How to Sell When the Prospect Thinks Your Price Is Unfair

Episode 98 of Sales Leadership tackles one of the trickiest objections in B2B sales: the prospect who claims your price isn't just too high, but fundamentally unfair. Lucas and Luna dissect a real-world scenario from a $2.3 million enterprise deal where the client's procurement director accused the rep of 'price gouging' because their competitor charged 40% less for a similar product. The hosts walk through the psychological distinction between price and fairness, why the anchoring effect and equity theory matter here, and a three-step reframe technique that turns a fairness attack into a value discussion. They also explore how to preemptively build perceived fairness into pricing conversations before objections arise. The episode draws on research from behavioral economist Dan Ariely and a case from a SaaS company that successfully neutralized a fairness challenge by shifting the comparison frame. Concrete phrases, timing strategies, and a tactical debrief for sales managers included. No fluff—just actionable psychology for quota carriers. #SalesLeadership #Business #FexingoBusiness #BusinessPodcast #SalesPsychology #PriceObjection #FairnessBias #EnterpriseSales #B2BSales #SalesStrategy #NegotiationTactics #BehavioralEconomics #DanAriely #EquityTheory #AnchoringEffect #ValueSelling #Procurement #SaaSsales Keep every episode free: buymeacoffee.com/fexingo