WHEN A CLIENT SAYS: “THAT’S TOO EXPENSIVE.”
5 moves seasoned producers use to keep the conversation moving
We asked NAFIC members: “How do you respond when someone says, ‘That’s too expensive’?”
We all hear it: “That’s too expensive.” And most of the time, it’s not a final verdict — it’s a signal. A reaction. A request for clarity, context, or a better fit. These field-tested moves help you respond without getting defensive or discounting your recommendation.
Clarify the objection before you answer it
You don’t want to argue with a vague statement. Make the client define what they mean.
“Why do you say that?” / “How do you mean?” — Jeffery Huenniger
“What exactly is too expensive?” — Butch Byers
Field note: “Too expensive” can mean I don’t understand it, I don’t trust it, I didn’t expect it, or I truly can’t do it. Those are different conversations.
Reset the comparison point
This one line moves the client from emotion to a measurable comparison — and helps you uncover the true objection.
“Compared to what?” — John Lukas
Once you know what they’re comparing it to (the old policy, “what my buddy pays,” a car payment, a streaming bundle), you can respond like a professional — not a salesperson.
Reframe price into cost, consequence, and responsibility
“Price” is a monthly number. “Cost” is what happens when the plan isn’t there. This is where value becomes obvious.
“What will it cost you if you don’t do this?” — Joseph DeMarco
“Someone always pays the premium. Either you pay it now, or your family pays for it later. And their cost will be much higher.” — Tom Adamson
“Are you referring to the price or the cost? When a plan completes itself, the price is long forgotten…” — Butch Byers
“If you find paying for life insurance to be too expensive, imagine what paying your bills will be like if you don’t have life insurance!” — Timothy Pugh
“If this is too expensive then imagine how expensive it would be for your family if the Lord calls you home…” — Brandon Chambers
Field note: This isn’t about scaring people — it’s about letting them see the full math of the decision.
Right-size the plan without walking away from the need
If it’s truly a manageability issue, adjust the structure — not the purpose. Keep progress moving.
“No worries at all… what would you say fits into your budget then, and we can build off of that.” — Brandon Chambers
“Simple. Don’t quote anything too expensive. I asked them what their budget is before I start quoting.” — Robert McIver
“Are you saying it’s not manageable? Maybe we should look at a strategy that solves part of the issue… What then, will you use to provide the shortfall?” — Butch Byers
The goal isn’t to “win” the price debate — it’s to keep the client protected with a plan they can sustain.
Use time as a quiet closer
Time is a non-pushy way to reinforce action: costs rise, health changes, options tighten. Sometimes the best move is simply reworking the plan now.
“It will be even more expensive later as everything goes up, wouldn’t you agree… so let’s rework this so that you don’t worry about it later.” — Owen Desaubin
Field note: Urgency doesn’t need drama — it needs truth.
Thanks to all who contributed—especially those quoted:
John Lukas, Brandon Chambers, Joseph DeMarco, Tom Adamson, Owen Desaubin, Jeffery Huenniger, Robert McIver, Timothy Pugh, Butch Byers
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