# Price Objection Role Play: "It's Too Expensive"

> A realistic sales role play for handling the price objection "it's too expensive": reframe to value, quantify the cost of the problem and move to next steps.

Canonical: https://zenmic.com/for/sales-teams/price-objection/
Last updated: 2026-09-29

💰 Objection handling

The most common objection in sales. In this role play the rep does not discount: they ask what the price is being compared against, quantify the cost of the current problem and turn the conversation to value.

## Script (2 speakers)

Rep: Thanks for taking the call, Mr. Hale. You said the proposal looked good? Hale: It looks good. It also costs forty percent more than what we pay now. Rep: That's fair. Can I ask what exactly you're comparing it against? Hale: Our current provider. Same features, cheaper. Rep: |mm| Same features on paper. How many hours did your team lose to downtime last quarter? Hale: <sigh> Honestly? Too many. Maybe sixty. Rep: At your team's rate, that's more than the price difference. In one quarter. Hale: Hm. I hadn't put it that way. Rep: What would you need to see to take this to your CFO? Hale: Put that downtime math in writing. And include onboarding. Rep: Done. I'll send it today, and let's book twenty minutes with your CFO on Thursday.

Want your own version? The AI writes a fresh script and casts a voice for every speaker. [Make a New One Like This →](https://zenmic.com/studio/?template=roleplay-training&topic=A+sales+roleplay%3A+the+buyer+says+the+price+is+too+high+compared+to+the+cheaper+competitor)

## What Makes This Work

- ✓Asks what the price is compared against before defending it
- ✓Quantifies the cost of the problem (60 hours of downtime)
- ✓Never discounts; reframes to value
- ✓Ends with a concrete next step and a date

## More Examples

[📞 Prospecting Cold Call Role Play: "Just Send Me an Email" An SDR turns the classic brush-off into a booked meeting.](https://zenmic.com/for/sales-teams/cold-call/) [🔍 Discovery Discovery Call Role Play Example The rep uncovers the real reason a buyer is shopping for new software.](https://zenmic.com/for/sales-teams/discovery-call/) [🥊 Objection handling Competitor Objection Role Play: "We Already Use Another Tool" The buyer is happy with a competitor. The rep finds the gap without attacking it.](https://zenmic.com/for/sales-teams/competitor-objection/) [🔁 Retention Retention Role Play: Saving a Cancellation A customer calls to cancel; the account manager finds the real reason.](https://zenmic.com/for/sales-teams/renewal-cancellation/) [🏛️ Enterprise Buying Committee Roleplay: One Rep, Three Stakeholders Champion, CFO and IT lead on the same call.](https://zenmic.com/for/sales-teams/buying-committee/)

[← All AI Sales Roleplay for Your Team](https://zenmic.com/for/sales-teams/)

## Make Your Own Version

Change the names, the product or the situation. The AI rewrites it and voices every speaker.

[Make One Like This →](https://zenmic.com/studio/?template=roleplay-training&topic=A+sales+roleplay%3A+the+buyer+says+the+price+is+too+high+compared+to+the+cheaper+competitor)