How should you respond to a customer who says 'I'm comparing prices'?

• A. Acknowledge the concern, then discuss value, long-term pest prevention benefits, included services, and offer a transparent side-by-side comparison and flexible payment options.
• B. Immediately lower the price to win the sale.
• C. Tell them prices are non-negotiable and demand a decision.
• D. Ignore the price concern and continue the script.

Answer: (D)

When a customer says they’re comparing prices, the aim is to keep control of the conversation and move forward with your sales process rather than getting locked into a price debate. Continuing the script signals that you have a planned, value-focused path to follow and you want to guide them toward the next step, such as a full presentation of services, benefits, and a clear timeline. This approach helps you demonstrate how the service delivers long-term pest prevention and included benefits, while you gather the information needed to tailor the solution to their needs. By not getting bogged down in pricing at the moment, you preserve momentum and reduce the chance of a quick drop in interest.

Other approaches that jump straight into price or shut down discussion can derail the conversation, either by conceding too much too early or by shutting down the chance to build value and schedule the next step. Staying with the script keeps the focus on why the service matters and what happens next, which is what often turns a price comparison into a decision to move forward.