What if they don't pick me when price is equal?

Then the objection isn't just price; there's something else (trust, fit, features). Don't push the «so now you understand why we aren't the same price». Ask why they'd pick the other and work on those reasons. The cheap comparison close only makes sense when, at the same price, they'd pick you.

Doesn't «so now you understand why we aren't the same price» sound like pressure?

Only if you say it with an edge. If you say it calmly and with a smile, it's a logical conclusion: they've just said why they prefer you; that «why» is why your offer is worth more. You're not demanding they pay; you're closing the loop between their preference and the price.

Does it work when they compare to «doing it ourselves» or doing nothing?

Yes. The question can be «if doing it yourself or doing nothing cost the same as us, what would you pick?» If they pick you, their reasons (time, results, peace of mind) are what justify the difference. Adapt the comparison to whatever alternative they're considering.

Cheap Comparison

10 March 2026

The «cheap comparison» close is for when the client compares your offer to a cheaper one and objects on price. Instead of defending your price or attacking the competitor, you ask them to set price aside for a moment: if we were the same price, which would you pick? When they pick you and give their reasons (X, Y, Z), you use those same reasons to close: «so now you understand why we aren't the same price». They've just stated the value; you hand it back.

The script

«Super reasonable. So let me ask you… If we were the same price, which one would you pick?»

The client picks you.

«Why?»

They give their reasons: X, Y, Z (support, results, trust, whatever makes them prefer you when price isn't in the equation).

«I totally agree. Those are all awesome reasons. Couldn't have said it better myself. So now you understand why we aren't the same price, right?»

Laugh and ask for the sale again.

Why it works

The «it's more expensive» objection often hides that they already prefer you for other reasons. By taking price out of the equation, you get them to name why they'd choose you. Those reasons are exactly the value that justifies the price difference. You don't have to convince them you're worth more; they've just said it. The «so now you understand why we aren't the same price» isn't aggressive: it's reflecting their logic back. The laugh and asking for the sale again ease the tension and close.

How to use it well

Use it when there's an explicit comparison to a cheaper alternative and the client seems interested but stuck on price. If they pick you when price is equal, the close fits. If they don't («I'd pick the other»), then the objection isn't just price and you need a different conversation. Listen carefully to the reasons they give (X, Y, Z); if you echo or summarise them when closing, you reinforce that you've listened. Tone should be light and confident, not defensive: «super reasonable» validates their objection before you ask the question.

Next steps

If you want to work on this and other closes with your sales team, we can review your process in a no-obligation call. At Miranda's Consulting we support teams in the demo and closing phase.

Frequently asked questions

What if they don't pick me when price is equal?: Then the objection isn't just price; there's something else (trust, fit, features). Don't push the «so now you understand why we aren't the same price». Ask why they'd pick the other and work on those reasons. The cheap comparison close only makes sense when, at the same price, they'd pick you.
Doesn't «so now you understand why we aren't the same price» sound like pressure?: Only if you say it with an edge. If you say it calmly and with a smile, it's a logical conclusion: they've just said why they prefer you; that «why» is why your offer is worth more. You're not demanding they pay; you're closing the loop between their preference and the price.
Does it work when they compare to «doing it ourselves» or doing nothing?: Yes. The question can be «if doing it yourself or doing nothing cost the same as us, what would you pick?» If they pick you, their reasons (time, results, peace of mind) are what justify the difference. Adapt the comparison to whatever alternative they're considering.