What it usually means
The buyer is comparing two offers on price because the differences in value aren't clear yet. It's also a common negotiation tactic to get a discount.
The approach
Stay calm and never criticise the competitor. Ask what's included in their offer and what matters most, then show the differences that affect the buyer's goals.
What to say
1They may well be. Can I ask what's included in their price? I want to make sure we're comparing the same thing.
2Price is one part of the decision. What else matters most to you: speed of setup, support, how it fits your current tools?
3If both options cost the same, which would you choose, and why? That tells us what the difference is worth to you.
Adapt the words so they sound like you. Then say them out loud a few times before your next call.
What to avoid
- Criticising the competitor
- Matching their price immediately
- Assuming the buyer has an accurate comparison