Price objection
A customer’s stated resistance on price, which often stands in for a different concern such as the monthly payment or the cost of switching.
Use this definition in team training or when clarifying a sales note.
Definition
A price objection can mean several different things: the payment does not fit, switching feels like giving up too much of what they have now, the customer has seen a lower advertised figure somewhere else, or price is simply the easiest thing to push back on.
Handled on the phone, the goal is usually to understand which of those it is and move toward a next step, rather than to negotiate blind.
Why it matters
Price is where many sales calls end, and it is where the second ask for a next step belongs. A call that reaches a price objection and stops there is a conversation that never found out what the customer actually needed.