Surfaces after the first number has been presented. The customer is either price-anchored from online research, comparison-shopping in person, or testing for movement.
Most of the time, "your price is too high" doesn't mean "I can't afford it." It means "I don't see the value at this number" or "I want to see if you'll move." The job is to find which one and respond to that, not to the price.
“I understand. Help me understand what feels high about it — is it the monthly payment, the total price, or how it compares to something else you're looking at? [Pause for answer.] Got it. Let's talk about what would make this work for you.”
The objection is a question disguised as a statement. The rebuttal converts it back into a question — surfacing the real underlying concern (payment, total, comparison) so the rep can respond to the actual issue. Never argue the price.
Reading a rebuttal is not the same as delivering it under pressure. Drill this conversation daily on DealSpeak.
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