When Customers Push Back on Price: Why Discounting Isn't the First Move

When a customer says, “That’s too expensive,” it’s easy to assume the price is the problem — and reach for a discount. But pricing pushback can have very different things behind it, from timing and priorities to how the customer sees the value.In this episode, I look at why discounting becomes our default reaction, share two very different examples of what can actually sit behind a pricing objection, and explore what to do before you change the price.