When Money Is (Or Appears To Be) the Objection

Money and budget are tricky, and they are almost never what they first appear. When buyers say some version of, “Money is going to be a problem,” any of the following reasons could be behind it:

Price Pushback	They Say	They Think
Honest pushback	“That’s a lot. Can we do it for less?”	“I just want you to cut the price—I always ask this, and have succeeded in getting price cuts fairly often.”
Bluffing	“I don’t have the money—we’ll need to do it for less.”	“I have the money, but I want to see how low I can get you.”
Value challenge	“It costs too much. Money is going to be a problem.”	“I don’t see why we need to spend that much. It doesn’t seem worth it.”
Competitor pressure	“Your bid isn’t as competitive as the others that I received.”