How do you overcome price objections? A common approach to the “Your price is too high” objection is for the sales rep to lower the selling price with the assumption that it will increase their customer’s perceived financial value. It's important to remember that businesses only acquire equipment because it saves more money or makes more money than it costs. By reducing the upfront cash outlay required to purchase, your customers will generate a positive return on their investment sooner. And while discounting accomplishes this, there is a better approach that can provide an immediate ROI without impacting your sales commission.