I recently sat down with one of my students, "Cinderella," who is navigating the high-stakes solar industry where quotes often reach into the tens of millions. She was hitting a wall: prospects kept telling her, "You're double the price of your competition."

If you've heard this, your first instinct might be to drop your price or get frustrated, but that is the wrong move. Selling is a highly creative enterprise, and handling objections requires a "soft touch".

Here is the blueprint we discussed for mastering these price objections:

Affirm, Don't Argue: Never start by being adversarial. Instead of defending your price, agree with the prospect's observation. I told Cinderella to say, "Yes, madam, that is often the case... because most other vendors are trying to save on quality, accessories, or specs."

Ask for Data: Once the tension is lowered, move into investigation mode. Ask specific questions to see if the comparison is even fair. In the solar space, this means asking about KVA ratings, for instance, or the load to be powered.

Educate and Distinguish: Use the data you gather to show why your price is justified. If their cheaper quote uses "roadside" cables and installers, explain why your high-quality cabling is a guaranteed solution.

"Its Not by Force": Take the pressure off entirely. Tell the prospect that your goal is to make sure they aren't being taken advantage of, whether they buy from you or not. This positions you as a professional partner rather than just another salesperson.

Remember, if you find these principles hard to apply to your specific industry whether it's industrial cleaning or a startup, don't forget to use AI tools like the WhatsApp business assistant or Google Gemini to help you brainstorm.

And for my Nigerian founders who are tired of software headaches, check out Ikenga Software Factory (iksf.ng). They can get your product live in 7 days, and if you use the promo code TAV or AYEDE, you'll get 20% off.

Stay sharp, keep thinking, and I'll catch you at the next High Table.

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