Younger generations, accustomed to wage transparency, reject the traditional sales 'game' of delaying price discussions. Salespeople must adapt by addressing cost earlier and more directly to build trust, rather than waiting for later stages.
Prospects who haven't bought your type of solution in a long time lack proper context. They will compare your modern, high-value offering to a cheaper, older, or simpler alternative they understand, leading to sticker shock unless you proactively reframe their perspective.
Instead of forcing a sale, elite salespeople act as advisors by proactively telling smaller companies when a solution is a poor financial fit. This builds long-term trust and prevents you from becoming the highest, most scrutinized line item on their P&L.
Price objections don't stem from the buyer's ignorance, but from the seller's failure to establish clear economic value. Before revealing the cost, you must build a business case. If the prospect balks at the price, the fault lies with your value proposition, not their budget.