On this solo episode, Travis breaks down the right (and wrong) way to handle the dreaded “your price is too expensive” objection—featuring FBI negotiator Chris Voss’s real-world advice alongside Travis’s own experience selling high-ticket podcasting services. If skipping straight to discounts has ever cost you a deal or margin, this episode gives you battle-tested scripts and the mindset needed to sell with confidence and preserve premium pricing.

On this episode we talk about:

Chris Voss’s formula for uncovering the real reasons behind price objections

Why you should almost never cut your price—and what to say instead

When customer “pushback” is just a complaint (not an objection)

How to build so much value with overdelivery that price is a non-issue

Travis’s personal client example of winning deals at 3X the competitor’s price—without haggling

Top 3 Takeaways

1.  Isolate price resistance—ask clarifying questions to uncover if the concern is real, or just noise.
2.  Lead with empathy, then confidently explain the real value—don’t counter “expensive” with discounts or apologies.
3.  High-value service earns high prices—overdeliver, believe in your offer, and treat objections as opportunities for better conversations (not price cuts).

Notable Quotes

“If there’s price pressure, the answer is better service—not a discount.” (Chris Voss)

“Objections aren’t always real. Treat it like a complaint until it becomes genuine.”

“Be confident: If you overdeliver, whatever you’re charging is a bargain.”

Connect with Chris Voss:

LinkedIn: Chris Voss

Book: Never Split the Difference

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