converting sales page possible when you book me as your Sales Page Copywriter. I’ll make sure your sales page is set up to clearly convey the value of your offer without any ‘justifying’ needed for the investment.
Listen to the Above the Bar Copy Podcast on this topic below!
