Nothing sets your teeth on edge quite like a prospect looking at your proposal and saying, “I can get this cheaper somewhere else.” It stinks because, technically, they’re right. There will always be someone willing to charge less. So, you have a choice:
You can get mad and tell them to pound sand, or
You can get savvy and turn that price-challenging prospect into a high-paying client.
Price objections usually come from prospects who don’t yet understand the value of what you do. The price objector – unlike the ghoster – is actually doing you a favor by giving you an opportunity to reframe the conversation.
So, instead of getting stuck in a price war, here are nine responses you can use to highlight why working with an expert like you isn’t just worth the price you’re charging—it’s necessary for the prospect’s business’s well-being.
1. “You’re right—there are cheaper options. But ‘cheap’ doesn’t guarantee value. I do.”
Cost and value are not the same thing. A budget service might look good upfront, but what happens when that low-cost provider misses details that cost the business tens of thousands of dollars in lost profits or unnecessary taxes?
The right advisor more than pays for themselves.
And if that word “guarantee” makes you cringe, shake it off. You can set the terms of your guarantee to ensure the client sees a return on their investment with you…and to ensure you aren’t giving refunds to clients who mistake abdication for delegation.
2. “If price is your main concern, I might not be the best fit. But let’s talk about what you really need.”
This flips the script and puts the onus on the prospect to define what they need.
Now instead of defending your pricing, you’re inviting the prospect to consider whether their focus is misplaced. More often than not, they realize that low-cost service the provider down the road is offering isn’t going to cut it. They discover for themselves they need strategic expertise, which is exactly what you are offering.
Even better, prospects often sell themselves on your offer at this point, meaning your heavy lifting might start and end with the invitation to talk more.
3. “I don’t compete on price—I compete on impact.”
The cheapest option is rarely the best, and not just in terms of quality. The services you’re offering as a business advisor who just so happens to also do bookkeeping, accounting, and/or taxes aren’t a commodity—they’re a business investment. When clients work with you, they get better cash flow, tax savings, and financial clarity that drive real, measurable growth.
Pro-tip: Calculate the average return on investment your existing clients have seen from working with you. Then, use that number to show your prospects what they stand to gain by accepting your proposal…and what they could lose by going with the cheaper option.
4. “The cheapest option often becomes the most expensive.”
Bad advice, missed opportunities, and costly mistakes often end up making the purchase of a “cheap” service the most expensive decision a business owner makes.
Cheap options rarely deliver quality work. Remind your prospect that errors caused by low-priced and substandard work can be more expensive than paying for quality upfront.
5. “Let’s compare apples to apples. What exactly are you getting for that lower price?”
Most “cheaper” services cut corners—whether it’s limited support, outdated strategies, or a cookie cutter approach. If you do a line-by-line comparison of your proposal and the cheaper provider’s, it often becomes clear that the competition is charging less because they’re delivering a fraction of the value.
Don’t be afraid to point out what you deliver that the lower-priced competitor doesn’t. This isn’t bad-mouthing the competition; it’s making sure your prospect knows what they are paying for.
6. “My clients don’t pay for bookkeeping or tax prep—they pay for financial clarity and strategic decisions that grow their business.”
Your services aren’t just about numbers; they’re about transformation. If a prospect only sees you as a bookkeeper or tax preparer, shift the conversation to the strategic outcomes you provide.
And here’s where things can get tricky: Sometimes, a prospect only wants bookkeeping or tax prep. They don’t see the value in having financial clarity, and they think they can make strategic decisions for themselves, thank you very much. At that point, the prospect might ask you what you would charge if you only provided bookkeeping or tax prep.
You have two options. You could:
- Re-do your quote to only include compliance services (and compete with the low-cost provider), or
- Let the prospect know you don’t feel it’s in any business owner’s best interest for you not to provide advisory services, and invite them to accept the proposal of that low-cost competitor.
The key is not to take the prospect’s decision personally. And keep the door open; they might change their mind after experiencing compliance-only bookkeeping or tax services and be more open to accepting your proposal at a later date.
7. “If someone’s offering this cheaper, they’re either cutting corners or undervaluing their expertise.”
Pull this one out of your pocket after doing the apples to apples comparison in #5. If the competition’s proposal matches yours, they are either cutting corners or undervaluing their expertise.
Neither is good news for the prospect…or for your competitor, if we’re being honest.
Whether they’re skipping critical work that will hurt the client later, or they lack the confidence and experience to charge what they’re worth, a provider who undercharges for their services is not someone you want managing your business finances.
Best case scenario, the lower-priced competitor will have to take on too much work to meet their own financial needs, and they will burn out, leaving the prospect in the lurch.
8. “Businesses that focus on cost over value often struggle financially. My best clients understand that investing in the right guidance pays for itself many times over.”
This is where the research you did for #3 can close the deal. Share real examples of how your work has helped clients increase profitability, reduce tax liability, or improve cash flow. Gather testimonials from your clients that underline the fact that the right advisor isn’t a cost—they’re a profit driver.
9. “The biggest regrets I hear from clients who went with a cheaper option first? Wasted time, lost money, and a mess they had to pay even more to fix.”
If you have stories of businesses coming to you after a bad experience with a discount provider, use them (with permission, or with names changed to protect the victims, of course.) Sometimes, the best way to drive home the importance of quality is by showing the consequences of cutting costs.
10. Bonus: Get in front of the objection before it arises.
Our Value Starts With Hello e-book will guide you through a sales conversation that virtually guarantees you won’t hear any of these objections. Click here to download your copy…our gift to you for reading this article!
Investing in the Right Support Pays Off
This same cost vs. value principle applies to accountants and bookkeepers, too. Some firms look for the cheapest way to improve their advisory skills—a low-cost online course, a free webinar, or a basic training program. But let’s be honest: skimming the surface won’t make you an expert, and it won’t help you build a premium, profitable firm.
That’s why we built Profit First Professionals as a high-value, results-driven membership. We don’t just teach you cash flow strategies—we help you implement them in a way that transforms your firm and your clients’ businesses. When you become a Profit First Professional, you get coaching, community, and a proven methodology that makes selling advisory services easier and more profitable.
So if you want to level up your firm the right way…if you want to invest in your firm rather than just go through the motions with a low-cost bandaid…then apply to become a Profit First Professional today. The cheapest option isn’t the best—but the right investment will change your business forever.
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