What does “your price is too high” really mean?

In this episode, veteran sales leaders Ian Mathews and Frank Cava break down one of the most misunderstood moments in selling and buying: price resistance. Drawing from decades of experience in real estate, sales management, and negotiation, they explain why price objections are rarely about money and almost always about value, comparison, fear, or habit.

The conversation explores how great salespeople separate price from value, why knowing your competition is non-negotiable, and how asking better questions disarms resistance without discounting. From real estate and car buying to product sales and services, this episode offers timeless, practical strategies for navigating negotiations with confidence.

Listeners will learn how to identify what customers really mean when they say something is “too expensive,” how buyers often use price as a negotiating tactic, and why complaining about price doesn’t mean someone won’t buy. Whether you’re selling, buying, or leading a sales team, this episode reframes price conversations as opportunities rather than threats.

Chapter

00:00 Cold Open – “Your Price Is Too High”

00:18 Haircut, Glasses & Negotiation Banter

01:14 Buyers Have the Advantage in Slow Markets

02:00 Commodity vs Differentiated Products

03:30 Why People Overvalue Their Own House

04:46 Knowing Your Market Better Than the Seller

06:15 Salesman vs Buyer – Different Skill Sets

07:50 The First Rule: Know Your Competition

10:30 Product, Placement & Wrong Buyers

12:33 What “Your Price Is Too High” Really Means

14:50 The George Brett Negotiation Story

17:30 “I Can’t Afford It” – What’s Really Behind It

18:35 The Whole Foods Price Effect

19:45 Price vs Cost – They’re Not the Same

20:30 The Need Behind the Need

21:36 The Best First Response to Price Objections

24:30 Feedback Is a Gift

25:18 Competing Against Toll Brothers

27:45 Negotiating Trucks & Text Tactics

30:10 Isolate Price from Value

31:55 Final Framework: How to Handle Price Objections