“Your Goods Are Expensive” — The Lie, the Truth, and the Fix

When a customer says your goods are “expensive,” they are not always talking strictly about price. In business practice, this statement usually reflects perceived value, not just cost. Below are the most common, practical reasons customers make this claim.

1. They Are Comparing You to Cheaper Alternatives

Customers often benchmark prices against:

• Competitors selling lower-quality or counterfeit goods
• Bulk sellers with thinner margins
• Informal or unregulated suppliers
• Online prices that exclude transport, taxes, or after-sales support

If your product is legitimately higher quality, your price may be fair—but the customer is comparing price only, not value.

2. You Have Not Clearly Communicated Your Value

If customers do not understand:

• Why your product lasts longer
• Why it performs better
• Why it is safer, more reliable, or more convenient

They will naturally focus on the number, not the benefits.
Unexplained quality looks like overpricing.

3. The Customer Has a Limited Budget

Sometimes the statement has nothing to do with your pricing strategy.

• The customer simply cannot afford it
• Their cash flow is tight
• They were hoping for a lower price

In this case, “expensive” really means “out of my budget.”

4. Market Expectations Are Lower Than Your Pricing

If your target market is price-sensitive:

• They expect bargaining
• They value cheap options over durability
• They prioritize short-term savings

A premium or mid-range price in a low-income or informal market will almost always be labeled “expensive.”

5. Your Pricing Is Not Aligned With Your Brand Position

If your brand presentation looks:

• Basic
• Unprofessional
• Inconsistent

But your price is premium, customers experience price shock.
Price must match:

• Packaging
• Customer service
• Store appearance
• Communication style

High price with low perceived professionalism triggers resistance.

6. The Customer Is Negotiating

In many markets, saying “it’s expensive” is simply:

• A negotiation tactic
• An invitation for a discount
• A test to see how flexible you are

It does not always mean they won’t buy.

7. They Do Not Trust the Quality Yet

New customers often resist higher prices because:

• They have not tested your product
• They fear being overcharged
• They lack social proof or recommendations

Until trust is built, higher prices feel risky.

8. You Are Targeting the Wrong Customer Segment

Your pricing may be correct—but for a different customer.

For example:

• Your goods are priced for wholesalers, but you’re selling to retailers
• Your product suits middle-income buyers, but you’re marketing to budget buyers

This mismatch always results in “your goods are expensive.”

How to Respond Professionally (Without Arguing)

Instead of defending your price, shift the conversation to value:

• Explain what makes your goods different
• Highlight durability, reliability, or savings over time
• Compare quality, not price
• Offer options (smaller quantities, bundles, or alternatives)

A strong response reframes the issue from price to benefit.

Key Business Truth

Customers rarely complain about high prices when they clearly understand the value.
They complain when:

• Value is unclear
• Trust is low
• Comparisons are incomplete
• Budgets are limited

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