Objection: "Your Competitor Is Cheaper"
Respond to a lower quoted price without matching it or trashing the competitor.
How it sounds
- Buyer X quoted us less for basically the same thing.
- You What did their quote actually include, so we're comparing the same thing?
- You Point to the specific difference that explains the gap, without badmouthing them.
- Result The comparison becomes about value instead of a race to the bottom on price.
The full entry
“Your competitor is cheaper” usually means one of two things: the quotes are not actually for the same scope, or they genuinely are and the buyer wants you to justify the gap. This is common objection-handling practice with no single named originator, and confusing the two responses is what loses the deal.
Start by finding out what is actually in their number: “What did their quote actually include, so we’re comparing the same thing?” Quotes at different price points often differ in support, scope, or what happens after the sale, not just the sticker price. Once you know the real gap, point to the specific thing that explains it: “Where we’re different is {{SpecificDifference}}, which is why teams like yours end up choosing us even at a higher number.”
It works when you actually have a defensible difference to point to; if you do not, matching the price or walking away is more honest than inventing one. The common mistake is attacking the competitor directly, which makes the buyer defend a decision they have not even made yet.